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Impact of advertising on customers purchase interest in sustainable products
Jonathan Scholz
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster, language: English, abstract: This paper addresses the research question of how advertising influences consumers' purchase interest in sustainable products. I contribute to literature by building a framework based on prior research which consists of advertising- and consumer-related factors. By building this framework, I provide a novel perspective of the influencing factors that need to be considered in order to successfully advertise sustainable products. I also derive managerial implications how this framework can be applied. The paper is structured as follows. After the introduction, I define relevant terms that are important for the conceptual background of the paper. In the third chapter, I provide an overview of the existing literature on advertising sustainable products and the impact on purchase interest. Finally, I conclude with the discussion and derive implications for the management on how to make use of the framework. I also discuss potential limitations and directions for future research.
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