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JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY
Sustainability Marketing Strategies in Advertising Campaigns–Boon or Bane?
Author(s): Marc M. Kuhn, Yvonne V. Zajontz, Vanessa Kollmann
Citation: Marc M. Kuhn, Yvonne V. Zajontz, Vanessa Kollmann, (2012) "Sustainability Marketing Strategies in Advertising Campaigns–Boon or Bane?," Journal of Strategic Innovation and Sustainability, Vol. 8, Iss. 2, p. 62 - 65
Article Type: Research paper
Publisher: North American Business Press
Abstract:
As the generation of renewable energy gains importance, large energy suppliers have begun to change
their marketing strategies into campaigns that include information about where their energy comes from.
This paper presents the results of an eye tracking experiment that analyses the significance of renewable
energy generation in advertising campaigns. The consumers’ perception will be examined through
campaigns from German energy suppliers, which include ecological elements displaying the green
marketing strategy. It is hypothesised that eye movements can give a real impression of how user’s
attention is affected through the given ecological stimuli within the advertisements.
