Dissertations / Theses on the topic 'Social responsible marketing'

Management of the decision-making process by the consumer in the current market conditions is characterized by complexity, since it covers the application of advanced modern marketing mix methods not only in relation to the tasks of organizing a separate transaction for goods (services) exchange, but assumes interaction with all stakeholders in the market. As a result it ensures the market exchange stability, increases value got by the end consumer in terms of forming its true loyalty in the society, and therefore ensures the stability of enterprise market potential development.

The field of marketing does not only consist of traditional marketing and the focus on promoting products and services to increase sales. In recent years a new branch within the marketing field has been established with the focus of promoting behaviours that will benefit the individual and the society as a whole; social marketing. Our purpose with this paper is not only to introduce the reader to social marketing but to describe and explain how social marketing campaigns are created and how the campaigns can be evaluated. The purpose is fulfilled through the use of a qualitative method, namely a case study. Our research question guiding our study is “How can social marketing be understood through the use of an empirical case study?” Our unit of study is the Swedish company IQ-initiativet AB which uses social marketing as a tool to encourage responsible drinking among Swedes. In order to uncover the case of IQ and to answer our research question we used three subquestions. Firstly “How can a social marketing campaign be recognized?”, secondly “How is a social marketing campaign created?” and finally “How is a social marketing campaign evaluated?” To adapt these sub-questions to IQ we performed four in-depth interviews with representatives from IQ, their PR-firm Forsman & Bodenfors and evaluation company Xtreme Nordic. The questions mainly concerned IQ’s national campaigns, which have been shown through various media channels. An interview was also done with the organization IOGT-NTO who promotes a completely sober society in order to get a perspective of the current situation of alcohol consumption in Sweden. From interviews, other sources and earlier research within the field we conclude that even though social marketing is about behavioral change, creating that change is difficult and evaluating an eventual change is even more difficult. IQ focuses on promoting responsibledrinking but cannot link a change in reduced drinking to their specific campaigns. However that does not stop them to do their job. With this case we provide in-depth insight into how one Swedish organization works for healthier drinking behavior. Although the case does not provide empirical generalizations, it provides theoretical contributions that are beneficial for several different stakeholders. Social marketers, campaign organizers/evaluators, commercial marketers and students can benefit from this comprehensive review of social marketing theory and view how it has been appliedin the real life case of IQ. A comprehensive analysis of social marketing is presented in order to increase awareness of the tools that are available for promoting positive behavioral changes in society. The case of IQ exhibits fully functional social marketing campaigns which facilitates understanding and learning for readers by viewing theory in action. The work presented here promotes the development of problem solving skills in order to avoid the common difficulties related to social marketing campaigns and hopes to inspire those interested in future research opportunities.

Sustainable development is an emerging concept based on three pillars: economic, ecological and sustainable. Indeed, more and more consumers around the world are concerned about including this concept in their way of consumption. Then, on the one hand, sustainable development is an integral part of companies from a legal point of view. On the other hand, there is a strong consumer demand for eco-friendly consumption. So, we find it interesting to discuss how companies use sustainability in their marketing strategy to attract the consumer?

A rising problem for social enterprises within South Africa is that consumers tend to display mixed interests towards their marketing campaigns. The technological revolution has allowed consumers to become more adept and ethically sensitised at identifying deceptive marketing ploys. In light of the growing competition among many SSEs in attaining donations, managers of these organisations have realised the value in managing their organisations as brands. However, SSEs should remain aware of distinguishing their marketing from corporate brands. Past literature revealed that organisations which behave socially responsibly elicit more positive attitudes from consumers. Thus, SSEs adopting socially responsible marketing could allow them to be perceived as devoted towards their social missions, which could attract more volunteering and monetary donations. The study investigated the impact of branding on support intentions towards supported social enterprises: the case of The Big Issue South Africa. A descriptive research design was adopted. This included an online survey method that was used to acquire quantitative data from 200 participants in Cape Town, which was required to interpret conclusive findings to this investigation. The findings of the study were that consumer-brand relational authenticity (CBRA), brand trust, and customer-brand identification (CBI)] had a direct positive influence on support intentions. Attitude toward helping others (ATHO) was determined as a negative moderator between the relationship of CBI and support intentions. Alternatively, altruistic values were determined to not possess any moderating influence on the relationship between brand trust and support intentions. The findings therefore fill theoretical gaps on CBRA, brand trust and altruistic values that remained unexplored in the past. The study produced a conceptual framework explaining the branding factors that have the most significant impact in driving support intentions. This framework can be beneficial to managers of SSEs with regard to leveraging support from a local and international standpoint. However, marketers in the corporate field who are designated to attracting corporate social investment (CSI) can also draw on insights from the study in order to attract support for these CSI initiatives. The study is thus beneficial to corporate organisations as well.

