| Title | Global Trends In Marketing Communication Of The Brands Applying The Principles Of Circular Economy |
|---|---|
| ID_Doc | 701 |
| Authors | Kusa, A; Piatrov, I |
| Title | Global Trends In Marketing Communication Of The Brands Applying The Principles Of Circular Economy |
| Year | 2018 |
| Published | |
| Abstract | Modern society is getting more and more aware of their social responsibility and their real impact on the state of the environment or the planet itself. When we speak about how to enhance social awareness, one may be sure that these changes occur in all the market spheres, either from the viewpoint of consumers or businesses. Consumers are becoming more interested in the product origin or its environmental friendliness in the process of production or use as well as in product disposal after consumption. Global brands are playing a key role when positively influencing consumer behaviour for the benefit of long-term sustainability. By their attitude to the environment, producers are able to transfer such positive behaviour to their consumers and thus contribute to the challenge the whole society is currently facing - protection of natural resources and maintenance of sustainability. Various brands have already understood their corporate responsibility and are willing to educate their consumers accordingly. The given paper is going to deal with global brands which are responsible enough to apply the principles of circular economy. The core part of the paper consists of the analysis of communication principles of these brands with the purpose of identifying global trends in marketing communication while applying the principles of circular economy. |
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