How green marketing can prevail under global economic crisis

Τασίκας, Σπήλιος

Master Thesis

Author

Τασίκας, Σπήλιος

Date

2023-10-05

Abstract

The global economic crisis poses significant challenges for businesses worldwide, forcing them to reassess their marketing strategies to ensure sustainability and profitability. Green marketing, focused on promoting environmentally friendly products and practices, has emerged as a powerful approach in these challenging times. Green marketing enables businesses to align their products and services with evolving consumer preferences for sustainability. With growing concerns about climate change and environmental degradation, consumers are increasingly looking for environmentally friendly options. By incorporating green practices and values into their marketing initiatives, businesses can attract these environmentally conscious consumers, expand their customer base and boost revenue. Overall, green marketing is an opportunity for businesses to meet the challenges of the global economic crisis while contributing to the long-term prosperity of the planet. By adopting sustainable practices, environmentally friendly initiatives, and understanding the evolving needs of environmentally conscious consumers, businesses can not only survive but thrive amid economic uncertainty. The purpose of this thesis is to study green marketing and whether the adoption of such practices is sustainable for businesses in difficult economic times. The work is organized into three chapters. The first chapter reviews green marketing presents its history, concept, importance, and differences in B2B and B2C markets. Also, it presents the main economic indicators that show the advent of an economic crisis as well as their impact on the world economy. The second chapter refers to the risk factors of green marketing as well as the factors that influence consumer purchasing behavior. The role of innovation in balancing the costs of green marketing is analyzed as well as the determining factors that shape consumer purchasing behavior patterns. In addition, the distinction between green and conventional products is given and the factors that affect their price are examined. In the third chapter, the case of Bioagros is examined and the conclusions are presented. Finally, the bibliography follows.

Postgraduate Studies Programme

Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/15844
http://dx.doi.org/10.26267/unipi_dione/3266

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα