목차
Ⅰ. 서 론
Ⅱ. 그린마케팅의 이론적 배경
1. 환경운동의 등장
2. 환경에 대한 의식 변화
3. 환경변화에 따른 기업 문화
4. 그린라운드와 그린마케팅
Ⅲ. 그린마케팅광고와 기업이미지
1.그린마케팅의 개념과 사회적 배경
2. 기업 환경변화에 따른 사회적 책임
3. 그린마케팅광고와 기업이미지의 창출
Ⅳ. 그린마케팅광고의 현황과 문제점
1. 국내 기업의 그린마케팅 광고의 현황
2. 그린광고 효과
3. 기업의 그린마케팅 광고의 문제점과 방향
Ⅴ. 결 론
Ⅱ. 그린마케팅의 이론적 배경
1. 환경운동의 등장
2. 환경에 대한 의식 변화
3. 환경변화에 따른 기업 문화
4. 그린라운드와 그린마케팅
Ⅲ. 그린마케팅광고와 기업이미지
1.그린마케팅의 개념과 사회적 배경
2. 기업 환경변화에 따른 사회적 책임
3. 그린마케팅광고와 기업이미지의 창출
Ⅳ. 그린마케팅광고의 현황과 문제점
1. 국내 기업의 그린마케팅 광고의 현황
2. 그린광고 효과
3. 기업의 그린마케팅 광고의 문제점과 방향
Ⅴ. 결 론
본문내용
Journal of Environmental Social
Psychology, 22, pp.328-338.
Kinear, T. C., J. R. Taylor & Sadrudin A. Ahmed (1974),
“EcologicallyConcernedConsumers
:WhoareThey?”JournalofMarketing, 38 (April), pp.211-245.
Kohut A. & J. Shriver (1989), “Environment Regaining a Foothold
ontheNationalAgenda”, GallupReport, 285, pp.2-12.
Lasana, F. M. (1992), “Distinguishing Potential Recyclers from
Non-Recyclers: A Basis for Developing Recycling
Strategies”, The Journal of Environmental Education, 23,
pp. 16-23.
Levin, Gary (1990), “Consumers Turning Green JWT Survey”,
AdvertisingAge, 61 (November 12), p.74.
Mainieri, Tina, E. G. Barnett, T. R., Valdero, J. B. Unipan & S.
Oskamp (1997), “Green Buying: The Influence of
Environmental Concern on Consumer Behavior”, The
JournalofSocialPsychology, 137(2), pp. 189-204.
Murphy, Patrick E. (1978), “Environmentally Concerned
Consumers: Demographic Dimensions”, AMA Combined
Proceedings, American Marketing Association, Series
No. 43, pp.179-198.
Oskamp, S. Harrington, M. Edwards, T. C. Sherwood, D. Okuda S. & D.
C. Swanson (1991), “Factors Influencing Household
Recycling Behavior”, Environment and Behavior, 23,
pp.494-519.
Peatti, Ken (1995), GreenMarketing, Pitman Publishing.
Resenstein, R. C., S. J. Hills & D. J Philport (1975), “Willingness to
Pay Control of Air Pollution: A Demographic Analysis”,
AMA Combined Proceedings, American Marketing
Association, Series No.36, pp.231-242.
Roper Organization (1992), Environmental Behavior, North
America: Canada, Mexico, United States, A Report on the
StudyCommissionedbyS.C.JohnsonandSon,Inc.
Samdahl, D. H. & R. Widmar (1989), “Social Determinants of
EnvironmentalConcern:SpecificationandTestoftheModel”,
EnvironmentandBehavior, 21, pp.57-81.
Schwartz, Joe & Thomas Miller (1991), “The Earth’s Best
Friends”, American Demographics,
13(February), pp.26-35.
Schwepkar, C. H. & T. B. Cornwell(1991), “An Examination of
Ecologically Concerned Consumers and Their Intention to
Purchase Ecologically Packaged Products”, Journal of
PublicPolicyandMarketing,10(2), pp.77-101.
Shrum, L. J., Lowley Tina & John MacCarty (1994), “Recycling as
a Marketing Problem: A Framework for Strategy
Development”, Psychology&Marketing, 11(July/August),
pp.393-416.
Simmons, D. & R. Widmar (1990), “Motivation and Barriers to
Recycling: Toward a Strategy for Public Education”, The
JournalofEnvironmentalEducation,
22, pp.13-18.