Due to the growing importance of social responsibility in business processes, various topics of corporate social responsibility are being versatile and exhaustively examined and discussed in the scientific literature, but still there is a lack of research and discussions on implementation, consolidation and development measures of corporate social responsibility, in particular the employees of organization as a key one. Considering the relevance of the consolidation and development of corporate social responsibility and basing on the analysis of concepts of social responsibility and theories of its consolidation measures as well as analysis of employees’ evaluations, in the dissertation the implementation state of corporate social responsibility in Lithuania is revealed and, by comparing it with the state of play in Belarus, new opportunities for the consolidation of corporate social responsibility are disclosed. Additionally, during the search of new consolidation measures of corporate social responsibility, differences of business and public sector social responsibility are presented, at the same time appraising the role of the public sector in consolidation and development processes of corporate social responsibility, and the issues of evaluation of organization’s assumed level of social responsibility and of impact of socially responsible behaviour on organization itself and its interests groups are analyzed. As well the dissertation delivers the disclosure of potential... [to full text]
Nors didėjant socialinės atsakomybės svarbai verslo procesuose verslo socialinės atsakomybės tematika mokslinėje literatūroje įvairiapusiai ir išsamiai tiriama ir aptariama, tačiau pasigendama tyrimų ir diskusijų apie verslo socialinės atsakomybės įgyvendinimo, įtvirtinimo ir plėtros priemones, o ypač apie organizacijų darbuotojus, kaip pagrindinį verslo socialinės atsakomybės įgyvendinimo ir įtvirtinimo įrankį. Atsižvelgiant į verslo socialinės atsakomybės įtvirtinimo ir plėtros klausimų aktualumą, disertacijoje, remiantis socialinės atsakomybės koncepcijų ir įtvirtinimo priemonių teorijų bei darbuotojų vertinimų analizėmis, atskleidžiama verslo socialinės atsakomybės įgyvendinimo būklė Lietuvoje ir, lyginant su jos būkle Baltarusijoje, nustatomos socialinės atsakomybės įtvirtinimo verslo organizacijose galimybės. Be to, naujų verslo socialinės atsakomybės įtvirtinimo priemonių paieškos metu, išsamiai aptariami verslo ir viešojo sektoriaus socialinės atsakomybės skirtumai, įvertinant viešojo sektoriaus vaidmenį verslo socialinės atsakomybės įtvirtinime ir plėtroje, ir analizuojama organizacijos prisiimto socialinės atsakomybės lygio ir socialiai atsakingos elgsenos poveikio pačiai organizacijai ir jos interesų grupėms vertinimo problematika. Taip pat disertacijoje atskleidžiamas darbuotojų savybių įtakos verslo socialinės atsakomybės įtvirtinimui potencialas, pasiūlant pilotinį darbuotojų savybių įtakos socialinės atsakomybės įtvirtinimui verslo organizacijoje modelį. Due... [toliau žr. visą tekstą]

Sustainable development is an emerging concept based on three pillars: economic, ecological and sustainable. Indeed, more and more consumers around the world are concerned about including this concept in their way of consumption. Then, on the one hand, sustainable development is an integral part of companies from a legal point of view. On the other hand, there is a strong consumer demand for eco-friendly consumption. So, we find it interesting to discuss how companies use sustainability in their marketing strategy to attract the consumer?

Nors didėjant socialinės atsakomybės svarbai verslo procesuose verslo socialinės atsakomybės tematika mokslinėje literatūroje įvairiapusiai ir išsamiai tiriama ir aptariama, tačiau pasigendama tyrimų ir diskusijų apie verslo socialinės atsakomybės įgyvendinimo, įtvirtinimo ir plėtros priemones, o ypač apie organizacijų darbuotojus, kaip pagrindinį verslo socialinės atsakomybės įgyvendinimo ir įtvirtinimo įrankį. Atsižvelgiant į verslo socialinės atsakomybės įtvirtinimo ir plėtros klausimų aktualumą, disertacijoje, remiantis socialinės atsakomybės koncepcijų ir įtvirtinimo priemonių teorijų bei darbuotojų vertinimų analizėmis, atskleidžiama verslo socialinės atsakomybės įgyvendinimo būklė Lietuvoje ir, lyginant su jos būkle Baltarusijoje, nustatomos socialinės atsakomybės įtvirtinimo verslo organizacijose galimybės. Be to, naujų verslo socialinės atsakomybės įtvirtinimo priemonių paieškos metu, išsamiai aptariami verslo ir viešojo sektoriaus socialinės atsakomybės skirtumai, įvertinant viešojo sektoriaus vaidmenį verslo socialinės atsakomybės įtvirtinime ir plėtroje, ir analizuojama organizacijos prisiimto socialinės atsakomybės lygio ir socialiai atsakingos elgsenos poveikio pačiai organizacijai ir jos interesų grupėms vertinimo problematika. Taip pat disertacijoje atskleidžiamas darbuotojų savybių įtakos verslo socialinės atsakomybės įtvirtinimui potencialas, pasiūlant pilotinį darbuotojų savybių įtakos socialinės atsakomybės įtvirtinimui verslo organizacijoje modelį.
Due to the growing importance of social responsibility in business processes, various topics of corporate social responsibility are being versatile and exhaustively examined and discussed in the scientific literature, but still there is a lack of research and discussions on implementation, consolidation and development measures of corporate social responsibility, in particular the employees of organization as a key one. Considering the relevance of the consolidation and development of corporate social responsibility and basing on the analysis of concepts of social responsibility and theories of its consolidation measures as well as analysis of employees’ evaluations, in the dissertation the implementation state of corporate social responsibility in Lithuania is revealed and, by comparing it with the state of play in Belarus, new opportunities for the consolidation of corporate social responsibility are disclosed. Additionally, during the search of new consolidation measures of corporate social responsibility, differences of business and public sector social responsibility are presented, at the same time appraising the role of the public sector in consolidation and development processes of corporate social responsibility, and the issues of evaluation of organization’s assumed level of social responsibility and of impact of socially responsible behaviour on organization itself and its interests groups are analyzed. As well the dissertation delivers the disclosure of potential... [to full text]

