Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

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Research on the Impact of Integrated Marketing Communication on Consumers’ Perceived Value from the Perspective of Green Marketing

Authors
Yongzhen Ye1, 2, *
1Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Salaya, Thailand
2China Telecom Corporation Linited Shaoguan Branch, Shaoguan, China
*Corresponding author. Email: 492931417@qq.com
Corresponding Author
Yongzhen Ye
Available Online 15 May 2023.
DOI
10.2991/978-94-6463-142-5_84How to use a DOI?
Keywords
Integrated marketing communication; Consumers' perceived value; Green marketing
Abstract

Against the background of deteriorating global environmental problems, the concept of green development is deeply rooted in the hearts of the people, and green products are increasingly favored by consumers. This paper focuses on the impact of green integrated marketing communication behavior on consumers’ perceived value, to explore whether green marketing can effectively enhance consumers’ perceived value, and whether integrated marketing communication can enhance the role of green marketing behavior on consumers’ perceived value. Through online and offline questionnaire surveys, combined with SPSS for empirical analysis, this paper finds that the obtained perceived value proves that the research hypothesis of this paper is correct and consumers who with stronger environmental awareness obtain stronger consumer perceived value through green marketing. This is because consumers prefer to consume green products to meet their own consumption effectiveness and maximize their own consumption effectiveness.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
15 May 2023
ISBN
10.2991/978-94-6463-142-5_84
ISSN
2352-5428
DOI
10.2991/978-94-6463-142-5_84How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yongzhen Ye
PY  - 2023
DA  - 2023/05/15
TI  - Research on the Impact of Integrated Marketing Communication on Consumers’ Perceived Value from the Perspective of Green Marketing
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 742
EP  - 748
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_84
DO  - 10.2991/978-94-6463-142-5_84
ID  - Ye2023
ER  -