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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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.

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ID Code: 27985
Item Type: Journal Article
Refereed: Yes
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
Copyright Owner: Copyright 2009 Common Ground, John J. McDonnell, and Jennifer L. Bartlett
Deposited On: 27 Oct 2009 00:50
Last Modified: 21 Jun 2017 14:42

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