Thesis supervisor: Szabolcs Nagy
Location of studies (in Hungarian): Miskolci Egyetem Abbreviation of location of studies: ME
Description of the research topic:
Environmentally-conscious Marketing (ECM) focuses on behavior shaping, with turning non-sustainable development patterns caused by traditional marketing into more sustainable by greening both consumers and companies. It deals with green consumers, eco-conscious company activities and the impact of governmental influencers on sustainability. The main research areas are as follows: analyzing the eco-consciousness of the population (consumers), investigation into sustainable company operations, and governmental influencers supporting sustainability. The expected impact of this subject is a paradigm shift, a radical mindset change of future decision makers to make solid ground for sustainability. The main research questions are as follows:
- What are the elements of the model of sustainable consumption?
- What is the relationship between the elements and how can it be measured (quantified)?
- What are the motives of sustainable consumption?
- What are the impacts of the dominant social paradigms and values on current consumption patterns?
- How does the sustainable marketing-mix work?
- What are the most effective tools for regulating companies?
Expected results:
- empirical model of sustainable consumption
- empirical model of sustainable company operations
- working out the level of eco-consciousness
- behavior shaping models
- the role of values and attitudes in eco-conscious behaviour
- attributes of successful eco-innovation
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