This study was approached with a desire to move forward the body of knowledge concerning environmental research as it pertains to the hospitality industry. The endeavor was undertaken with the belief that concern and awareness about the environment is not a passing fad but a fundamental shift in society. In order for any business to survive it must keep up with changes and meet the demands of consumers. The research efforts in this study were aimed at establishing the validity and reliability of a consumer behavior model specifically related to environmental behavior. The purpose of this dissertation was to evaluate a consumer's intention to stay in a hotel based on the environmental strategies used by that hotel. Hines (1984) developed a conceptual environmental consumer behavior model based on a meta-analysis of literature on environmentally responsible behavior. Hines' conceptual Model of Responsible Environmental Behavior utilized knowledge, abilities, attitudes, personal responsibility and locus of control to predict environmental behavior. The goal of this study was to empirically test an adapted version of Hines' Model of Responsible Environmental Behavior. This adapted version utilized knowledge, attitudes and perceived self-efficacy to predict consumers' intentions to purchase a night's stay in a hotel. Canonical correlation analysis was used to test the relationship between intention and each of the variables (knowledge, attitudes and perceived self-efficacy) in Hines' model. The multivariate test of significance revealed that each variable had a positive relationship to intention to purchase. The Hines' Model of Responsible Environmental Behavior was more useful in predicting consumers' intention to purchase a night's stay in a particular hotel than each variable individually. The model tested in this study has laid the foundation for developing a sound environmentally responsible consumer behavior model. The research findings suggest that a hotel implementing environmental strategies can increase business for that hotel.
Ph. D.

Problem: The increased environmental awareness among people as well as businesses has led to the development of new concepts such as sustainable development and environ-mental marketing. One way of practising environmental marketing, which is based on the three principles social responsibility, holism and sustainability, is to use eco-labels on prod-ucts and services. Many companies see the usage of eco-labels as a means to gain competi-tive advantage. The number of eco-labelled products and services constantly increases, but does it mean that the number of companies practising corporate social responsibility also increases? The thesis strives to find out how a company through the usage of eco-labels contributes to a sustainable society by practising environmental marketing and thus social responsibility. The more specific purpose of this thesis is to:

Explore the relationship between the usage of eco-labels on products and services and the implementation of corporate social responsibility (CSR) within three different companies.

Method: A qualitative research approach was applied. Data was collected through six semi-structured interviews with the responsible of environmental/sustainability questions of three different companies (Scandic, Arla Foods and JC) and with the representatives within information/PR from two third party organisations (the Nordic Swan and KRAV).

Results: We have drawn the conclusion that in order to have CSR incorporated within the organisation of the company, there is a need to have a balance between the different di-mensions (economic, environmental and social) of the company. The company also needs to take responsibilities that go beyond economic, legal, and ethical responsibilities. Scandic and Arla Foods have CSR fully incorporated within their organisations. JC have an imbal-ance between the different dimensions and have therefore not fully incorporated CSR. When it comes to the relationship between the eco-label and CSR, we can conclude that for the explored companies the relationship is dependent on the environmental philosophy and the environmental culture of the company having the eco-label. Scandic and Arla Foods have strong environmental cultures and their eco-labellings are seen as being the output of their CSR. JC do not have such a strong environmental culture and their eco-labelling is seen as the input of CSR. Third party organisations play an important role for CSR within the explored companies, both for the development and for the continuous im-provements of CSR. Third party organisations emphasise the development of CSR when the eco-label is seen as being the input of CSR, as in the case of JC. When the eco-label is seen as the outcome, as for Scandic and Arla Foods, the third party organisations help the companies to make continuous improvements.

Problem: Den ökade medvetenheten hos människor såväl som hos företag när det kom-mer till miljöfrågor har bidragit till att nya koncept som till exempel hållbar utveckling och grön marknadsföring har uppkommit. Grön marknadsföring bygger på de tre principerna: socialt ansvarstagande, holism och hållbarhet. Ett sätt att tillämpa grön marknadsföring är att använda miljömärkningar på varor och tjänster. Användandet av miljömärkningar ses som en konkurrensfördel av många företag och antalet miljömärkta varor och tjänster ökar konstant. Betyder detta att även antalet företag som tar ett samhällsansvar ökar? Denna uppsats söker ta reda på hur ett företag med hjälp av miljömärkningar bidrar till ett hållbart samhälle genom tillämpning av grön marknadsföring och därmed också socialt ansvarsta-gande. Det mer specifika syftet med den här uppsatsen är att:

Undersöka förhållandet mellan användandet av miljömärkningar på varor och tjänster och tillämpningen av företagens samhällsansvar (CSR) i tre olika företag.

Metod: En kvalitativ undersökningsmetod tillämpades. Data samlades in genom sex styck-en semistrukturerade intervjuer med de ansvariga inom miljö- och hållbarhetsfrågor på tre olika företag (Scandic, Arla Foods och JC) och med informatörerna från två tredjeparts or-ganisationer (Svanen och KRAV).

