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.

Anatomy of Green Marketing

2015 ◽  
pp. 1033-1051
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 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 Natural School Management: A New Paradigm for Education

2021 ◽  
Vol 9 (4) ◽  
pp. 479
Author(s):  
Firman Firman ◽  
Friscilla Wulan Tersta ◽  
Eva Iryani
Keyword(s):  
Character Education ◽  
Teaching And Learning ◽  
Structure Interview ◽  
Alternative Form ◽  
New Paradigm ◽  
National Education ◽  
Study Approach ◽  
New Concepts ◽  
Semi Structure Interview

School of nature is one of the new concepts in the world of education. The natural school is basically an alternative form of education that uses the universe as a place of learning, teaching material and also as an object of learning. According to some experts, it is believed that this concept is an effective approach for the realization of activities related to active learning. The aims of this research are to investigate how the management of natural schools works, specifically in planning, organizing, actuating, and controlling. This study utilized qualitative method with a case study approach. The data were collected by semi structure interview, observation and documentation. The data were then analyzed, described, and interpreted comprehensively. The data revealed  that character education and religion are emphasized to the students in teaching and learning process. There are 3 curriculum adopted in the management of this natural school, namely: Curriculum implemented by the national Education Office, IT (Islam terpadu) curriculum, and BBA curriculum (learning with nature). It was agreed to create an academic student and balanced character.  

scholarly journals Green marketing and its Implementation in India: an exploratory research

2018 ◽  
Vol 8 (1) ◽  
pp. 88-99
Author(s):  
Rubeena S K
Keyword(s):  
Green Marketing ◽  
Exploratory Research ◽  
It Industry ◽  
Study Approach ◽  
Corporate World ◽  
Global Issue ◽  
Energy Consuming ◽  
Marketing Principles ◽  
Developed Nations

An era of rapid globalization and growing concern for environmental protection, green marketing is a global issue affecting every individual and industry in all the nations. Companies are constantly trying to find the best ways to reach the customers with their green message. Green Marketing is playing a significant role in developing and developed Nations across the World. These things pave a path to understand its significance in  corporate World. The study has considered few selected companies in India as its sample namely HCL, LG India and Wipro Infotech for better describing the various initiatives introduced by them for promoting green marketing and tried to explain the reasons behind them. Case study approach is used by the study to explore different benefits they have been enjoying by the adoption of Green Marketing principles. The most interesting findings are that LG has established its USP in producing 40% less energy consuming than other conventional products. Further, it is observed that HCL has recently produced HCLME 40Notebooks that gave a reward from Bureau of Energy Efficiency, while Wipro Infotech has started developing eco-friendly computer peripherals too. As the paper focus on companies under IT Industry, it can further be extended to other Industries for better understanding of its benefits.

scholarly journals Exploring servitization in China

2017 ◽  
Vol 37 (11) ◽  
pp. 1654-1682 ◽  
Author(s):  
Jawwad Z. Raja ◽  
Thomas Frandsen
Keyword(s):  
Emerging Market ◽  
Value Added ◽  
Content Type ◽  
Study Approach ◽  
Advanced Economies ◽  
Related Service ◽  
Moa Framework ◽  
Practical Implications

Purpose Previous research has predominately focused on the servitization strategies of western manufacturers in advanced economies, neglecting the potential for servitization in those which are emerging, such as China. The purpose of this paper is to explore the role of the external service partner network of a European manufacturer providing services in China, in order to develop a better understanding of the resulting and associated challenges. Design/methodology/approach An in-depth case study approach was used to examine the parent company, its subsidiary in China and the related service partner network. Data collection involved all three actors and took place in Denmark and China. Findings The findings suggest that motivation, opportunity and ability (MOA) need not only be mutually reinforcing for the organization attempting to move toward services but also aligned between organizational units, as well as with the service partner network. Furthermore, the findings suggest that while service partners are typically closer to the market, they may not be able to deliver the higher value-added services requiring customization. Research limitations/implications This study is limited to a single manufacturer attempting servitization in China. Future studies may consider other case firms in other markets. Practical implications The MOA framework provides a basis for understanding the managerial challenges of aligning and coordinating the MOA elements amongst different actors. Originality/value This paper contributes by exploring servitization in an emerging market through the MOA framework in order to better understand the challenges and complexities. Servitization is found to be a dynamic phenomenon which should be understood as a movement that is also dependent on an external service partner possessing the necessary capabilities. In turn, this requires understanding the MOAs of all actors in a network and how they may be influenced in order for the MOA elements to be mutually reinforcing.

