Marketing Dissertation Sustainability in the Airline Industry: The Role of Green Marketing and Its Perception by Millennials - Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. One of the most important findings is that sustainable personal air transport will be a game changer. Our survey shows that young people believe that sustainable personal air transport will drastically change society as we know it. #Marketing #Dissertation #Millennials
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