Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2023-01-20 DOI:10.1515/roms-2022-0084

N. Antoniades

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引用次数: 0

Abstract

Abstract Social marketing is all about creating, communicating, and delivering value to selected target markets; this value benefits society via the solution of major issues such as public health, safety, the environment, etc. Sadly, it seems that political mismanagement has created long-lasting or permanent ecological damage, a major public issue. Ecological environment issues impact future generations and humankind’s quality of life. This study aims to answer a crucial question: What do the political players due to help solve this problem? According to The CIS Model1, a government, a political party, or a politician not only need to create a political product (idea/proposal) but also needs to inform people about the product and support it. Given that The CIS Model is new, no studies were found to examine how a government can use The CIS Model as a strategy to advance Global Warming solutions for the benefit of the young generation (Generation Z). A sample of 205 adults aged 18–25 (Generation Z) from the USA, Europe, Asia, and Africa participated in the current study. According to the results of this study, the more a government uses The CIS Strategy to package global warming products, the higher Generation Z’s satisfaction (SFC), and the higher Generation Z’s loyalty to the government (LYT). The current study provides managerial implications and directions for future research.

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包装全球变暖产品:CIS战略作为Z世代满意度和忠诚度的驱动因素

摘要社会营销就是创造、交流并向选定的目标市场提供价值；这种价值观通过解决公共卫生、安全、环境等重大问题而造福社会。可悲的是，政治管理不善似乎造成了长期或永久的生态破坏，这是一个重大的公共问题。生态环境问题影响着子孙后代和人类的生活质量。这项研究旨在回答一个关键问题：政治参与者应该如何帮助解决这个问题？根据独联体模式1，政府、政党或政治家不仅需要创造政治产品（想法/提案），还需要向人们介绍产品并给予支持。鉴于独联体模式是新的，没有研究表明政府如何利用独联体模式作为促进全球变暖解决方案的战略，以造福年轻一代（Z世代）。来自美国、欧洲、亚洲和非洲的205名18-25岁的成年人（Z世代）参与了本研究。根据这项研究的结果，政府越是使用CIS战略来包装全球变暖产品，Z世代的满意度（SFC）就越高，Z世代对政府的忠诚度（LYT）也就越高。目前的研究为未来的研究提供了管理启示和方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.