Exploring the Impact of Life Cycle Assessment (LCA) on Green Marketing Communications in the European Automotive Industry: a consumer-based analysis
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School of Business |
Bachelor's thesis
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Date
2023
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
53 + 10
Series
Abstract
Objectives The main objectives of this study were to investigate a beneficial association between LCA-based information and green marketing communications, to address consumer attitudes and behaviors in response to green advertising and car ecolabels, and to identify key environmental improvement stages that significantly impact consumers’ green product purchase intentions in the European automotive industry. Summary The study begins by critically evaluating the current literature on green marketing communications in the European automotive industry. It explores the Life Cycle Assessment concept and its application in the B2C sector. A quantitative survey was conducted across European countries and among 140 qualified respondents who own a car or decided to buy one in the future. The questionnaire was developed based on the conceptual framework presented in the literature review section. Conclusions Marketing communications, including green advertising and ecolabels credibility, employed LCA-based information to show positive relationships with environmental consciousness and perceived product values. However, information load did not impact negatively as hypothesized. Marketers should clarify eco-friendly product benefits, highlight the importance of eco-labels, and balance environment aspects with pricing and convenience.Description
Thesis advisor
Mota, MarcioKeywords
European automotive industry, life cycle assessment, green marketing communications, purchase intentions, cars, LCA, green advertising, environmental consciousness