Маркетинг стратегии во процес на креирање на јавно мислење за климатски промени

Abstract

Climate change, or global warming has been and continues to be implicated in sea level rise, weather extremes, increased rates of natural disasters, specific species loss, droughts and water shortages and the consequent estimated economic costs and living standards decreases. Still, today, there is a science-policy-action gap, with polity coming into opposition with science and, in turn, with public awareness, attitude, opinion, and action being compromised. Therefore, it becomes obligation of marketing to take on the task of informing, and perhaps even persuading public opinion, in order that actions might effectively result in climate change remediation or even mitigation. In these contexts, this research dissertation considers the purpose, forms, and functions of marketing for public opinion. This research dissertation also studies the types of publics in public relations, investigates the goals, theories and models that inform and guide the many types of and strategies for marketing for public opinion on climate change, and examines green marketing in the contemporary environment of legal regulations, media communications, and policy formulations as all positively or negatively impact public attitude, opinion and behavior for climate change remediation or climate change mitigation. In order to create the public opinion, there is a necessity of the knowledge of marketing methods which serve to influence all of the segments of the population, with a special attention to the target public. Public Relationship is exposed to an ethical control, when the climate problems are treated with their consequences.