ISSN: 2450-775X
eISSN: 2353-2874
OAI
DOI: 10.18276/miz.2016.45-35
Issue archive /
nr 4 (45) 2016
Ekoznakowanie w komunikacji marketingowej
(Ecolabelling in Marketing Communications)
| Authors: |
Iwona
Wilk
Politechnika Łódzka, Wydział Organizacji i Zarządzania |
| Keywords: | ecolabelling marketing communications sustainable development |
| Data publikacji całości: | 2016 |
| Page range: | 9 (393-401) |
| Klasyfikacja JEL: | M31 M37 |
Abstract
Ecolabelling plays an important role in the companies’ communication process with the market environment and encourages them to achieve better results in their ecological activities. The article aims to show the importance of ecolabelling company’s offer in its marketing communications. The article reviews selected literature concerning analyzed issues and presents the results of empirical research on the role of ecolabelling in the purchasing decisions of the respondents. The conducted research shows that ecolabels are credible instrument confirming the ecological characteristics of the product and may contribute to a better perception of the product on the market.
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