2016
DOI: 10.13164/trends.2016.26.48
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Relationship of reverse logistics and marketing communication in Czech Republic

Abstract: Purpose of the article: The paper deals with question if the final customers are interested in reverse logistics in marketing campaigns, acceptable in the market of Czech Republic. methodology/methods: Paper is based on primary research, on which participated final consumers in Czech Republic through the questionnaire survey. Results of the paper are based on testing of dependence between individual variables by Pearson chi-square test. Scientific aim: The aim of the article is to show relationship of marketin… Show more

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Cited by 4 publications
(2 citation statements)
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“…Environmentally friendly marketing campaigns can inform users about necessary actions for environmental preservation and differentiate products in the market [41]. These campaigns have a positive effect on waste management by guiding users' involvement toward proper household waste medicine (HWM) practices [42]. Thus, the second hypothesis focuses on the impact of marketing campaigns on user cooperative behavior in HWM management.…”
Section: Marketing Campaignsmentioning
confidence: 99%
“…Environmentally friendly marketing campaigns can inform users about necessary actions for environmental preservation and differentiate products in the market [41]. These campaigns have a positive effect on waste management by guiding users' involvement toward proper household waste medicine (HWM) practices [42]. Thus, the second hypothesis focuses on the impact of marketing campaigns on user cooperative behavior in HWM management.…”
Section: Marketing Campaignsmentioning
confidence: 99%
“…Diante dessas considerações, definiu-se a seguinte hipótese: H1: A atitude dos consumidores locais tem um impacto positivo na cooperação para a logística reversa dos resíduos de medicamentos.Porém, o principal problema encontrado pela LR é oferecer aos consumidores finais a possibilidade de devolução de produtos, resíduos ou embalagens. Logo, as ferramentas de comunicação de marketing tornam-se o campo corporativo essencial para conseguir realizar essa devolução por parte dos consumidores, outra razão para a tendência do interesse dos clientes nas atividades da LR pode ser o aumento da quantidade de lixo produzido(MILICHOVSKÝ, 2016). O marketing afeta diretamente no comportamento dos consumidores, visto que as qualidades de um determinado objeto determinam a atitude geral no que se refere ao objeto, em contrapartida determinam o intuito de se comportar de certa maneira, o que estimula um comportamento equivalente, moldando, assim, o comportando de engajamento do consumidor (GVILI; LEVY, 2018).…”
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