Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magni...Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magnitude and intensity of the repercussion pressurized them to understand sustainable and socially responsible consumption that has a direct bearing on the possible solution to the problems. Hence, this paper attempts to investigate the effect of age, education, income and gender on socially responsible consumption behavior of Indian consumers and whether the advertisements with social responsibility theme work better among socially responsible consumers. The exploratory study has been executed on a sample of 250 respondents from Tamil Nadu, Pondicherry, Uttar Pradesh and Bihar by adopting convenience sampling method. Univariate ANOVA {：Analysis of Variance） has been applied to test the research expectations. Results indicate that demographic variables get less to do with the socially responsible consumption behavior of the respondents and social responsible theme as a communication strategy can reach the target audience irrespective of their concern for socially resnonsible ~on^lJrnntion展开更多
“型录”一词在英文中为“Catalog”,即编目、目录、样册等意思。是直接与消费者接触的商业服务品目。型录设计不仅传递着商业、文化产业等各种各样的信息还传递着企业、商务公司对消费者的具体关怀,是消费者认识企业,了解商品文化信...“型录”一词在英文中为“Catalog”,即编目、目录、样册等意思。是直接与消费者接触的商业服务品目。型录设计不仅传递着商业、文化产业等各种各样的信息还传递着企业、商务公司对消费者的具体关怀,是消费者认识企业,了解商品文化信息,并且与之直接互动的窗口。型录设计最初源于直邮广告。直邮广告最早的中文名字叫“直接邮送广告”,也称“直投广告”或“小报广告”在港台则称之为“DM”邮递广告。其英文全称为“Direct Mail Advertising'。展开更多
文摘Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magnitude and intensity of the repercussion pressurized them to understand sustainable and socially responsible consumption that has a direct bearing on the possible solution to the problems. Hence, this paper attempts to investigate the effect of age, education, income and gender on socially responsible consumption behavior of Indian consumers and whether the advertisements with social responsibility theme work better among socially responsible consumers. The exploratory study has been executed on a sample of 250 respondents from Tamil Nadu, Pondicherry, Uttar Pradesh and Bihar by adopting convenience sampling method. Univariate ANOVA {：Analysis of Variance） has been applied to test the research expectations. Results indicate that demographic variables get less to do with the socially responsible consumption behavior of the respondents and social responsible theme as a communication strategy can reach the target audience irrespective of their concern for socially resnonsible ~on^lJrnntion
文摘“型录”一词在英文中为“Catalog”,即编目、目录、样册等意思。是直接与消费者接触的商业服务品目。型录设计不仅传递着商业、文化产业等各种各样的信息还传递着企业、商务公司对消费者的具体关怀,是消费者认识企业,了解商品文化信息,并且与之直接互动的窗口。型录设计最初源于直邮广告。直邮广告最早的中文名字叫“直接邮送广告”,也称“直投广告”或“小报广告”在港台则称之为“DM”邮递广告。其英文全称为“Direct Mail Advertising'。
