-
1
المؤلفون: Rachel Dodds, Mark Robert Holmes
مصطلحات موضوعية: business.industry, 05 social sciences, Advertising, Certification, 010501 environmental sciences, 01 natural sciences, Marketing strategy, Profit (economics), Green marketing, Marketing management, 0502 economics and business, Sustainability, Revenue, Marketing, business, ComputingMilieux_MISCELLANEOUS, 050203 business & management, RevPAR, 0105 earth and related environmental sciences
الوصف: The purpose of this research study was to determine if green hotels actually benefited from undertaking environmental practices and integrating these practices into their marketing strategy. After looking at sustainable communications and marketing literature, a total of 2,248 structured surveys were administered to hotels across North America. Responses from 247 hotels (11% response rate) were analyzed using frequencies, t-tests, and regression analysis to examine significant differences. The results show that the extent to which hotels perceive they benefitted from marketing sustainability practices through guest visits, guest length of stay, guest satisfaction, revenue, profit, and average daily rate can be predicted by examining the extent to which a hotel believes that green marketing has been incorporated into a hotels green marketing strategy. Findings also show that hotels that are a part of the Green Key certification program have a higher perceived probability of attracting new customers and retaining old ones. This study provides support that there is a benefit to sustainability marketing and this study is the first to examine how perceived hotel sustainability management and marketing inform one another and could be beneficial to hotels in how they utilize this information to inform marketing decisions.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::33027d430893471ec58fc7fb5cd49d1d
https://doi.org/10.32920/22183744 -
2
المؤلفون: G. Martín-de Castro
المصدر: Strategičeskie Rešeniâ i Risk-Menedžment, Vol 12, Iss 1, Pp 24-33 (2021)
مصطلحات موضوعية: Sustainable development, sustainable development, business.industry, media_common.quotation_subject, Circular economy, circular economy, eco-innovations, 05 social sciences, the green marketing, Business model, Business operations, eco-strategy, Green marketing, HD61, 0502 economics and business, corporate environmentalism, Natural (music), Risk in industry. Risk management, 050211 marketing, business, 050203 business & management, Industrial organization, Legitimacy, Reputation, media_common
الوصف: The increasing concern of citizens, nations and businesses on natural environment protection and respect lead companies to re-invent new ways of business activities and models. In that sense, new paradigms as the Circular Economy and stakeholders’ pressures move companies towards corporate environmentalism, which supposes to modify company’s aim, mission and strategy. The formulation and implementation of effective proactive environmental strategies implies the reconfiguration and development of new environmental organizational capabilities, especially those linked to business operations and market-related ones. In this new competitive arena, environmental innovations, green marketing and corporate image, environmental legitimacy and reputation are analyzed as main drivers of proactive environmental strategies and key decisions of new and sustainable business models.This paper develops an integrative review of previous concepts intimately related to corporate environmentalism and proposes some fruitfully avenues of future research for those, both academics and business practitioners, focused on how to fit firm’s activities and competitiveness and the respect and preservation of the natural environment.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::22d7ac51e7e6a93f2f1ef266309dd373
https://doi.org/10.17747/2618-947x-2021-1-24-33 -
3
المؤلفون: Lucyna Witek
المصدر: Folia Oeconomica Stetinensia, Vol 20, Iss 2, Pp 451-467 (2020)
مصطلحات موضوعية: Organizational Behavior and Human Resource Management, green purchasing inconsistency, m31, eco-friendly products, purchase, HB1-3840, 0502 economics and business, d46, Economic theory. Demography, Marketing, Sustainable development, environmentally-friendly attributes, 05 social sciences, Environmental economics, Environmentally friendly, green marketing, Green marketing, HG1-9999, Key (cryptography), Business, Management and Accounting (miscellaneous), 050211 marketing, Business, General Economics, Econometrics and Finance, Finance, 050203 business & management, e31
الوصف: Research background: Currently the degradation of the environment which consumers contribute to is an important problem. Purchase behavior plays a key role as it is associated with the choice of products by consumers who are increasingly taking into account environmentally-friendly criteria. The effective implementation of marketing strategies that take into account the principles of sustainable development is possible under the condition of changes in the behavior of purchasers. Purpose: The purpose of this paper is to analyze the importance of environmentally-friendly attributes for product purchasers. Research methodology: The research was conducted among 650 Polish consumers. An online survey method was applied. Results: The study confirms that environmentally-friendly attributes do not play a primary role while choosing products. Hedonic, health and economic benefits take place before environmental benefits. For women, eco-friendly attributes were more important when choosing products, while men were more driven by economic and functional benefits. Young people are hedonists guided by taste and aesthetics, and they do not pay much attention to the environmentally-friendly attributes of products. In turn, older respondents are economical and pragmatic buyers for whom energy efficiency and product durability are of particular importance. Novelty: The research adds the value as for understanding the phenomenon of the green purchase gap, especially in developing countries where positive attitudes towards green products are not translated into real purchasing behavior. The research quotes some implication for marketing, especially for marketing communication strategies.
