The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.
KREOWANIE WIZERUNKU MARKI W MEDIACH SPOŁECZNOŚCIOWYCH STRESZCZENIEW artykule przedstawiono możliwości kreowania wizerunku marki w mediach społecznościowych. Omówiono wybrane metody komunikacji marketingowej oferowane przez media społecznościowe, wykorzystywane przez fi rmy do budowania i wzmacniania wizerunku marki. W artykule dokonano przeglądu literatury obcojęzycznej, wzbogaconej o polskie opracowania z zakresu teorii zarządzania marką i marketingu oraz analizę treści stron portali społecznościowych.Słowa kluczowe: social media, marka, komunikacja marketingowa, wirtualne społeczności marek Wprowadzenie W obliczu rozwoju Internetu, przedsiębiorstwa coraz częściej poszukują nowych metod zarządzania marką w wirtualnej rzeczywistości, zwłaszcza w obszarze komunikacji marketingowej. Menadżerowie marek dostrzegają ogromny potencjał
Purpose: Along with the growing environmental concerns, the need to make the consumption more eco-friendly has emerged. The awareness of the danger related to excessive consumerism pushed some part of the society towards more sustainable choices. The main goal of this study was to evaluate the impact of pro-ecological factors in the marketing mix on the young consumers’ purchase decisions. Design/methodology/approach: The research investigated the willingness to purchase a product described as “ecological” in a situation when its price is the same or higher (price premium) when compared to the price of other products. The quantitative research in the form of indirect data collection with the use of online survey has been carried out in the age groups of 18–24 and 25–34. Findings: The results indicate that pro-environmental factors play an important role for those consumers in their purchase decisions. However, despite the ecological concerns, price is still a crucial factor for many. Research limitations/implications: The research has been carried out in the group of young consumers; therefore, a similar questionnaire could be distributed among respondents from older age groups to gather a more extensive view of the market. Originality/value: The results confirm the importance of the “eco” factor in marketing on the Polish market. The findings regarding the purchase behaviours of Polish consumers might serve as a guidance for companies operating on the market.
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