AN EXPLORATION OF EFFECTIVE STRATEGIC MARKETING MODELS TO MINIMISE CLIMATE CHANGE IMPACTS AND HOW TO INFLUENCE CONSUMER BEHAVIOURS TOWARDS CLIMATE CHANGEThis paper aims to explore effective strategic marketing models to minimise climate change impacts; an

Abstract

This paper aims to explore effective strategic marketing models to minimise climate change impacts; and understand how to influence consumer behaviours towards climate change (in developing countries). Causes and solutions of climate change in this paper will be investigated from a marketing perspective because business companies are one part of the climate change issue and consumers are the second part. This study used qualitative research method to explore this phenomenon. Results show that from a marketing point of view, the main causes of climate change are: 1) products or services (e.g. Vehicles; Air travel and the excessive use of fighter aircraft; power stations; refrigerators; air conditioners; water heaters. 2) Farming (e.g. methane emissions from animals; agriculture such as cattle, rice paddies; and agricultural insecticides). Additionally, results show that Ansoff Growth Matrix theory, SMART objective A-T-A-R Model, the use of the low price strategy and the use of taxes are the most effective strategic marketing tools to minimise climate change impacts. This paper guides involved brands and marketing managers; and it provides some models, pricing strategies, promotional ideas in order to minimise climate change impacts.