Going Green to Sell

Author

N'dja D. N'guessan, CUNY Bernard M Baruch CollegeFollow

Date of Award

Fall 12-27-2023

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Sarah Bishop

Second Advisor

Allison Hahn

Abstract

The following thesis project discusses green communication strategies that can be implemented across industries to improve sales while aligning with consumers’ environmental values. It incorporates practical ideas and techniques within the reach of for-profit organizations when creating, developing, and promoting green products. The environmental, social, and governance expectations have challenged organizations across industries for years. By producing and interpreting the results of a meta-analysis of green business strategies found in existing research, Going Green to Sell offers ideas to new and growing organizations on how to market their products, using functional communication strategies that have worked before, focusing on green strategies to communicate a company’s commitment to the environment. Corporations can retool their business operations and communication to match green consumers expectations and values. The suggested strategies will be based on what has been working in the business world and whether they are transferable. The intended audiences for this project are communication and business students, entrepreneurs, and readers interested in green business communication strategies.

Recommended Citation

N'guessan, N'dja D., "Going Green to Sell" (2023). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/177