Mike Jeffs

Green marketing and its effect on consumer and corporation behaviour in Scottish tourism

Green marketing and its effect on consumer and corporation behaviour in Scottish tourism

For those of you who don’t know, I studied Business and Marketing in Edinburgh at Napier University. As part of my course I completed a dissertation covering the key themes of green marketing, corporate social responsibility, consumer behaviour and tourism in Scotland.

Why am I posting this? Well for a few reasons, I love the debate that this dissertation causes me to have in my own head. It has two seemingly conflicting ideals; Marketing that which encourages consumers to consume and the concept of being green and that consuming comes at a cost. So in a simple example attracting people to visit the Scottish mountains, surely means more boots eroding mountain pathways?

The recent story regarding the tomb of Tutankhamun, put the debate fresh in my mind again, so thought I’d post the abstract here and put the dissertation on Slideshare.


Tourism is the most competitive industry in the world. (according to the Word Trade Organisation, 2009) For Scotland, tourism is a vital source of income for the Scottish economy, and a healthy and strong tourism industry is considered essential for the country’s future (VisitScotland, 2007). New destinations are continually emerging, making the tourism market extremely competitive. There has also been a development in the social thinking of ethical purchasing and responsible consumption over the last decade (Green and Ethical Consumers Report, 2007) raising the issue of sustainable tourism (Wheeler, 1995).

This dissertation addresses the key perceptions of tourism consumers concerning ethical purchasing and responsible consuming so that it may be used by tourism organisations to; firstly, gain insight into ethical consumers, and furthermore, instigate behavioural changes through effective ‘green’ social marketing (Cohen, 2001). In relation to these aims a conceptual framework (Miles & Huberman, 1994) was developed covering six key areas: 1) Development of green thinking (Peattie, 2008); 2) Sustainable tourism (Wheeler, 1995; )3) Corporate Social Responsibility (Crane & Matten, 2006); 4) Services Marketing (Ryan, 1991), 5) Green Marketing (Wasik, 1996) and 6) Relationship Marketing (Gordon, 1991).

The Role of Green Marketing and its effect on Consumer and Corporation Behaviour in Scottish Tourism from Mike Jeffs
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About the author...

Mike is Commercial Director at Branded3, a digital agency with 3 offices in the UK. Mike oversees New Business and Client Services for the St Ives Group owned business. He has been in marketing for the last 15 years, 8 of those within Search, his previous companies include VisitScotland and BD Network. Speaking credits include; Content Marketing Association, Elite Business, TFM&A and Figaro Digital.

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