-
4
المؤلفون: Elnur Nabivi
المصدر: Journal of Marketing and Consumer Behaviour in Emerging Markets, Vol 2/2020, Iss 11, Pp 55-67 (2020)
مصطلحات موضوعية: business.industry, social media, 05 social sciences, systematic literature review, consumer behavior, Marketing. Distribution of products, HF5410-5417.5, 010501 environmental sciences, Public relations, Markets. Fairs, sustainability, 01 natural sciences, green marketing, Green marketing, Systematic review, 0502 economics and business, 050211 marketing, Social media, Business, HF5469.7-5481, 0105 earth and related environmental sciences
الوصف: The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. Although several studies explored sustainable strategies of brands in the field of social media, this body of research has not been subjected to a review. The primary goal of the research is to determine the main topics covered in the literature. A systematic literature review was conducted to take up this goal, indicating 31 relevant publications from 21 journals published between 2010 and July 2020, for exploring the ways of implementing green marketing strategies through social networks. After analyzing collected data, four main topics covered in the literature body were extracted: general marketing strategies of brands, brand promotion strategies, determinants of consumer’s green purchasing behavior, and raising environmental awareness. Based on the performed synthesis, the research gaps and fruitful directions for further research were formulated.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1df8e3b1a8494aff3de2356a14133ed7
http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_11/JMCBEM_2(11)-2020_Nabivi.pdf -
5
المصدر: Journal of Business Economics and Management; Vol 21 No 5 (2020); 1486-1507
Journal of Business Economics and Management, Vol 21, Iss 5, Pp 1486-1507 (2020)مصطلحات موضوعية: Economics and Econometrics, HF5001-6182, business ethics, environmental performance, greenwashing behaviour, Taxonomy (general), 0502 economics and business, Business, Greenwashing, corporate social responsibility, business.industry, 05 social sciences, Public relations, sustainability, green marketing, corporate communication, Green marketing, Systematic review, Sustainability, Business, Management and Accounting (miscellaneous), Corporate social responsibility, 050211 marketing, Corporate communication, Business ethics, 050203 business & management
الوصف: This study used the systematic review methodology to examine peer-reviewed journal articles published in the Web of Science, ScienceDirect, Springer and Emerald Insight during the 2000–2020 period to analyse greenwashing. In an open market, the behaviours of state-owned enterprises (SOEs), private firms and multinational corporations (MNCs) pose an implicit greenwashing threat. Our focal point is to analyse corporate greenwashing in MNCs in host emerging markets, particularly in Asia, for two reasons. First, reports of greenwashing have increased around the world since Volkswagen was revealed to have falsified automobile emissions data. Second, MNCs play an important role in expanding market size and their behaviour is increasingly unpredictable. The analysis shows that MNCs tend to engage in greenwashing immediately after doing business in host emerging markets characterised by restricted regulations, clear market opportunities and low competitive pressure. When greenwashing occurs, it will harm the interests of not only consumers, but also society as a whole, despite offering significant benefits to existing stakeholders. In this case, the authorities should implement regulations to confront MNCs before attracting them, which should be enforced in practice.
