Assessing Consumer Skepticism Towards Sustainable Marketing

Abdallah Tariq Abubakar Zubedi, Hossein Nezakati, Leili Abdi

Abstract


This study aims to assess the influences of skepticism factors toward sustainable marketing. To reach this, a qualitative approach was conducted, and through analysis, it is found that former factors that contribute to skepticism are still taken into consideration. Such as weak communication, which findings show participants expect a better effective communication process that includes transparency of Cause Related Marketing activity processes. Other findings were customer loyalty, the responsibility of the energy industry, competitive advantages and mainly a new finding, which is skepticism towards SME’s sustainable marketing and its factors.

This study aims to assess the influences of skepticism factors toward sustainable marketing. To reach this, a qualitative approach was conducted, and through analysis, it is found that former factors that contribute to skepticism are still taken into consideration. Such as weak communication, which findings show participants expect a better effective communication process that includes transparency of Cause Related Marketing activity processes. Other findings were customer loyalty, the responsibility of the energy industry, competitive advantages and mainly a new finding, which is skepticism towards SME’s sustainable marketing and its factors.


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