Transferability of Green Advertising Findings from B2C to B2B

Abstract

The growing emphasis on environmentally friendly practices in businesses has increased interest in green advertising. While there has been extensive research on green advertising strategies in the Business-to-Consumer sector, more research must be done on the Business-to-Business sector. This gap impedes the development of tailored green advertising strategies for B2B environments, which have different decision-making processes and stakeholder dynamics compared to B2C contexts. This thesis aims to investigate the transferability of green advertising strategies from B2C to B2B contexts and identify the challenges and opportunities that arise from this transfer. This thesis combines a comprehensive literature review with expert interviews to identify the critical elements of successful green advertising in B2C markets and explore their applicability in B2B contexts. The literature review encompasses academic journals, industry reports, and case studies to understand the effectiveness of green advertising strategies in B2C markets. Expert interviews conducted with professionals from the B2B automotive sector aim to provide practical insights into the challenges and opportunities associated with transferring these strategies. The interviews offer detailed information and perspectives that validate and expand upon the findings from the literature review. The study results indicate that successful green advertising strategies in B2C contexts can be applied in B2B contexts but require significant modifications. In the B2B sector, advertising messages must be detailed and evidence-based to meet business clients' specific needs and expectations. B2B customers demand comprehensive technical data, lifecycle analyses, and independent certifications to validate sustainability claims. Additionally, it is necessary to address the various organizational stakeholders and consider their specific concerns. The interviews emphasize that B2B advertising must not only inform but also demonstrate how products or services specifically contribute to achieving the clients' sustainability goals. Successful B2B advertising must, therefore, use tailored, detailed, and technically precise communication strategies that reflect the complexity of B2B decision-making processes.The research findings provide valuable insights into the transferability of green advertising strategies from B2C to B2B contexts and highlight the need for a detailed, data-driven, and multifaceted communication strategy to meet the specific requirements of business clients and successfully promote sustainable practices.

Date of Award	2024
Original language	English
Supervisor	Birgit Margareta Hollaus (Supervisor)