وصف الملف: application/pdf
-
6
المؤلفون: Cheng-Wen Lee, Alum Kusumah
المصدر: Oradea Journal of Business and Economics, Vol 5, Iss 2, Pp 31-43 (2020)
مصطلحات موضوعية: lcsh:HB71-74, customer satisfaction, Brand awareness, 05 social sciences, lcsh:Economics as a science, lcsh:Business, green marketing, empirical study, mineral water product, Green marketing, green brand awareness, Empirical research, 0502 economics and business, Customer satisfaction, Business, Marketing, lcsh:HF5001-6182, 050203 business & management
الوصف: The importance of this study in bridging the gap between existing research literature works by analysing the influence of green marketing and awareness of the green brand on customer satisfaction of mineral water products. The analysis adopted a quantitative and analytical approach by administering structured questionnaires. The questionnaire developed based on the objectives of the research and the analysis of the relevant literature on green marketing, green brand awareness, and customer satisfaction. The results revealed green marketing had no influence on customer satisfaction in the case of the Pristine 8 + bottled mineral water customers. However, it was found that green brand awareness has a positive influence on customer satisfaction. Green marketing and green brand awareness simultaneously have a positive influence on customer satisfaction of the Pristine 8 + bottled mineral water brand. This study expands the scientific literature by providing empirical evidence on green marketing, green brand awareness on customer satisfaction that also can use as a consideration that might help companies to make decisions that will allow them to surpass their competitors through green marketing and green brand awareness, and to meet their customer satisfaction.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::3b4fca8b3c2433d9602e611c4016b20b
https://doi.org/10.47535/1991ojbe109 -
7
المؤلفون: Monica Rossolini, Alessia Pedrazzoli, Alessandro Ronconi
المساهمون: Rossolini, M, Pedrazzoli, A, Ronconi, A
المصدر: International Journal of Bank Marketing. 39:1395-1419
مصطلحات موضوعية: media_common.quotation_subject, Message framing, Context (language use), Presentation, 0502 economics and business, Product (category theory), Marketing, media_common, Green marketing, Communication, Crowdfunding, Entrepreneurial finance, Sustainability, 05 social sciences, SECS-P/11 - ECONOMIA DEGLI INTERMEDIARI FINANZIARI, Framing (social sciences), Work (electrical), 050211 marketing, Business, 050203 business & management
الوصف: PurposeRecognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the influence of message framing, green emphasis and quantitative information on the probability of green crowdfunding campaigns' success.Design/methodology/approachThis analysis is based on crowdfunding campaigns published between 2015 and 2020 on the Indiegogo platform in the category “Community projects – Environment”. The study develops an in-depth qualitative content analysis of the projects before performing an empirical examination to determine funding causes.FindingsCommunication strategies (message framing, green emphasis and quantitative goals) affect funding success. However, project category moderates the impact of message framing and green emphasis on campaign success. While positive framing increases agri-food campaign success, negative framing is more effective for clean energy and climate preservation projects. Moreover, indication of a quantitative goal and a marked green emphasis in a project's presentation increase campaign success, but a too marked green emphasis is only effective for agri-food projects.Practical implicationsGreen entrepreneurs and campaign managers must work carefully on their projects' communication, accounting for the type of product proposed, emphasising green components in its description and utilising quantitative information to present future goals. These strategies maximise backers' responses and enable entrepreneurs to obtain funding. The authors’ findings may be extended to other contexts, including the banking sector, to craft effective communication strategies for green financial products.Originality/valueBy applying framing theory in a new context (i.e. the online financing of green entrepreneurs), this study identifies new campaign success determinants and provides evidence for the moderating role of project category. Furthermore, the study highlights the need to develop different communication strategies for social and environmental-oriented projects.
