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Strategische Kommunikation Für Lohas: Nachhaltigkeitsorientierte Dialoggruppen Im Lebensmitteleinzelhandel
Paperback
Series: Forschung Und Praxis An der Fhwien der Wkw
ISBN13: 9783658051907
Publisher: Springer Gabler
Published: Dec 10 2014
Pages: 467
Weight: 1.72
Height: 1.00 Width: 6.69 Depth: 9.61
Language: German
Die Trendzielgruppe der LOHAS (Lifestyles of Health and Sustainability) wird vom Handel stark umworben und steht verstärkt im Visier von CSR-Managern. Doch wie denken diese Konsumenten über die Nachhaltigkeitsinitiativen von SPAR, Billa etc. und wie wollen sie im Rahmen der Unternehmenskommunikation angesprochen werden? Um hier Licht ins Forschungsdunkel zu bringen, führte Martin Pittner Gruppendiskussionen mit bewussten Konsumenten, Expertenbefragungen, eine Online-Befragung und eine Medienresonanzanalyse der Bio-Eigenmarken durch. Die Studie analysiert Wünsche, Meinungen und Kritik der Zielgruppe und beleuchtet das Thema Nachhaltigkeit im Lebensmitteleinzelhandel.
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