Resultat: Vi har kommit till slutsatsen att det måste finnas en balans mellan de olika di-mensionerna (ekonomiska, sociala och miljö) inom företaget för att CSR ska vara inkorpo-rerat i dess organisation. Företaget måste också ta ett ansvar utöver de ekonomiska, lagliga och etiska ansvar som företag har. Scandic och Arla Foods har fullt ut inkorporerat CSR i sina organisationer. JC har en obalans mellan de olika dimensionerna och har därför inte fullt ut inkorporerat CSR. När det kommer till förhållandet mellan miljömärkningen och CSR hos de undersökta företagen, har vi dragit slutsatsen att detta förhållande är beroende på miljöfilosofin och miljökulturen hos företaget som har miljömärkningen. Scandic och Arla Foods har starka miljökulturer och deras miljömärkningar ses som ett resultat av deras CSR. JC har inte någon stark miljökultur och deras miljömärkning ses som ett bidrag till CSR. Tredje parts organisationer spelar en viktig roll både för utvecklandet och för det kontinuerliga förbättrandet av CSR inom de undersökta företagen. När miljömärkningen ses som ett bidrag till CSR, som i fallet med JC, fokuseras tredje parts organisationers infly-tande på utvecklandet av CSR. När miljömärkningen ses som ett resultat av CSR, som hos Scandic och Arla Foods, hjälper tredje parts organisationer företagen att göra kontinuerliga förbättringar.

Магістерська дисертація на тему: «Управління імпортною діяльністю підприємства в умовах соціальної відповідальності» містить 123 сторінки, 12 таблиць, 21 рисунок, 6 додатків. Перелік посилань нараховує 69 найменувань. Актуальність теми. На даний час соціальна відповідальність бізнесу входить до сфери стратегічного цілепокладання багатьох компаній. Без цього напрямку неможливо уявити успішну компанію, яка прагне відігравати роль лідера на ринку – як внутрішньому, так і міжнародному. Метою дослідження є вивчення особливостей здійснення вітчизняними підприємствами імпортної діяльності в умовах соціальної відповідальності та пошук напрямів підвищення ефективності їх ЗЕД шляхом розширення інструментів соціальної відповідальності. Завдання дослідження наступні: розглянути особливості управління імпортною діяльністю підприємства; розкрити сутність концепції соціальної відповідальності; здійснити діагностику проектів соціальної відповідальності від міжнародних компаній в Україні; навести оцінку рівня соціальної відповідальності підприємства з імпортною діяльністю; запропонувати механізм розвитку соціальної відповідальності підприємства; здійснити розроблення програми удосконалення управління імпортною діяльністю на засадах соціальної відповідальності; навести економічне обґрунтування ефективності та прогнозування запропонованих заходів, їх вплив на діяльність підприємства. Об’єктом дослідження є сучасні тенденції управління імпортною діяльністю компаній в умовах соціальної відповідальності. Предмет дослідження – соціально-відповідальний маркетинг в імпортній діяльності компаній. Методи дослідження: загально-наукові методи аналізу і синтезу, індукції та дедукції; фінансово-економічний аналіз; статистичний аналіз, компаративний аналіз, графічний. Наукова новизна одержаних результатів: проведено комплексне дослідження теоретичних та практичних аспектів здійснення вітчизняними підприємствами імпортної діяльності в умовах соціальної відповідальності та пошук напрямів підвищення ефективності їх ЗЕД шляхом розширення інструментів соціальної відповідальності. Практичне значення одержаних результатів - основні положення, висновки й рекомендації, викладені в роботі, можуть бути використані вітчизняними підприємствами для впровадження або ж розвитку соціально-відповідального маркетингу у їх імпортній діяльності. Апробація результатів роботи. 1. Шевченко Д.С., Манаенко І.М. Концептуальні засади соціально-відповідального маркетингу на підприємствах з імпортною діяльністю. «Ефективна економіка». 2020. № 11. – URL: http://www.economy.nayka.com.ua/?op=1&z=8339 2. Шевченко Д.С., Манаенко І.М. Розвиток та особливості світової корпоративної відповідальності. Зб. тез доповідей I Міжнарожної науково-практичної конференції «Бізнес, інновації, менеджмент: проблеми та перспективи».
Master’s thesis on «Management of import activity at the enterprise in terms of social responsibility» includes 123 pages, 12 tables, 21 drawings, 6 attachments. The bibliography list consists of 69 items. Topicality for the study. Currently, social responsibility of business is part of the strategic goal-setting of many companies. Without it direction it is impossible to imagine a successful company that aims to play a role of a market leader – both domestic and international. Connection of the study with scientific programs, plans, topics. Master's thesis was carried out in National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” (Kyiv) according to the plans of scientific research works of Department of Management. The study’s results conducted in the thesis are part of the scientific topic: “Management of economic support of international forms of business and entrepreneurship based on the principles of sustainable development and economic security” (0117U005640). The research aim is to study the peculiarities of domestic enterprises’ implementation of import activity in the conditions of social responsibility as well as searching for ways to increase their foreign trade efficiency by expanding of social responsibility instruments. The following objectives were set for achievement of the present aim: to consider the peculiarities of an enterprise’s import activity management; to analyze the effectiveness of an enterprise’s import activities; to carry out diagnostic of social responsibility projects from international companies in Ukraine; to provide an assessment of the social responsibility level at the enterprise with import activity; to propose a mechanism for the development of the enterprise’s social responsibility; to develop a management improvement program of import activities on the basis of social responsibility; to provide the economic rationale of efficiency and forecasting proposed measures, their impact on the enterprise. The investigation object is current trends in management of companies’ import activities in terms of social responsibility. The investigation subject is socially responsible marketing in companies’ import activities. Research methods: the essence, meaning and features of socially responsible; the analysis of purposes’ achievement indicators of the social responsibility; the dialectical and abstract-logical methods; the prognostic method. Scientific novelty of the obtained results: comprehensive research of theoretical and practical aspects of domestic enterprises’ implementation of import activity in the conditions of social responsibility as well as searching for ways to increase their foreign trade efficiency by expanding of social responsibility instruments. The practical relevance of research: the main points, the conclusions and recommendations set out in the thesis can be used by domestic enterprises for the implementation or development of social responsible marketing in their import activities. Approbation of work results. 1. Shevchenko D.S., Manaenko I.M. Conceptual bases of socially responsible marketing at the enterprises with import activity. "Efficient economy". 2020. № 11. - URL: http://www.economy.nayka.com.ua/?op=1&z=8339 2. Shevchenko D.S., Manaenko I.M. Development and features of global corporate responsibility. Coll. abstracts of the I International Scientific and Practical Conference "Business, Innovation, Management: Problems and Prospects".

