Đánh giá các chương trình tiếp thị môi trường trong khu vực đô thị của thành phố Mexico

Berenice Maldonado-Hernández1, Eva Conraud-Koellner2, Luis Arturo Rivas-Tovar1
1ESCA Santo Tomás del Instituto Politécnico Nacional de México, Mexico, Mexico
2Guanajuato Campus UCEA, Mexico, Mexico

Tóm tắt

Bài báo này phân tích kết quả của các chương trình tiếp thị môi trường trong các chiến dịch chất lượng không khí được thực hiện bởi các tổ chức và chính phủ tại khu vực đô thị của thành phố Mexico. Nó mô tả các mô hình tiếp thị được tìm thấy trong tài liệu và từ các biến được chọn, chúng tôi đã phỏng vấn những người phụ trách các chương trình đa dạng và các chuyên gia trong lĩnh vực chất lượng không khí, bao gồm cả người đoạt giải Nobel Hóa học năm 1995, Mario Molina. Bài báo cũng phân tích năm biến trong các chiến dịch đã được đánh giá: định hướng con người–thiên nhiên, tri thức sinh thái, hậu quả cá nhân, hậu quả môi trường, và sự kiểm soát mà mọi người cảm nhận. Kết quả của bài nghiên cứu này, chúng tôi trình bày một mô hình tiếp thị môi trường.

Từ khóa

#tiếp thị môi trường #chất lượng không khí #chương trình môi trường #khu vực đô thị #nghiên cứu môi trường

