The Effect of Green Marketing on Consumers’ Behavior (Case Study: Customers of home Appliance Stores of Kermanshah city)

2017 ◽  
Vol 1 (2) ◽  
pp. 1-7
Author(s):  
Ehsan Hosseini
Keyword(s):  
Green Marketing ◽  
Home Appliance

Anatomy of Green Marketing

2014 ◽  
pp. 125-142
Author(s):  
Elif Yolbulan Okan ◽  
Neva Yalman
Keyword(s):  
Emerging Market ◽  
Environmental Communication ◽  
Green Marketing ◽  
Green Product ◽  
New Paradigm ◽  
Theoretical Concepts ◽  
Study Approach ◽  
Changing Attitudes ◽  
Political Economic

There has been much discussion since the late 1980s concerning “green” issues. Society is becoming increasingly concerned with the rapid depletion of the world's resources and the increasing rate that the environment is being polluted by our activities. Since environmental improvement and competitiveness are defined as the new paradigm for the world economy, green marketing has been one of the most popular topics in the business arena. This chapter aims to examine this concept from several different perspectives. The first section summarizes the evolution of the green marketing concept with the help of theoretical underpinnings. The criticisms regarding green marketing are also discussed. The second section investigates green consumer behavior. In order to position green product offerings, companies need to understand the characteristics and buying patterns of different segments of the green consumer. This section helps to identify the Turkish green consumer. The language and appeals used in environmental communication are very important in changing attitudes. Thus, the third section focuses on the effectiveness of green messages. In the last part of the chapter, the Gezi Park protests from Turkey are examined as an important case with political, economic, social and international impacts as well as its triggering effect of leading to mindful consumption. This chapter explores existing literature on an interest provoking subject--green marketing--as well as integrating theoretical concepts with a recent social event from an emerging market with a case study approach.

scholarly journals Sustainable Business Model Based on Digital Twin Platform Network: The Inspiration from Haier’s Case Study in China

2020 ◽  
Vol 12 (3) ◽  
pp. 936 ◽  
Author(s):  
Xiao Li ◽  
Jiarou Cao ◽  
Zhenggang Liu ◽  
Xinggang Luo
Keyword(s):  
Business Model ◽  
Product Life Cycle ◽  
Business Models ◽  
Environmental Benefits ◽  
Sustainable Business ◽  
Digital Twin ◽  
Home Appliance ◽  
Sustainable Business Models ◽  
Generic Strategies

Sustainability and digitalization have become the main direction of transformation of enterprises. Building a digital twin platform network can provide enterprises with a comprehensive view of products, manufacture, supply chain, customer experience, and profitability, which is conducive to the construction of a sustainable business model. The purpose of this paper is to study how enterprises use digital twin platform networks to generate economic, social and environmental benefits in various dimensions and their coupling relationships. Based on the literature review, this paper constructs a five-dimensional framework of a sustainable business model, and analyses the coupling relationship between dimensions. Using Haier as a way to verify the five-dimensional framework, it explores the dynamic mechanism of the Haier digital twin platform network, constructs an integrated framework based on coupling perspective and compares it with other two home appliance enterprises. The study shows that, through the digital twin platform network, enterprises can remove the disadvantage of focusing on a single product life cycle, and form a comprehensive network, so as to promote overall sustainable upgrades. This paper draws generic strategies and digital transformation suggestions for enterprises to innovate the sustainable business model. The conclusion enriches the research on sustainable business models both theoretically and practically and provides a feasible reference for the transformation of enterprises in digital economy environment.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

scholarly journals A framework of digitalization: Insights based on resource orchestration theory for digital transformation of traditional retailers

2020 ◽  
Vol 16 (1) ◽  
pp. 2260-2271
Author(s):  
Huang Qiu Bo ◽  
Dong Zi Guang ◽  
Jiang Yun Feng
Keyword(s):  
Organizational Structure ◽  
Human Resource ◽  
Digital Transformation ◽  
Store Brand ◽  
Resource Orchestration ◽  
Ecological Relationship ◽  
Home Appliance ◽  
Procedural Strategy ◽  
Retail Enterprise

The purpose of this article is to explore how traditional retailers implement overall organization digitalization. A cross-case study based on grounded theory was conducted across four traditional retail enterprise cases, respectively from comprehensive supermarket, department store, brand exclusive chain and home appliance chain. Four digitalization tactics dimensions were obtained: physical resource orchestration, human resource orchestration, organizational structure orchestration and ecological relationship orchestration; two digital competition strategies were distinguished: conservative and offensive strategy. Thereby, based on the resource orchestration theory, a procedural strategy framework was developed, which can be used to guide the implementation of digitalization.

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