Diploma thesis focuses on history analysis and today's CSR issues that multinational marketing corporations have to face up. It describes both CSR positives and negative responses to CSR implementation. It follows today's customer trends on markets and possibilities, how to win mainstresm customers for CSR challenges. Especially the trend of building CSR in the core business and in brands themselves is pointed out. The diploma work shows many examples of practising marketing with some social effect, from which both the company and the supported object can profit. Finally, the work describes some possibilities of CSR implementing and communicating. The practical part describes current CSR activities of Unilever company, including its Vitality mission, that is built in the whole business.

Актуальной проблеме социальной ответственности субъектов хозяйствования и маркетинга посвящены работы многих известных отечественных и зарубежных учёных. Автором обоснованы ключевые составляющие социальной ответственности субъектов хозяйствования (СОСХ) с выделением в её составе социально ответственного маркетинга.

Background: Reinforcing gender stereotypes still occurs in toy advertisements even though it is stated that gender stereotyping in marketing is a public concern. Parents perception of gender stereotyping will further influence how children act according to gender, which is why it is of importance to explore how parents perceive gender stereotyped advertising towards their children and how this is linked to socially responsible marketing. Research questions: RQ: What are the perceptions of Swedish parents on gender stereotypes in advertisements targeted at children, and how can this be linked to socially responsible marketing? SQ1: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being reinforced? SQ2: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being challenged? Purpose: The purpose of this research is to link the idea of socially responsible marketing with gender stereotyping and advertising targeting children. Methodology: Using visual materials as stimuli in semi-structured focused interviews. Conclusion: The empirical investigation revealed that parents perceived gender stereotypes in advertising as harmful to society, particularly to children. Socially responsible marketing should therefore reflect more on this subject and portray both girls and boys sharing colors, attributes and toys.

Many consumers are now considering the effects of general corporate behavior (e.g., political views, charitable contributions, environmental disasters) and of the product's manufacture, consumption or disposal (e.g., animal testing, ecological harm) on society's overall well-being. These situations involve the issue of individual social responsibility and are good examples of complex decisions that are not readily explained by traditional decision theories. Abstract attributes (e.g., product "greenness" or lack of harm to the environment) and the active role of the decision maker's values, principles, and ethics are problematic. The primary purpose of this research is to develop a conceptual framework for consumer decision making in the presence of a social responsibility issue. The secondary purpose of the study is to assess the value of image theory for explaining the decision process. Image theory (Beach and Mitchell 1987; Beach 1990), a relatively recent development in decision making, provides a compatible decision framework for these types of decisions due to its emphasis on an individual's values and on the screening of alternatives using value-laden attributes. Survey methodology and consumer preference tasks are utilized, and the hypothesized models are tested by structural equation modeling. The findings suggest that image theory provides a credible explanation of socially responsible consumer choice. In terms of this study's context, a consumer who has a strongly held social responsibility principle, values a clean environment, has a high level of environmental concern, and believes that his/her actions make a difference, is more likely to be committed to a pro-environmental plan of action and to use certain decision processes. These specific processes are screening alternatives to eliminate those that are not environmentally friendly and weighting the greenness attribute heavily in evaluating options. Using image theory's terminology and structure, social responsibility and environmental value form the value image. Environmental concern and perceived consumer effectiveness form the trajectory image. The strategic image is reflected in the plan (commitment to pro-environmental behaviors) and tactics (using the social responsibility attribute in the decision process). This research demonstrates that enduring values and principles guide consumer behavior involving social responsibility issues.

