An integrated marketing communications campaign for DLSU Campus Sustainability Office

Added Title

I live green

Date of Publication

7-8-2023

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Noel Murad

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Jose Emil N. Santos
Reodel T. Masilungan

Abstract/Summary

The De La Salle Campus Sustainability Office is a nonprofit student organization tasked with shepherding the LaSallian community towards embracing a sustainable lifestyle and moving the University towards eco-friendly practices. Because of its affiliation with the university, it is well-positioned to appeal to its target market, who have already proven to have a rudimentary understanding of environmental sustainability and are inclined to take up relevant advocacies.

According to the findings of this research, the brand should emphasize the need to integrate living green into the LaSallian DNA and to become sincere stewards of God’s creations. Furthermore, the study indicates that perceived behavioral control positively affects the intention to become an advocate, a sentiment echoed in the in-depth interviews. To overcome this, it is recommended that the brand facilitate convenient participation of the students in sustainability activities and activate the faculty to become drivers of on-ground change.

The paper discusses factors that affect Gen Z and Millennials' decision to engage in sustainability advocacy and how to best communicate with them to inspire meaningful and lasting changes in beliefs and lifestyles.

Abstract Format

html

Note

"I live green"

Language

English

Format

Electronic

Keywords

Sustainable living; De La Salle University (Philippines). Campus Sustainability Office—Marketing

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Embargo Period

7-26-2023

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