Detail publikačního výsledku

Environmental Reporting as a Part of a Marketing Communication

PAVLÁKOVÁ DOČEKALOVÁ, M.; HORNUNGOVÁ, J.

Original Title

Environmental Reporting as a Part of a Marketing Communication

English Title

Environmental Reporting as a Part of a Marketing Communication

Type

Chapter in a book

Original Abstract

The paper aims to examine the role of environmental reporting as the part of marketing communication of a company. This corporate activity can play the important role towards company’s various stakeholders, especially to customers and suppliers. They can evaluate the impact of such marketing information on a company´s corporate reputation and brand image. The research is focused on small and medium-sized enterprises operating in the manufacturing industry. Data applied in the paper has been tested through Chi-square test. Research presented in this paper has proved that environmental reporting positively influences concluding of new contracts. Environmental communication and labelling is an important source of information for environmentally conscious consumers and it has the potential to influence their decision-making.

English abstract

The paper aims to examine the role of environmental reporting as the part of marketing communication of a company. This corporate activity can play the important role towards company’s various stakeholders, especially to customers and suppliers. They can evaluate the impact of such marketing information on a company´s corporate reputation and brand image. The research is focused on small and medium-sized enterprises operating in the manufacturing industry. Data applied in the paper has been tested through Chi-square test. Research presented in this paper has proved that environmental reporting positively influences concluding of new contracts. Environmental communication and labelling is an important source of information for environmentally conscious consumers and it has the potential to influence their decision-making.

Keywords

Reporting, Marketing Communication, SMEs, Chi-square test

Key words in English

Reporting, Marketing Communication, SMEs, Chi-square test

Authors

PAVLÁKOVÁ DOČEKALOVÁ, M.; HORNUNGOVÁ, J.

RIV year

2017

Released

02.01.2017

Publisher

Springer International Publishing

Location

Mykonos, Greece

ISBN

978-3-319-33863-7

Book

Strategic Innovative Marketing

Edition

1

ISBN

2198-7246

Periodical

Springer Proceedings in Business and Economics

State

Swiss Confederation

Pages from

331

Pages to

336

Pages count

6

Full text in the Digital Library

http://hdl.handle.net/

BibTex

@inbook{BUT126572,
  author="Marie {Pavláková Dočekalová} and Jana {Hornungová}",
  title="Environmental Reporting as a Part of a Marketing Communication",
  booktitle="Strategic Innovative Marketing",
  year="2017",
  publisher="Springer International Publishing",
  address="Mykonos, Greece",
  series="1",
  pages="331--336",
  doi="10.1007/978-3-319-33865-1\{_}42",
  isbn="978-3-319-33863-7"
}