Hipster-Getränke auf dem Vormarsch. Erfolgreiche Kommunikation nachhaltiger Produkteigenschaften an die Generation Y (PDF)

Bachelorarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Friedrich-Alexander-Universität Erlangen-Nürnberg, Veranstaltung: Nachhaltigkeitsmanagement, Sprache: Deutsch, Abstract: The following scientific paper is about communicating sustainable product features to the Generation Y. In this context two questions shall be answered applied on the food industry with special focus on refreshing drinks: To what extend is the Generation Y suitable as target group of sustainability communication? Therefore, the Generation Y will be located within a consumer typology of sustainability. Secondly, this paper shall answer the question, which alignment of sustainability communication is appropriate to address the Generation Y. For this purpose, the alignment of sustainability communication will be reduced to the distinction between conventional environment communication and an emotional version of sustainability communication called Ecotainment. First, a theoretical framework of the topic will be given and then the assumptions about the Generation Y will be reviewed by analysing the results of a self-conducted online survey with students.