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Marketing to change public opinion on climate change : a case study

Mcdonnell, John & Bartlett, Jennifer L. (2009) Marketing to change public opinion on climate change : a case study. The International Journal of Climate Change : Impacts and Responses, 1(3), pp. 64-73.

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Abstract

Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible without a genuine commitment and consumers can be very cynical about green marketing campaigns. Can companies be climate change advocates and still satisfy shareholders? This paper offers a case study on an Australian insurance company that argues it can make money from doing the right thing.

Impact and interest:

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ID Code: 27985
Item Type: Journal Article
Additional URLs:
Keywords: Marketing, Climate Change, Insurance Case Study, Greenwashing, Corporate Social Responsibility
ISSN: 1835-7156
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Common Ground, John J. McDonnell, and Jennifer L. Bartlett
Deposited On: 27 Oct 2009 10:50
Last Modified: 22 Feb 2013 12:46

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