SHS Web of Conf.
Volume 92, 2021The 20th International Scientific Conference Globalization and its Socio-Economic Consequences 2020
|Number of page(s)||9|
|Section||Behavioral Economics and Decision-Making|
|Published online||13 January 2021|
The impact of globalization on selected aspects of marketing communication in the circular economy
University of Ss. Cyril and Methodius, Faculty of Mass Media Communication, Department of Marketing Communication, Nám. J. Herdu 2, 917 01 Trnava, Slovakia
* Corresponding author: firstname.lastname@example.org
Research background: From the world point of view, we are continually struggling with the opinion that economic growth must be connected with the deterioration of the environment and the quality of people´s lives. If we talk about environmental policy based on globalization changes, the discussion is more about mitigating the negative impacts of industrial production. Most products are not made in the way they can be reused in production, so the company is not ready to deal with the waste that is accumulated in various legal and illegal landfills. The priority of the circular economy is globally considered as save and efficiency in the use of limited natural resources, constantly streamlining the production of individual products associated with high efficiency and low consumption of low-emission resources. These are the main reasons why it is essential to focus on this area and bring innovative options on how to inform the public about this issue.
The aim of the article: Our paper aims to point out, from the perspective of globalization, how important is the application of individual tools of marketing communication in the circular economy, through which the general public gets acquainted with the application of innovative environmental concepts.
Methods: Main research from the dissertation thesis, the results of which we also used in this paper, consisted of more parts – analyses of findings, quantitative research, statistics methods.
Findings and value-added: From a summary of gained findings is possible to prepare a general knowledge model for the mentioned areas.
Key words: Globalization / Environment / Marketing communication / Circular economy / Consumer
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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