The Green Marketing Challenge and its Influence on the young and educated Bulgarians
Cardiff Metropolitan University
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In relation to the uprising environmental concerns and the negative impact that our everyday practices have on the environment, I would like to base my research on the ongoing popularization of the green marketing, the impact that it has on the Bulgarian young and educated consumer’s and thеir perception of the green products. The research will observe the most important drivers and barriers to becoming a more active eco-friendly consumer. Given the power that marketing has on the consumer’s habits and lifestyle, and due to the fact that the subject of environmentalism was not a global issue until the 80’s, all marketing activities were focused on pushing consumers into careless spending not taking into account the negative effect on the environment. Furthermore, the lack of knowledge related to the subject and the unstoppable consumer demand have brought out the need to start acting towards the preservation of the environment. This need made the increase of awareness possible, both for companies and consumers. In addition, due to the increase of the environmental education and awareness, companies and consumers started supporting, producing and using the green approaches and products. First, the academic literature on the subject will be examined. The research will identify and introduce the main concepts of green marketing, the impact that it has on the consumers and the barriers and drivers for their attitude and behavior. Furthermore, the reviewed literature available will provide the needed information for the successful completion of the research. The appropriate research methodology will be used, so as to clearly match and test the aims, objectives and hypothesis. The study will be carried out by using the positivistic philosophy and the deductive approach. A self-administered online questionnaire was conducted and distributed to a sample of 300 university students or people who have recently graduated. The questionnaire was filled in and returned by 105 participants which is a relatively low response rate – 35 %.
Master in Business Administration
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