Green Marketing in UK: The sustainable digital advertising as an influence of customer purchase decision
Acuña López, Ethel Alejandra (2023)
Acuña López, Ethel Alejandra
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622184
https://urn.fi/URN:NBN:fi:amk-2023060622184
Tiivistelmä
The thesis investigates how sustainable promotion influences consumers’ purchase decisions in the digital market. The author aims to thoroughly investigate the various elements of consumer purchasing decisions, considering sustainable digital promotion as the primary influence.
In summary, the research was to thoroughly understand the issue of sustainability and the impact they have on the lives of consumers, taking advertising as a focus since it is considered that advertising is the main factor that generates an attraction and incitement to make purchasing decisions and more in such an interconnected era, That is why the research of sustainable promotion focused only on the digital market, also to have a vast knowledge of how technology has now also influenced purchasing decisions as well as the impact of the environment by the emission of carbon footprint.
In addition, the research is developed so that the reader generates awareness of how green marketing practices have evolved and why these practices can cause positive changes in the environment and society, influencing purchasing habits for both consumers and companies by knowing the impact of sustainable promotion in digital media. It is also important to mention that in the reading of the thesis, there are cases of two countries, Mexico and the United Kingdom, where the application of sustainable promotion in digital media is presented, each with a different level of development so that the reader knows the presence of sustainable practices in a developed country versus a developing one.
The development of the thesis is a research based on quantitative analysis where in the theoretical framework in the theoretical framework, definitions of green marketing, greenwashing, sustainable promotion, digital market, and programs related to the prevention of carbon footprint are explained. This intends to subsequently conduct qualitative and quantitative research based on questionnaires for the Mexican and British markets on sustainable promotion, promotion in digital networks, ethical awareness, and brand choice for sustainable promotion practices.
In conclusion, both the development of the thesis and the results of the surveys showed the influence and importance of sustainable promotion in consumers' purchasing decisions, the great concern generated when companies apply these practices, and what has been consumers’ reactions to this.
In summary, the research was to thoroughly understand the issue of sustainability and the impact they have on the lives of consumers, taking advertising as a focus since it is considered that advertising is the main factor that generates an attraction and incitement to make purchasing decisions and more in such an interconnected era, That is why the research of sustainable promotion focused only on the digital market, also to have a vast knowledge of how technology has now also influenced purchasing decisions as well as the impact of the environment by the emission of carbon footprint.
In addition, the research is developed so that the reader generates awareness of how green marketing practices have evolved and why these practices can cause positive changes in the environment and society, influencing purchasing habits for both consumers and companies by knowing the impact of sustainable promotion in digital media. It is also important to mention that in the reading of the thesis, there are cases of two countries, Mexico and the United Kingdom, where the application of sustainable promotion in digital media is presented, each with a different level of development so that the reader knows the presence of sustainable practices in a developed country versus a developing one.
The development of the thesis is a research based on quantitative analysis where in the theoretical framework in the theoretical framework, definitions of green marketing, greenwashing, sustainable promotion, digital market, and programs related to the prevention of carbon footprint are explained. This intends to subsequently conduct qualitative and quantitative research based on questionnaires for the Mexican and British markets on sustainable promotion, promotion in digital networks, ethical awareness, and brand choice for sustainable promotion practices.
In conclusion, both the development of the thesis and the results of the surveys showed the influence and importance of sustainable promotion in consumers' purchasing decisions, the great concern generated when companies apply these practices, and what has been consumers’ reactions to this.