Dans les jeux de hasard et d’argent (JHA), l’individu est exposé à au moins deux paradoxes. Le premier paradoxe est relatif au contrôle : d’une part, le joueur croit pouvoir contrôler le jeu en vue d’augmenter ses chances de gain (illusion de contrôle) et, d’autre part, il a tendance à perdre le contrôle de ses impulsions. Pour jouer sans risque, le joueur devrait donc jouer de manière contrôlée mais sans tenter de contrôler le jeu. Le second paradoxe réside dans le besoin, pour les opérateurs de jeu, de commercialiser les jeux tout en cherchant à prévenir les risques liés aux JHA. Ils doivent, notamment, aider le joueur à garder le contrôle de ses impulsions. A cette fin, les opérateurs de jeu utilisent des messages de prévention promouvant le Jeu Responsable (p. ex. « Pour que le jeu reste un jeu »). Selon nous, ces messages pourraient être ambigus et véhiculer des intentions promotionnelles au joueur, plutôt que préventives. Le but de cette thèse est alors d’examiner la compréhension des messages promouvant le Jeu Responsable. Nous étudions l’ambiguïté de leur contenu sémantique ainsi que l’influence de facteurs extrinsèques au message (i.e. les caractéristiques de la source et du récepteur) sur la compréhension du message. Quatre expériences ont été conduites en ligne auprès de 1438 participants. Les résultats de ces études montrent que les messages de prévention promouvant le Jeu Responsable agissent comme une injonction paradoxale : ils sont ambigus (Expérience 1) et peuvent être compris à la fois comme des messages de prévention et des messages de promotion du jeu (Expérience 2). En situation réelle de jeu, ces messages augmentent la prise de risque du joueur par rapport à des messages informatifs clairs (Expérience 3). De plus, nous avons montré que les messages de prévention, qu’ils soient clairs ou ambigus, sont mieux compris lorsque le message est perçu comme provenant du gouvernement plutôt que d’un opérateur de jeu et lorsque la crédibilité de la source est élevée. En revanche, les attitudes et la familiarité des joueurs avec le jeu ou leur niveau de risque de jeu pathologique n’influencent pas la compréhension du message dans notre échantillon (Expérience 4). Cette thèse montre que les messages actuellement utilisés par les opérateurs de jeu ne sont pas adaptés pour prévenir du jeu excessif. Notre travail contribue donc à l’amélioration des stratégies de communication préventive des opérateurs de jeux et des gouvernements
Gambling confronts individuals to at least two paradoxes. The first one refers to control: on the one hand, gamblers think they can control the game in order to increase their chances to win (i.e. the illusion of control) and, on the other hand, they can lose control over their impulses. To gamble safely, gamblers should play in a controlled way instead of trying to control the game. The second paradox is that the gambling operators have financial interests in promoting gambling, but try at the same time to prevent the risks of gambling. In particular, they have to help gamblers to keep control of their impulses. To that end, gambling operators use prevention messages promoting Responsible Gambling (e.g., “So that gambling remains a game”). The central thesis of this dissertation is that these preventive messages often are ambiguous and tend to convey promotional contents rather than preventive ones. The aim of this dissertation was thus to examine the comprehension of messages promoting Responsible Gambling. We studied the ambiguity of their semantic content and the influence of extrinsic factors of the message (i.e. the characteristics of the source of the message and of the receiver) on the understanding of the message. We conducted four experiments online with 1438 participants. Results of these studies show that prevention messages promoting Responsible Gambling have a paradoxical effect on individuals: they are ambiguous (Experiment 1) and individuals understand them as being both prevention and promotional messages (Experiment 2). In a real game situation, messages promoting Responsible Gambling exacerbate risk-taking behavior when compared to non-ambiguous prevention messages (Experiment 3). Moreover, we showed that people better understand prevention messages when they see them as stemming from the government instead of a gambling operator and when the source is perceived as highly credible. However, gamblers’ attitudes toward gambling, familiarity with gambling or their level of risk of pathological gambling does not influence the comprehension of the message in our sample (Experiment 4). This dissertation shows that messages which are currently used by gambling operators are not appropriate to prevent excessive gambling. Our work thus contributes to the improvement of preventive communication strategies of gambling operators and governments

¿Qué estrategias de sostenibilidad en marketing están llevando a cabo los fabricantes de gran consumo en España y por qué lo hacen? Esta es la pregunta que trata de contestar este trabajo de investigación. Para ello, en primer lugar, se realiza una revisión sistemática de la literatura sobre todo el área de marketing y sostenibilidad con la finalidad de hallar las clasificaciones, estrategias y motivaciones relevantes que puedan existir sobre este tema en la literatura. A continuación, se realiza un trabajo de campo que incluye todas las empresas de gran consumo que operan en España y que forman parte del ranking de Corporate Knights de las 100 mejores empresas en sostenibilidad presentado en Davos entre los años 2010 y 2015. En total se lleva a cabo un análisis cualitativo de 8 casos, que incluye el análisis de los informes de sostenibilidad y páginas web de las diferentes empresas, los artículos académicos y la información recabada en las visitas a los puntos de venta. Todo ello se contrasta, valida y complementa con una posterior entrevista en profundidad a los directores de marketing de dichas empresas. Las principales aportaciones de este trabajo son: (1) el uso y aplicación de una clasificación de estrategias de sostenibilidad en marketing en el trabajo de campo; (2) el establecimiento de una clasificación de las motivaciones de las compañías para diseñar e implementar dichas estrategias; y (3) la identificación de 13 nuevas motivaciones halladas en el estudio de campo y no contempladas en la literatura académica.