-
8
المؤلفون: Muhammad Ali
المصدر: Cross Cultural & Strategic Management. 28:815-838
مصطلحات موضوعية: Cultural Studies, Organizational Behavior and Human Resource Management, Sociology and Political Science, Strategy and Management, 05 social sciences, Perspective (graphical), Developing country, Survey research, Social practice, Empirical design, Green marketing, 0502 economics and business, Green consumption, 050211 marketing, Business, Business and International Management, Marketing, 050203 business & management, Organizational level
الوصف: PurposeThe purpose of this study is to ascertain the effects of environmental knowledge and green consumption as mediators on the relationship between green marketing and green buying behavior. This study utilized the definition that needs to customers that are based on environmental concerns and influence the buying behavior for green products. This not only focuses on the ecological concern in organizational operations but also focuses on the customers' knowledge about the environment and how it influences their decisions. Three dimensions have been identified in this research to describe green marketing. These are ecolabeling, green branding and green advertising.Design/methodology/approachA survey research method has been utilized to collect data on a questionnaire adapted from previous research. The data collected have been analyzed with SmartPLS to assess the measurement model for reliability and validity and structural model for hypothesis testing and confirmation.FindingsFocusing on the level of environmental knowledge of customers, it comes to surface that customers in developing countries have lesser knowledge in comparison to the customers in developed countries. This causes concern for the marketing departments in organizations since different customer niches demand different marketing solutions to influence their buying decision. Environmental knowledge does not mediate the relationship between green marketing and green buying behavior whereas green consumption mediates the relationship between green marketing and green buying behavior.Originality/valueThis study incorporates the social practice theory in green marketing research on the organizational level. This study brings together marketing practices under the influence of environmental knowledge for buying behavior formation in a novel manner. The influencing of customer decisions through green marketing strategies determines the success of the marketing initiative. Also, the theoretical foundations on social practice theory and the empirical design of the study to observe the relationships with the survey are new steps.
-
9
المؤلفون: Jyoti Ranjan Das, Sajith Narayanan
المصدر: International Journal of Innovation Science. 14:519-536
مصطلحات موضوعية: Green marketing, Marketing innovation, Management of Technology and Innovation, 0502 economics and business, 05 social sciences, Sustainability, General Engineering, Corporate social responsibility, 050211 marketing, Business, Marketing, 050203 business & management
الوصف: Purpose Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic research on purpose branding is scarce. This paper aims to increase awareness about purpose branding and showcase how it can be implemented successfully through account of Hindustan Unilever Limited (HUL). Design/methodology/approach The study is based on qualitative research and case analysis of HUL by examining its published reports, its parent company’s trade publications, press articles and relevant studies in indexed journals. Findings Purpose branding is a marketing innovation that delivers increased value to all stakeholders. The account of HUL reveals that purpose branding reaps economic rewards for the organization. Practical implications A study by Havas Media group involving 300,000 customers across 33 countries found that the customers would not care if 74% of brands in the world disappeared. In such a context, purpose branding provides a way to make the brand meaningful and play a worthy role in consumers’ lives. HUL’s brands that used this approach grew by 69% and accounted for 75% of its overall growth, showing how other organizations can imbibe it into their brands. Originality/value Despite many trade publications on this trending topic, there is limited academic research on purpose branding. This paper focuses on understanding this concept and demonstrates its successful use by an organization.
-
10
المؤلفون: Yücel Esin, Birgül Aydın, Emre Aksöz Ozan
المصدر: Turizam, Vol 25, Iss 2, Pp 83-95 (2021)
مصطلحات موضوعية: hotel industry, 05 social sciences, Environmental economics, Environmentally friendly, green marketing, tourist approaches, Recreation. Leisure, 0502 economics and business, eco-friendly, 050211 marketing, Business, sustainable tourism, environment, 050203 business & management, ComputingMilieux_MISCELLANEOUS, preferences, GV1-1860
الوصف: The aim of this study is to determine how eco-friendly applications have an impact on the purchasing behaviour of tourists and hotel preferences. In this context, the related data was obtained from 408 participants. T-test was applied in order to determine the impact on the purchasing behaviour of tourists and hotel preferences. As a result of the analysis, it is determined that the majority of the tourists are sensitive about the environment by taking into account eco-friendly hotel accommodation preference and eco-friendly hotels are pioneer in developing new technologies, high qualified, happy to stay in eco-friendly hotels, and eco-friendly hotels evoke nature. Also, it is found that eco-friendly hotels evoke health and wellness. These findings provide an insight into literature and new directions and suggestions for marketing organizations and business managers.
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a110c6cba55adb91e3d2a3072bedad3d
http://www.dgt.uns.ac.rs/dokumentacija/turizam/arhiva/vol_2502_3.pdf
إعادة تعيين المنقحات
عرض المنقحات (%%عد%%)