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Sustainability marketing myopia: The lack of persuasiveness in sustainability communication

Font, X and Villarino, J (2015) Sustainability marketing myopia: The lack of persuasiveness in sustainability communication Journal of Vacation Marketing, 21 (4). pp. 326-335.

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Abstract

Sustainability communication in accommodation businesses tends to be factual and descriptive, as companies are concerned with product-based messages that focus on what they do; they appear not to understand the potential benefits of constructing messages that would influence consumers to behave more sustainably, which is effectively sustainability marketing myopia. An analysis of 1,835 sustainability messages from award-winning businesses shows that messages communicate facts not emotions, and benefits for society as a whole rather than for the individual customer. The messages are explicit, but passive and not experiential hence they positively affect the cognitive but not the affective image of the business. The lack of message normalization and customer focus reinforces the image of sustainability being a niche concern. We reflect on the reasons for these shortcomings and highlight opportunities to improve persuasive communication, which we have now applied commercially in more than 400 website analyses and 60 training courses.

Item Type: Article
Subjects : Environment
Divisions : Faculty of Engineering and Physical Sciences > Centre for Environmental Strategy
Authors :
NameEmailORCID
Font, XUNSPECIFIEDUNSPECIFIED
Villarino, JUNSPECIFIEDUNSPECIFIED
Date : 8 June 2015
Identification Number : 10.1177/1356766715589428
Copyright Disclaimer : © The Author(s) 2015
Uncontrolled Keywords : Awards, Content analysis, Green, Online, Responsibility, Tourism for tomorrow
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 10 Feb 2017 10:15
Last Modified : 31 Oct 2017 19:07
URI: http://epubs.surrey.ac.uk/id/eprint/813506

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