Tài liệu tham khảo

Carlson L, Grove SJ, Kangun N (1993) A content analysis of environmental advertising claims: a matrix method approach. Journal of Advertising 22:27–39 Chamorro A (2003) El etiquetado ecológico: un análisis de su utilización como instrumento de marketing. PhD Thesis Dissertation, University of Extremadura (Spain) Chan RYK (2004) Consumer responses to environmental advertising in China. Marketing Intelligence & Planning 22(4):427–437 Chan RYK, Lau LBY (2000) Antecedents of green purchases: a survey in China. Journal of Consumer Marketing 17(4):338–357 Coddington W (1993) Environmental marketing: positive strategies for reaching green consumers. McGraw-Hill, New York D’Souza C (2004) Ecolabel programmes: a stakeholder (consumer) perspective. Corporate Communications: An International Journal 9(3):179–188 Davis JJ (1993) Strategies for environmental advertising. Journal of Consumer Marketing 10(2):19–36 Davis JJ (1994) Consumer response to corporate environmental advertising. Journal of Consumer Marketing 11(2):25–37 Follows SB, Jobber D (2000) Environmentally responsible purchase behavior: a test of a consumer model. European Journal of Marketing 34(5/6):723–746 Ghobadian A, Viney H, James P, Lui J (1995) The influence of environmental issues in strategic analysis and choice: a review of environmental strategy among top UK corporations. Management Decision 33(10):46–58 Gupta MC (1995) Environmental management and its impact on the operations function. International Journal of Operations & Production Management 15(8):34–51 Harris LC, Crane A (2002) The greening of organizational culture: management views on the depth, degree and diffusion of change. Journal of Organizational Change Management 15(3):214–234 Instituto Nacional de Ecología de México (2000) La Ciencia detrás de la calidad del aire. Available http://www.ine.gob.mx/dgicurg/calaire/laciencia.html. Accessed 11 Jul 2006 Kalafatis SP, Pollard M, East R, Tsogas MH (1999) Green marketing and Ajzen’s theory of planned behavior: a cross-market examination. Journal of Consumer Marketing 16(5):441–460 Kärnä J, Hansen E, Juslin H (2003) Social responsibility in environmental marketing planning. European Journal of Marketing 37(5/6):848–871 Kassaye WW (2001) Green dilemma. Marketing Intelligence & Planning 19(6):444–455 Klassen RD, McLaughlin CP (1996) The impact of environmental management on firm performance. Management Science 42(8):1199–1214 Laroche M, Bergeron J, Barbaro-Forleo G (2001) Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18(6):503–520 Lawrence L, Andrews D, France C (1998) Alignment and deployment of environmental strategy through total quality management. The TQM Magazine 10(4):238–245 Lin B, Jones CA, Hsieh C-T (2001) Environmental practices and assessment: a process perspective. Industrial Management & Data Systems 101(2):71–80 Martin B, Simintiras AC (1995) The impact of green product lines on the environment: does what they know affect how they feel? Marketing Intelligence & Planning 13(4):16–23 McArthur E (1994) Green marketing comes down to earth. Australian Professional Marketer (February):14–19 McDaniel SW, Rylander DH (1993) Strategic green marketing. Journal of Consumer Marketing 10(3):4–10 McDougall GHG (1993) The green movement in Canada: implications for marketing strategy. Journal of International Consumer Marketing 15(3):69–87 Mee N, Clewes D (2004) The influence of corporate communications on recycling behavior. Corporate Communications: An International Journal 9(4):265–275 Mendleson N, Polonsky MJ (1995) Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing 12(2):4–18 Moisander J, Pesonen S (2002) Narratives of sustainable ways of living: constructing the self and the other as a green consumer. Management Decision 40(2):329–342 Molina M, Molina L (2000) Air quality in the Mexico megacity. An integrated assessment. Kluwer Omega Ilce (2006) La atmósfera. La contaminación del aire. Available http://omega.ilce.edu.mx:3000/sites/ciencia/volumen2/ciencia3/097/htm/sec_11.htm. Accessed 11 Jul 2006 Ottman J (1992a) Green marketing: challenges and opportunities for the new marketing age. NTC, Lincolnwood (IL) Ottman J (1992b) Brand ‘stewards’ will guide environmental planning. Marketing News 26(8):15 Polonsky MJ (1995) A stakeholder theory approach to designing environmental marketing strategy. Journal of Business & Industrial Marketing 10(3):29–46 Polonsky MJ, Mintu-Wimsatt AT (1995) Environmental marketing: strategies, practice, theory and research. Haworth, New York Polonsky MJ, Carlson L, Grove S, Kangun N (1997) International environmental marketing claims real changes or simple posturing? International Marketing Review 14(4):218–232 Rao P (2002) Greening the supply chain: a new initiative in South East Asia. International Journal of Operations & Production Management 22(6):632–655 Roarty M (1997) Greening business in a market economy. European Business Review 97(5):244–254 Sarmiento J (2006) Programas para mejorar la calidad del aire de la ZMVM. Report on the conference Foro de Monitoreo Atmosférico y Taller de Gestión Ambiental del Aire Schlegelmilch BB, Bohlen GM, Diamantopoulos A (1996) The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing 30(5):35–55 Secretaría de Medio Ambiente del Distrito Federal (2006a) Dióxido de Azufre (SO2). Available http://www.sma.df.gob.mx/simat/pnso2.htm. Accessed 29 Oct 2006 Secretaría de Medio Ambiente del Distrito Federal (2006b) Dióxido de Nitrógeno (NO2). Available http://www.sma.df.gob.mx/simat/pnno2.htm#salud. Accessed 29 Oct 2006 Secretaría de Medio Ambiente del Distrito Federal (2006c) Monóxido de carbono (CO). Available http://www.sma.df.gob.mx/simat/pnco.htm. Accessed 29 Oct 2006 Secretaría de Medio Ambiente del Distrito Federal (2006d) Ozono (O3). Available http://www.sma.df.gob.mx/simat/pnozono.htm#salud. Accessed 29 Oct 2006 Secretaría de Medio Ambiente del Distrito Federal (2006e) Partículas. Available http://www.sma.df.gob.mx/simat/pnparticulas.htm#afectan. Accessed 29 Oct 2006 Secretaría de Medio Ambiente del Distrito Federal (2006f) Radiación solar. Available http://www.sma.df.gob.mx/simat/pnradiacionn.htm. Accessed 29 Oct 2006 Straughan RD, Roberts JA (1999) Environmental segmentation alternatives: a look at green consumer behavior in the new Millennium. Journal of Consumer Marketing 16(6):558–575 Subhabrata BB (2001) Corporate environmental strategies and actions. Management Decision 39(1):36–44 The Roper Organization (1990) The environment: public attitudes and individual behavior. Study sponsored by S.C. Johnson & Son Inc. (July)