Environmental deterioration has been and continues to be a serious problem in our consumer-oriented society. The ecologically detrimental effects of clothing waste are often unappreciated even by those who attempt to practice social responsibility in other areas of consumption. The purpose of this research was to examine the degree of social responsibility exhibited by individuals in their consumption of clothing. The specific clothing acquisition and discard (CAD) behaviors studied were garment recycling. purchase of secondhand clothing purchase of classic style apparel, and general clothing conservation. A 26-item instrument (CAD scale) was developed to measure attitudes toward these behaviors. The scale was subjected to two pretests using student samples from VPI&SU and was analyzed by means of a computer program (PACKAGE) designed to assess reliability and dimensionality. Construct validity was evaluated by correlating the CAD scale with an established measure of attitudes toward socially responsible consumption. Correlation with a behavior measure was used to investigate the scale's predictive validity. Data were obtained through the distribution of a questionnaire to a sample of 405 shoppers at a Roanoke, Virginia, mall. Only questionnaires with complete CAD scales (282) were used for analysis. This group of respondents was divided into three parts. the top third was considered to have favorable attitudes toward responsible clothing consumption and the bottom third to have less favorable attitudes. Chi-square tests compared the scores of both groups on clothing consumption behaviors. sociodemographic variables, and media usage variables. Stepwise discriminant analysis and correlation coefficients were also used to examine the relationship between attitudes and sociodemographic variables. The CAD scale was found to be a reasonably reliable and valid measure of attitudes toward socially responsible clothing consumption as conceptualized. Respondents with favorable attitudes were older and had lower incomes and higher education levels than those with less favorable attitudes. They were also less inclined to be politically conservative and more likely to be married and living with their spouses. They watched more news and nature/wildlife television programs and fewer game shows. They also read more literary and educational magazines.
Ph. D.
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Big Bend Coffee Roasters (BBCR) is a small business in Marfa, Texas offering high quality, Fair Trade and organic coffee. Primarily, the business operates as a wholesale roaster catering to small-to-medium size coffee shops across the country, but primarily in the Texas region. While the wholesale business is the core business model of BBCR, the company would like to pursue retail sales online. Currently, there is no marketing plan in place. This report is a one-year marketing plan incorporating the entire 2013 strategy and implementation with the following goals: 1) raise brand awareness in Texas, and 2) increase retail sales of BBCR coffee and products.
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The following is an outline of frame for MERSS from the basis to some important questions and conclusions. It starts with a short description of the basis for marketing, coexistence. Without coexistence, there would not be marketing and it would not be necessary. In the nest section we discuss what keeps the coexistence together. What are the ties of coexistence? We propose that servicing is one important if not the most important tie of coexistence. Servicing understood as an ongoing process not only of exchange but also of change. Hereafter, a servicing and marketing system and a marketing ecosystem is laid out. Finally, we discuss selected consequences.

Cada vez mais as grandes empresas procuram aproximar-se da sociedade através do desempenho de atividades sociais que lhes permitam ser reconhecidas como empresas socialmente responsáveis. Revelam preocupações com a melhoria da qualidade de vida dos que com ela trabalham ou dos que têm interesse no seu desempenho e fazem-no muitas vezes sem qualquer carácter de obrigatoriedade. Atuam em áreas tão diversas como o voluntariado, adoção de medidas que visam a sustentabilidade ambiental, procuram atuar no mercado de forma transparente, mas o seu principal objetivo passa por se apresentarem à sociedade como empresas que não buscam apenas o lucro mas que pretendem contribuir para uma sociedade mais agradável e com melhores condições. No entanto, pouco ou nada poderão fazer se a própria sociedade não colaborar com o seu contributo financeiro, a sua disponibilidade, o seu apoio e, o exercício de uma cidadania responsável que também poderá conduzir -nos a uma sociedade mais justa e sustentável. Muitos são os projetos que anualmente são lançados com o intuito de apoiar causas sociais, a Missão Sorriso é um desses projetos, que pretende melhorar a qualidade de vida das crianças internadas em hospitais, será que a marca Continente e o grupo SONAE são vistos como empresa socialmente responsável através desta campanha?
Large companies try to come near society by social activities performances which allow to be recognized as socially responsible companies. These companies are worried about improving emplo yees’ quality of life or someone that is interested in their performances. They do it voluntarily. They work in several areas such as voluntary, adoption of measures aimed at environmental sustainability. They try to serve the market in an ethical and clea r way but the main aim is to present themselves to society as companies which seek not only profit but also intend to contribute for a more pleasant and better conditions society. However, they can´t do much if society itself doesn´t cooperate financially, its availability, support and the exercise of responsible citizenship that may lead us to a fair and sustainable society. There are many projects that are launched every year in order to support social causes. “Missão Sorriso” is one of these projects which aims to improve children’s quality of life in hospitals. Is “Continente” and “Sonae group” seen as socially responsible companies through this campaign?

This master thesis presents an entrepreneurial project based on combining the intelligence of the human being with the wisdom of nature, focused on the search for natural and sustainable solutions applied to the world of surfing and skateboarding. The importance of this project lies in the consumer's awareness of the origin and process involved in the products acquired and the coherence of these concepts with the intrinsic values of a brand or company. Thanks to a ground study, we can see that today, especially in the world of surfing, there is a big paradox: for most of the people, surfing is closely linked to nature and its preservation, when in fact it is the opposite and every day is going to get worse, evolving in a throwaway industry. For this reason, it is necessary a change, innovations and radical actions are necessary to demonstrate that there are ways and alternative solutions for what we know today to be able to develop a sustainable future for this sport. The main reasons for the existence of this project is my particular interest in setting up and developing a project in the form of a company and my passion for innovation and surfing. I'm also friend with a good connoisseur of the surf industry, Alejandro Padro, who has professional experience in him and helped me through all the process. Therefore, I saw the need for the creation of a company that pursues ideals of respect, sustainability and logical development, using the greatest human capacity, intelligence, together with the wisdom of nature, which offers unsuspected alternatives, waiting for be discovered.
Esta tese de mestrado apresenta um projeto empreendedor baseado na combinação da inteligência do ser humano com a sabedoria da natureza, focada na busca de soluções naturais e sustentáveis aplicadas ao mundo do surf e do skate. A importância deste projeto está na consciência do consumidor sobre a origem e o processo envolvido nos produtos adquiridos e a coerência desses conceitos com os valores intrínsecos de uma marca ou empresa. Graças a um estudo de campo, podemos ver que hoje, especialmente no mundo do surf, existe um grande paradoxo: para a maioria das pessoas, o surf está intimamente ligado à natureza e à sua preservação, quando na verdade é o oposto e tende a piorar, evoluindo para uma indústria descartável. Por esta razão, é necessário uma mudança, profunda para demonstrar que existem soluções alternativas para um futuro sustentável para este desporto As principais razões para a existência deste projeto são o meu interesse particular em montar e desenvolver um projeto na forma de uma empresa e a minha paixão por inovação e surf. Também sou amigo de um bom conhecedor da indústria do surf, Alejandro Padro, que tem experiência profissional no sector e contribuiu em todo o processo. Por isso, vi a necessidade da criação de uma empresa que busca ideais de respeito, sustentabilidade e desenvolvimento lógico, utilizando a maior capacidade humana, a inteligência, junto com a sabedoria da natureza, que oferece alternativas insuspeitas, aguardando serem descobertas.

