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Green Marketing Communities and blogs : mapping consumer’s attitudes for future sustainable marketing

Luck, Edwina M. & Ginanti, Ayu (2009) Green Marketing Communities and blogs : mapping consumer’s attitudes for future sustainable marketing. In Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009, Australian and New Zealand Marketing and Management , Melbourne, Australia, pp. 1-9.

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Abstract

The last three decades have seen consumers’ environmental consciousness grow as the environment has moved to a mainstream issue. Results from our study of green marketing blog site comments in the first half of 2009 finds thirteen prominent concepts: carbon, consumers, global and energy were the largest themes, while crisis, power, people, water, fuel, product, work, time, water, organic, content and interest were the others. However sub issues were also identified, as the driving factor of this information is coming from consumer led social networks. While marketers hold some power, consumers are the real key factor to possess influence for change. They want to drive change and importantly, they have the power. Power to the people.

Impact and interest:

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ID Code: 28558
Item Type: Conference Paper
Keywords: Green marketing, Leximancer
ISBN: 1-86308-158-5
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 the authors.
Deposited On: 12 Nov 2009 14:40
Last Modified: 05 Jun 2012 12:06

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