Uniwersytet Ekonomiczny, Wrocław
The goal of this article is to answer to the question: how to investigate the effectiveness and efficiency of ecological activities in marketing perspective? The starting point of the considerations is a definition of the ecological activities as one of possible instruments that aims to increase the business value. The question of investigations of the effectiveness and efficiency of ecological activities in marketing takes the following form: how the ecological content of marketing communication influence the buyer perception and behavior? The ecological messages are usually investigated as elements of larger communication units (advertisements, and packaging) describing the offers (for instance products or employment offers). It is supposed in the investigations that ecological content influence positively both perception and behavior. An experimental method can be used to check the suppositions. The author of the article presents two typical schemes of experiments used in investigations of communication of ecologic content in marketing. In the first scheme, researchers use the ecological content as the only one modification that is supposed to influence the consumers perceptions and behavior. The possible results of hypotheses checking in this kind of research are as follows: (1) yes, it does or (2) no it doesn’t. In the second scheme, researchers use the ecological messages together with others, non-ecological onces that are supposed to influence the consumers perceptions and behavior. The possible results of hypotheses’ checking in this kind of research are different: (1) the ecological content influence stronger than the other messages on the perceptions and behavior or (2) the ecological content influence weaker than the other messages on the perceptions and behavior. Methodological hints for the further research of effectiveness and efficiency of ecological content communication create the result of the considerations. When researchers use the second scheme of experiment, they reach better quality of explanation research (they take into consideration on more condition of explanatory research) and better quality of managerial implications. The author of the article hopes that presented analyses and hints will encourage other researchers to make new investigations of ecological activities in marketing perspective.
badania empiryczne; problem decyzyjny
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