A Responsabilidade Social das Empresas (RSE) tem evoluído ao longo dos tempos, assumindo um papel cada vez mais relevante nas organizações. O entendimento do impacto obtido da RSE nos consumidores, pode converter-se num instrumento diferenciador de gestão, contribuindo para a eficácia dos recursos das empresas e em simultâneo contribuir para uma sociedade mais justa e equitativa. O objetivo geral, deste estudo é diagnosticar a perceção dos consumidores sobre a RSE e determinar a sua influência no comportamento socialmente responsável do consumidor e determinar em que medida influência o processo de intenção e decisão de compra. Foi adotada uma metodologia quantitativa, com recurso a um estudo por amostragem, tendo sido realizado um inquérito por questionário, construído de acordo com os objetivos definidos neste estudo. Como principais resultados, destaca-se que a maioria dos consumidores inquiridos recorda o nome de alguma empresa com práticas socialmente responsáveis e conseguem identificar o conceito de RSE. Verifica-se que os consumidores valorizam as diferentes ações de RSE, mas atribuem um menor nível de importância à dimensão económica das ações de Responsabilidade Social. Consideram que as motivações das empresas para a Responsabilidade Social são auto-centradas e win-win. Avaliando o comportamento do consumidor socialmente responsável, constata-se que os inquiridos apresentam uma frequência razoável deste tipo de comportamentos, sendo mais vulgar as ações para redução da pegada ecológica. A maioria de consumidores já comprou e tenciona comprar produtos ou serviços a empresas que identifiquem como socialmente responsáveis e referem que estão dispostos a pagar mais.
Corporate Social Responsibility (CSR) has evolved over time, assuming an increasingly important role in organizations. Understanding the impact of their practices on consumers, it can become a differentiator management tool, contributing to resource efficiency of enterprises and simultaneously contribute to a more just and equitable society. The overall objective of this study is to diagnose the perception of consumers on CSR and determine their influence on socially responsible consumer behavior and determine to what extent the influence of intent and purchase decision process. A quantitative methodology was adopted using a sample study and was conducted a questionnaire survey, constructed in accordance with the objectives defined in this study. As main results, it is emphasized that the majority of consumers surveyed recall the name of any company with socially responsible practices and can identify the concept of CSR. It appears that consumers value the different CSR actions, but give a lower level of importance to the economic dimension of Social Responsibility actions. Consumers also consider the motivations of companies for social responsibility are self-centered and win-win. Assessing the socially responsible consumer behavior, it appears that respondents have a reasonable frequency of this type of behavior, being more common for actions to reduce the ecological footprint. Most consumers already bought and intends to purchase products or services to companies that identify themselves as socially responsible and report that they are willing to pay more.

O presente documento foi elaborado no contexto de estágio curricular do Curso de Mestrado em Novos Media e Práticas Web, da Faculdade de Ciências Sociais e Humanas da Universidade Nova de Lisboa. O estágio em questão teve lugar na SpikUP – Consultoria de Informação, uma empresa de informática sedeada em Corroios, concelho do Seixal, e focada na criação de soluções para micro e pequenas empresas, através de uma oferta de serviços essencialmente baseada na criação de websites institucionais e/ou lojas online, Gestão de Redes Sociais, criação de Planos de Marketing (tradicional e digital), edição de imagem e criação de logos. Foi tomada a decisão de concluir o Mestrado através do referido estágio, não só por uma perspetiva de aplicação prática dos ensinamentos de duas unidades curriculares de elevada relevância em Novos Media e Práticas Web (Práticas Web 1 e 2), mas também como forma de iniciar um percurso profissional em organizações que baseiam os seus serviços em soluções e plataformas digitais/online. Este relatório aborda em detalhe as tarefas realizadas durante o Estágio, fazendo menção às várias etapas necessárias no decorrer de cada tarefa, incluindo igualmente uma revisão de literatura associada a várias ferramentas que me foram apresentadas ou exploradas aprofundadamente durante os quatro meses de duração desta experiência profissional.
This document was written in the context of the curricular internship in the master’s degree in New Media and Web Practises of the School of Social and Human Sciences, New University of Lisbon. The internship took place at “SpikUP – Consultoria de Comunicação”, a computer company located in Corroios, municipality of Seixal, which is focused on creating solutions for micro and small-sized companies, through a list of services based on institutional websites and/or online shops, Social Media management, creation of Marketing Plans (digital or not), image editing and logo creation. It was decided to complete the master’s degree through this internship, not only because it created the chance to apply what I’ve learned in two of its most important subjects (Web Practises 1 and 2), but also to start a career in companies which have a portfolio of services based on digital solutions and platforms. This report includes a detailed description of all the tasks contained in the internship, along with a description of the several stages required to perform said tasks, as well as a literature review related to several tools which were presented to me or explored more deeply during the four months of this professional experience.