Marianna Urmínová - Academia.edu (original) (raw)
Papers by Marianna Urmínová
Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences, 2021
Marketing communication concerning the consumer in the retail food market is currently undergoing... more Marketing communication concerning the consumer in the retail food market is currently undergoing significant changes, based on a shift from the passive supply to manage the consumer, toward an effort to understand his needs. The changes in communication are influenced by the technological revolution, which has also significantly affected retail and consumer shopping behavior, resulting in the modern changes in how to approach customers nowadays. Marketing communication must respond to changes in purchasing behavior with the greatest possible flexibility and ability to follow current trends. The presented research will aim to present the importance of the topic and emphasize its topicality by defining specific forms of communication causing an increase in consumer interest in local and sustainable food. Part of the aim of the presented work will be a general proposal for applying specific forms of marketing communication, increasing the interest of consumers in local foods characterized by the attribute of sustainability. The theoretical basis of the work presents current knowledge focused on marketing communication about sustainability in the food chain and consumers' relationship to local and sustainable food, which builds the communication. The work is based on collecting primary data and their subsequent management by mathematical and statistical methods. Friedman's test as a method used for data processing allows us to reveal differences in consumer preferences between various forms of standardized marketing communication to increase local, sustainable foods to engage the consumer. Independently of the Friedman test, the Chi-square test allows us to find races among the individuals corresponding to the respondents. The research results reveal that the differences between the various forms of standardized marketing communication bring a new perspective on the role of communication with the consumer. The results also reveal the role of a specific label expressing the sustainability of local foods. The benefit of our work is to set recommendations for producers and distributors of local and sustainable foods in the field of marketing communication.
Journal of Risk and Financial Management, 2020
Sustainability and corporate social responsibility have today become key assets of many successfu... more Sustainability and corporate social responsibility have today become key assets of many successful businesses and corporations. Despite constantly growing environmental awareness, we are still facing the issue of overconsumption in both the textile and fashion industries. This is mainly due to improper marketing communication of sustainable subjects or a rather low level of consumers’ awareness of sustainability issues. The main objective of the research is, through the opinions of
selected authors and their studies, to compare the results of our own research focusing on Generations Y and Z and dealing with marketing communication of sustainable fashion. As part of the above
objective, we attempt to propose the general trend in marketing communication of sustainable subjects. In order to reach this objective, we use the method of description and comparison of opinions of various authors, the analysis of the research questionnaire into the impact of marketing communication of sustainable fashion houses on consumers from Generations Y and Z and its comparison with previous research for the last three years. Thanks to the results of the research,
we could observe that tools, media or forms of marketing communication of sustainable fashion producers have certainly changed. The research also provides answers to some of our questions in relation to the general interest of consumers in fashion sustainability, price as a decisive factor in the purchase of sustainable goods and the need for proper education in the field of sustainable fashion or any corresponding forms of marketing communication of sustainable subjects.
Keywords: consumer behaviour; marketing communication; sustainable fashion; corporate identity; education; Generation Y; Generation Z
Proceedings of the 15th European Conference on Innovation and Entrepreneurship, 2020
Sustainability and responsible entrepreneurship are now becoming the cornerstone of many successf... more Sustainability and responsible entrepreneurship are now becoming the cornerstone of many successful companies at the present. Despite the growing awareness of environmental issues, we are constantly encountering an enormous scale of problems in the textile and fashion industry. It is undeniable that the textile and fashion industry is one of the oldest and largest industries in the world. It consumes a large amount of water in its processes compared to any other industry and
releases enormous amounts of toxic chemicals into the environment. It is also considered to be the second most polluting industry in the world. The theoretical study consists of several parts. The first part is devoted to the processes of business in the field of sustainable fashion in the world and current forms of its communication towards consumers and it also focuses on pointing out the need of sustainability in the fashion industry in the processes of circular economy. The second part of
the study focuses on secondary research in the field of sustainable marketing communication and on the analysis of opinions of several contemporary authors about the sustainability issue in the fashion industry. It is also focused on the analysis from several surveys in the field of marketing communication sustainable fashion and the effectiveness of its marketing tools. In general, sustainable fashion communications should be properly timed through several appropriate communication channels. We focus our attention mainly on social media. We focus on the efficiency and effectiveness of social networks,
which have a significant impact on the environmental consumer behaviour. Based on the previous knowledge, the study concludes with the reader several innovative approaches and ways of communication of responsible business processes in the field of sustainable fashion. Innovative approaches and ways of communicating should be part of the education processes about the sustainability and responsible business of fashion companies. Based on the previous opinions and research, the
study provides a general concept of recommendations that can be educationally established within responsible business processes of many companies operating in the fashion industry.
