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Green Marketing in Hospitality: Examining the Promotional Strategies for Sustainable and Healthy Products
Green Marketing in Hospitality: Examining the Promotional Strategies for Sustainable and Healthy Products
Detailed Information
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20250211153102
- ISBN
- 9798384087731
- DDC
- 640
- 서명/저자
- Green Marketing in Hospitality: Examining the Promotional Strategies for Sustainable and Healthy Products
- 발행사항
- [Sl] : The Ohio State University, 2024
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2024
- 형태사항
- 99 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 86-04, Section: B.
- 주기사항
- Advisor: Liu, Stephanie.
- 학위논문주기
- Thesis (Ph.D.)--The Ohio State University, 2024.
- 초록/해제
- 요약Despite the increase in green marketing promotions in the diverse hospitality marketplace, understanding of effective promotional strategies for green products, such as sustainable and healthy products, is still limited. This thesis endeavors to bridge this knowledge gap by exploring the influence of promotional cues-specifically, visual complexity and monetary incentives for sustainable products, alongside price framing and default presentation for healthy products-on consumer behavior.Two experimental studies were conducted to probe this research question. The findings from these studies suggest that promotional cues for both sustainable and healthy products positively influence consumer behavior towards these green products. The results are further substantiated through the exploration of underlying psychological mechanisms, including the mediation of perceived attractiveness for sustainable products, and a serial mediating process of perceived expensiveness and perceived healthiness for healthy products. These mechanisms are critical in driving favorable consumer responses to green products.Consequently, the insights derived from this study offer substantial value to both scholars and industry professionals. They provide strategic guidance on the implementation of effective promotional tactics aimed at promoting green products to consumers, thereby enriching the literature on green marketing and enhancing practical applications in the field.
- 일반주제명
- Home economics
- 일반주제명
- Health sciences
- 일반주제명
- Sustainability
- 키워드
- Green marketing
- 키워드
- Promotional cues
- 기타저자
- The Ohio State University Consumer Sciences
- 기본자료저록
- Dissertations Abstracts International. 86-04B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■020 ▼a9798384087731
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■035 ▼a(MiAaPQ)OhioLINKosu171345892754026
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a640
■1001 ▼aJeon, Suhyun Janis.
■24510▼aGreen Marketing in Hospitality: Examining the Promotional Strategies for Sustainable and Healthy Products
■260 ▼a[Sl]▼bThe Ohio State University▼c2024
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2024
■300 ▼a99 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 86-04, Section: B.
■500 ▼aAdvisor: Liu, Stephanie.
■5021 ▼aThesis (Ph.D.)--The Ohio State University, 2024.
■520 ▼aDespite the increase in green marketing promotions in the diverse hospitality marketplace, understanding of effective promotional strategies for green products, such as sustainable and healthy products, is still limited. This thesis endeavors to bridge this knowledge gap by exploring the influence of promotional cues-specifically, visual complexity and monetary incentives for sustainable products, alongside price framing and default presentation for healthy products-on consumer behavior.Two experimental studies were conducted to probe this research question. The findings from these studies suggest that promotional cues for both sustainable and healthy products positively influence consumer behavior towards these green products. The results are further substantiated through the exploration of underlying psychological mechanisms, including the mediation of perceived attractiveness for sustainable products, and a serial mediating process of perceived expensiveness and perceived healthiness for healthy products. These mechanisms are critical in driving favorable consumer responses to green products.Consequently, the insights derived from this study offer substantial value to both scholars and industry professionals. They provide strategic guidance on the implementation of effective promotional tactics aimed at promoting green products to consumers, thereby enriching the literature on green marketing and enhancing practical applications in the field.
■590 ▼aSchool code: 0168.
■650 4▼aHome economics
■650 4▼aHealth sciences
■650 4▼aSustainability
■653 ▼aConsumer behaviors in green products
■653 ▼aHealthy consumption
■653 ▼aGreen marketing
■653 ▼aPromotional cues
■653 ▼aHospitality marketplace
■690 ▼a0338
■690 ▼a0566
■690 ▼a0640
■690 ▼a0386
■71020▼aThe Ohio State University▼bConsumer Sciences.
■7730 ▼tDissertations Abstracts International▼g86-04B.
■790 ▼a0168
■791 ▼aPh.D.
■792 ▼a2024
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17164912▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
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