Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.

The Future of TV Advertising Targeting Young Slovak Consumers

The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.