Keywords: sustainability fashion, circular fashion, sustainability communications, social media, education
Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences, 2021
Marketing communication concerning the consumer in the retail food market is currently undergoing... more Marketing communication concerning the consumer in the retail food market is currently undergoing significant changes, based on a shift from the passive supply to manage the consumer, toward an effort to understand his needs. The changes in communication are influenced by the technological revolution, which has also significantly affected retail and consumer shopping behavior, resulting in the modern changes in how to approach customers nowadays. Marketing communication must respond to changes in purchasing behavior with the greatest possible flexibility and ability to follow current trends. The presented research will aim to present the importance of the topic and emphasize its topicality by defining specific forms of communication causing an increase in consumer interest in local and sustainable food. Part of the aim of the presented work will be a general proposal for applying specific forms of marketing communication, increasing the interest of consumers in local foods characterized by the attribute of sustainability. The theoretical basis of the work presents current knowledge focused on marketing communication about sustainability in the food chain and consumers' relationship to local and sustainable food, which builds the communication. The work is based on collecting primary data and their subsequent management by mathematical and statistical methods. Friedman's test as a method used for data processing allows us to reveal differences in consumer preferences between various forms of standardized marketing communication to increase local, sustainable foods to engage the consumer. Independently of the Friedman test, the Chi-square test allows us to find races among the individuals corresponding to the respondents. The research results reveal that the differences between the various forms of standardized marketing communication bring a new perspective on the role of communication with the consumer. The results also reveal the role of a specific label expressing the sustainability of local foods. The benefit of our work is to set recommendations for producers and distributors of local and sustainable foods in the field of marketing communication.
Journal of Risk and Financial Management, 2020
Sustainability and corporate social responsibility have today become key assets of many successfu... more Sustainability and corporate social responsibility have today become key assets of many successful businesses and corporations. Despite constantly growing environmental awareness, we are still facing the issue of overconsumption in both the textile and fashion industries. This is mainly due to improper marketing communication of sustainable subjects or a rather low level of consumers’ awareness of sustainability issues. The main objective of the research is, through the opinions of
selected authors and their studies, to compare the results of our own research focusing on Generations Y and Z and dealing with marketing communication of sustainable fashion. As part of the above
objective, we attempt to propose the general trend in marketing communication of sustainable subjects. In order to reach this objective, we use the method of description and comparison of opinions of various authors, the analysis of the research questionnaire into the impact of marketing communication of sustainable fashion houses on consumers from Generations Y and Z and its comparison with previous research for the last three years. Thanks to the results of the research,
we could observe that tools, media or forms of marketing communication of sustainable fashion producers have certainly changed. The research also provides answers to some of our questions in relation to the general interest of consumers in fashion sustainability, price as a decisive factor in the purchase of sustainable goods and the need for proper education in the field of sustainable fashion or any corresponding forms of marketing communication of sustainable subjects.
Keywords: consumer behaviour; marketing communication; sustainable fashion; corporate identity; education; Generation Y; Generation Z
Proceedings of the 15th European Conference on Innovation and Entrepreneurship, 2020
Sustainability and responsible entrepreneurship are now becoming the cornerstone of many successf... more Sustainability and responsible entrepreneurship are now becoming the cornerstone of many successful companies at the present. Despite the growing awareness of environmental issues, we are constantly encountering an enormous scale of problems in the textile and fashion industry. It is undeniable that the textile and fashion industry is one of the oldest and largest industries in the world. It consumes a large amount of water in its processes compared to any other industry and
releases enormous amounts of toxic chemicals into the environment. It is also considered to be the second most polluting industry in the world. The theoretical study consists of several parts. The first part is devoted to the processes of business in the field of sustainable fashion in the world and current forms of its communication towards consumers and it also focuses on pointing out the need of sustainability in the fashion industry in the processes of circular economy. The second part of
the study focuses on secondary research in the field of sustainable marketing communication and on the analysis of opinions of several contemporary authors about the sustainability issue in the fashion industry. It is also focused on the analysis from several surveys in the field of marketing communication sustainable fashion and the effectiveness of its marketing tools. In general, sustainable fashion communications should be properly timed through several appropriate communication channels. We focus our attention mainly on social media. We focus on the efficiency and effectiveness of social networks,
which have a significant impact on the environmental consumer behaviour. Based on the previous knowledge, the study concludes with the reader several innovative approaches and ways of communication of responsible business processes in the field of sustainable fashion. Innovative approaches and ways of communicating should be part of the education processes about the sustainability and responsible business of fashion companies. Based on the previous opinions and research, the
study provides a general concept of recommendations that can be educationally established within responsible business processes of many companies operating in the fashion industry.
Keywords: sustainability fashion, circular fashion, sustainability communications, social media, education