The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Greenwashing as Influencing Factor to Brand Switching Behavior Among Generation Y in the Social Media Age
Abstract
Nowadays, social media (SM) platforms provide easy and affordable tools to market products' brands and services to a wider audience. It is rampant that many fast-moving consumable goods (FMCG) companies are using deceit-marketing tactics perceived as more environmentally friendly sensitive to their environment through the application of social media platforms. This deceptive approach is often used to enhance their market share base, profitability, brand equity, increase brand loyalty, increase their sales volume, and expand brand equity at the expense of Generation Y ignorance. This incessant practice of deceit tactic is called “greenwashing.” Greenwashing has become prevalent and increasing in geometrical progression in the FMCG industry targeting Generation Y using the power of social media platforms. The high rate of this concern has become increasingly popular and interesting due to large benefits associated with green marketing initiatives and the role SM is playing towards it.
Related Content
|
Mukul Bhatnagar, Nitin Pathak.
© 2024.
16 pages.
|
|
Mitushi Singh, Mukul Bhatnagar.
© 2024.
32 pages.
|
|
Vikas Sharma, Sanjay Taneja, Kshitiz Jangir, Kirti Khanna.
© 2024.
15 pages.
|
|
Preet Kanwal.
© 2024.
17 pages.
|
|
Kapil Sharma, Yogesh Kumar, Rajiv Khosla, Sanjay Taneja.
© 2024.
16 pages.
|
|
Sanjeev Kumar, Mohammad Badruddoza Talukder, Firoj Kabir, Fahmida Kaiser.
© 2024.
15 pages.
|
|
K. K. Kishore Mishra, Swati Priya, Syed Sajid Hussain, Swati Gupta.
© 2024.
17 pages.
|
|
|