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Tuesday, April 24 • 8:20am - 8:40am
Merging Environmental And Relationship Marketing To Promote Environmental Preservation

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By applying relationship marketing theories and tactics to environmental marketing, this study will attempt to formulate an improved marketing structure to be utilized by Asheville GreenWorks in their “Love Your Trees” campaign. The objective of this research is to examine strategic communications tactics that can help promote long-term environmental activism. This study seeks to synthesize information, identify causes of the inadequacies in environmental marketing and formulate solutions. In addition to psychological and marketing theories, data collected from press releases as well as social media posts, comments and responses of successful environmental organizations will be utilized as analytic tools. Studies on conservation psychology will be fundamental as well. This study broadens the literature on environmental marketing theories by synthesizing relationship marketing and communication techniques to clearly illustrate the process of creating emotional connections between individuals, organizations and the environment.

Tuesday April 24, 2018 8:20am - 8:40am PDT
316 Karpen Hall

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