Climate-Conscious Commerce: A Study of IKEA’s Digital Video Storytelling in Sustainability Marketing | ||
| مجلة جامعة مصر للدراسات الإنسانية | ||
| Article 15, Volume 4, Issue 5, August 2024, Pages 999-1037 PDF (585.83 K) | ||
| Document Type: البحوث والدِّراسات. | ||
| DOI: 10.21608/mjoms.2024.284097.1151 | ||
| Author | ||
| Merit Maged Lotfy Megally Mikhaeil* | ||
| جامعه مصر للعلوم والتكنولوجيا | ||
| Abstract | ||
| This investigation delves into IKEA's intricate strategy towards sustainability, climate change initiatives, and the tactical utilization of storytelling methods to captivate its intended audience and stimulate meaningful involvement in sustainable behaviors. Through a thorough examination of IKEA's sustainability endeavors, climate change initiatives, and communication approaches, this study delves into how the organization incorporates environmental stewardship, social responsibility, and consumer participation into its operational framework. By scrutinizing case studies, promotional materials, and projects, this research illuminates IKEA's endeavors to advocate for principles of a circular economy, mitigate carbon emissions, and tackle urgent environmental issues. Via a blend of openness, genuineness, inclusiveness, and engaging narratives, IKEA effectively conveys its sustainability message, motivates consumer engagement, and nurtures a mindset of environmental awareness and societal influence. This study enriches our comprehension of corporate sustainability methodologies, climate change communication approaches, and the significance of storytelling in advancing sustainable practices and instigating beneficial transformations at both personal and communal levels. | ||
| Keywords | ||
| Sustainability; Climate change; IKEA; Storytelling; Engagement | ||
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