环境公关对产品消费的影响

O. Zyma, R. Stefański, M. Golub
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引用次数: 0

摘要

本文认为,现代媒体和公共关系在解决环境问题方面发挥着重要作用。研究表明,要为生态公关的实施创造有利条件,不仅要考虑到企业与目标受众之间的关系,还要考虑到环境公关主体之间的关系。研究证明,利用РR-tools进行环境公关是可能的,根据不同的措施,可以是多种多样的,如在大众传媒上出版;记者活动;环保措施;社会环境的广告。基于广义的文献来源,已经证明,支持社会责任企业的现代市场关系需要在环境公关中使用这些动机方面,以塑造消费者对环境和健康的关心态度。事实证明,在生产环保产品的同时,也会出现相反的现象——洗绿。因此,开展环境公关并对生态问题负责的企业社会责任的例子,构成了所有市场参与者的环境保护社会责任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The impact of environmental PR on product consumption
The article argues that modern media and public relations play a significant role in addressing environmental issues. It is shown that in order to create favorable conditions for the implementation of ecological PR, it is necessary to take into account the relations not only between the enterprises and their target audiences but also between the subjects of environmental PR. It is proved that carrying out environmental PR is possible with the use of РR-tools, which can be various, depending on measures, such as publications in mass media; events for journalists; environmental measures; social-environmental advertising. Based on generalized literature sources, it has been proved that modern market relations for the support of socially responsible businesses require the use of such aspects of motivation during environmental PR that shape the consumer with a caring attitude to the environment and their health. It is proved that along with the production of environmentally friendly products, the opposite phenomenon is observed – greenwashing. Therefore, examples of social responsibility of enterprises that carry out environmental PR and are responsible for ecological problems form social responsibility for environmental protection for all market participants.
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