Tucker, L. R. J. K. Dolish & K. L. Wilson(1981), “Profiling
Environmentally Responsible Consumer Citizens”,
Journal of Academy of Marketing Science, 9(Fall),
pp.112-125.
Vining, J. & A. Ebreo (1990), “What Makes a Recycler?: A
Comparison of Recyclers and Non-Recyclers”,
EnvironmentandBehavior, 22, pp.55-73.
Webster, Fredrick E. Jr. (1975), “Determining the Characteristics
of the Socially Conscious Consumer”, Journal of
ConsumerResearch, 2(November), pp.37-51.
Weigel, R. H. (1977), “Ideological and Demographic Correlates of
Proecological Behavior”, The Journal of Social
Psychology, 103, pp.39-47.
Psychology, 22, pp.328-338.
Kinear, T. C., J. R. Taylor & Sadrudin A. Ahmed (1974),
“EcologicallyConcernedConsumers
:WhoareThey?”JournalofMarketing, 38 (April), pp.211-245.
Kohut A. & J. Shriver (1989), “Environment Regaining a Foothold
ontheNationalAgenda”, GallupReport, 285, pp.2-12.
Lasana, F. M. (1992), “Distinguishing Potential Recyclers from
Non-Recyclers: A Basis for Developing Recycling
Strategies”, The Journal of Environmental Education, 23,
pp. 16-23.
Levin, Gary (1990), “Consumers Turning Green JWT Survey”,
AdvertisingAge, 61 (November 12), p.74.
Mainieri, Tina, E. G. Barnett, T. R., Valdero, J. B. Unipan & S.
Oskamp (1997), “Green Buying: The Influence of
Environmental Concern on Consumer Behavior”, The
JournalofSocialPsychology, 137(2), pp. 189-204.
Murphy, Patrick E. (1978), “Environmentally Concerned
Consumers: Demographic Dimensions”, AMA Combined
Proceedings, American Marketing Association, Series
No. 43, pp.179-198.
Oskamp, S. Harrington, M. Edwards, T. C. Sherwood, D. Okuda S. & D.
C. Swanson (1991), “Factors Influencing Household
Recycling Behavior”, Environment and Behavior, 23,
pp.494-519.
Peatti, Ken (1995), GreenMarketing, Pitman Publishing.
Resenstein, R. C., S. J. Hills & D. J Philport (1975), “Willingness to
Pay Control of Air Pollution: A Demographic Analysis”,
AMA Combined Proceedings, American Marketing
Association, Series No.36, pp.231-242.
Roper Organization (1992), Environmental Behavior, North
America: Canada, Mexico, United States, A Report on the
StudyCommissionedbyS.C.JohnsonandSon,Inc.
Samdahl, D. H. & R. Widmar (1989), “Social Determinants of
EnvironmentalConcern:SpecificationandTestoftheModel”,
EnvironmentandBehavior, 21, pp.57-81.
Schwartz, Joe & Thomas Miller (1991), “The Earth’s Best
Friends”, American Demographics,
13(February), pp.26-35.
Schwepkar, C. H. & T. B. Cornwell(1991), “An Examination of
Ecologically Concerned Consumers and Their Intention to
Purchase Ecologically Packaged Products”, Journal of
PublicPolicyandMarketing,10(2), pp.77-101.
Shrum, L. J., Lowley Tina & John MacCarty (1994), “Recycling as
a Marketing Problem: A Framework for Strategy
Development”, Psychology&Marketing, 11(July/August),
pp.393-416.
Simmons, D. & R. Widmar (1990), “Motivation and Barriers to
Recycling: Toward a Strategy for Public Education”, The
JournalofEnvironmentalEducation,
22, pp.13-18.
Tucker, L. R. J. K. Dolish & K. L. Wilson(1981), “Profiling
Environmentally Responsible Consumer Citizens”,
Journal of Academy of Marketing Science, 9(Fall),
pp.112-125.
Vining, J. & A. Ebreo (1990), “What Makes a Recycler?: A
Comparison of Recyclers and Non-Recyclers”,
EnvironmentandBehavior, 22, pp.55-73.
Webster, Fredrick E. Jr. (1975), “Determining the Characteristics
of the Socially Conscious Consumer”, Journal of
ConsumerResearch, 2(November), pp.37-51.
Weigel, R. H. (1977), “Ideological and Demographic Correlates of
Proecological Behavior”, The Journal of Social
Psychology, 103, pp.39-47.
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