Understanding Mobile Phone Usage While Driving

2011 ◽  
pp. 173-194
Author(s):  
Ronan de Kervenoael ◽  
Canan Devletkusu
Keyword(s):  
Mobile Phone ◽  
Emerging Market ◽  
Legal Framework ◽  
Alternative Communication ◽  
Key Factors ◽  
The Public ◽  
Study Approach ◽  
Dynamic Factors ◽  
Mobile Phone Usage

In emerging markets, the amount of mobile communication and the number of occasions mobile phones are used are increasing. More and more settings appropriate or not for mobile phone usage are being exposed. Although prohibited by many governments, there is evidence that use of new mobile devices while driving are somehow becoming current everyday practice, hence legitimatizing usage for many users. Dominant dangerous behavior in the absence of enforced legal framework is being deployed and has become routine for many m-users. This chapter adopts a qualitative case study approach (20 cases) to examine the public transport drivers’ motives, logic and legitimacy processes. The question which these issues raise in the light of advancing m-technologies is: How do, in the context of emerging market, undesired emerging routines enactment get to be reflected upon and voluntarily disregarded to maximize the benefits of m-technologies while minimizing their drawbacks? Findings point out at multiple motives for usage including external social pressure through the ubiquitous 24/7 usage of m-technology, lack of alternative communication protocol, real time need for action and from an internal perspectives boredoms, lack of danger awareness, blurring of the boundaries between personal and business life and lack of job fulfillment are uncovered as key factors. As secondary dynamic factors such as education, drivers work’ histories, impunity, lack of strong consumer opposition appear central in shaping the development of the routines.

scholarly journals Innovation for Emerging Markets Confronting Institutional Environment Challenges: Perspectives from Visionary Leadership and Institutional Entrepreneurship

2016 ◽  
Vol 11 (6) ◽  
pp. 108 ◽  
Author(s):  
Rifat Sharmelly
Keyword(s):  
Emerging Markets ◽  
Institutional Environment ◽  
Qualitative Content Analysis ◽  
Emerging Market ◽  
Visionary Leadership ◽  
Middle Level ◽  
Institutional Entrepreneurship ◽  
Study Approach ◽  
Advance Research

<p>Emerging markets are considered to be the largest untapped markets on earth with substantial business opportunities. However, emerging markets are characterised by weak institutional context. For entrepreneurs, how to achieve innovations in emerging markets confronting the challenge of institutional environment remains largely unexplored in the literature. This research study adopted a qualitative method using case study approach. Ten (10) top level and middle level managers were sampled, contacted and interviewed from an emerging market firm (EMF). Data was analysed using qualitative content analysis. Focusing on the product innovation for India’s masses with the creation of indigenous digital telecom switches by Centre for development of Telematics (C-DoT), our analysis reveal that entrepreneurs with visionary leadership can envision emerging market prospective and thereby have greater possibility of acting as institutional entrepreneurs to avoid uncertainty for emerging market innovations. Our proposed conceptual framework can be secured as a reference point by potential entrepreneurs to innovate targeting the emerging markets, and the study also contributes significantly to the theoretical literature on emerging market innovation formulating a set of propositions to advance research in this subject.</p>

scholarly journals Environmental communication on ecotourism development: a case study of Subak Sembung, Bali

2021 ◽  
Vol 316 ◽  
pp. 04011
Author(s):  
Yeni Rosilawati ◽  
Sri Khairunnisa Ariyati
Keyword(s):  
Environmental Communication ◽  
Communication Process ◽  
Agricultural Activities ◽  
Case Study Approach ◽  
Human Behaviors ◽  
Study Approach ◽  
Mass Tourism ◽  
The Relationship ◽  
Depth Interviews

Ecotourism is a particular interest in tourism and often becomes the antithesis of mass tourism. Ecotourism development has several benefits: increased agricultural activities, product processing, Subak income, tourism awareness of Sapta Pesona and entrepreneurship, and recreational opportunities for the community. One of the ecotourism destinations in Bali is Subak Sembung. This paper analyzed the environmental communication conducted for the communities to promote Subak Sembung, Bali, as an ecotourism destination. This study utilized a qualitative research method with a case study approach. The findings were obtained from in-depth-interviews and documentation. Environmental communication itself is a plan and strategy through the communication process and media products to support policymaking, public participation, and its implementation in the environment. The results showed that environmental communication was carried out in Subak Sembung through socializing, counseling initiated by Subak Sembung, and collaborating with the local government. The communication environment also applied Tri Hita Karana (THK) values in Subak to sustain and promote Subak as ecotourism. The THK guides human behaviors in three critical relationships in their lives: the relationship between humans (pawongan), the environment (palemahan), and with God (parahyangan). Balance and harmony in these relationships are essential to achieve sustainability.

Consumption of Green Product as a Means of Expressing Green Behaviour in an Emerging Economy: With the Case Study of Malaysia

2020 ◽  
Vol 11 (2) ◽  
pp. 297-312
Author(s):  
Osarodion Ogiemwonyi ◽  
Amran Bin Harun
Keyword(s):  
Economic Development ◽  
Empirical Evidence ◽  
Structural Model ◽  
Emerging Economy ◽  
Green Marketing ◽  
Green Product ◽  
Model Assessment ◽  
Kuala Lumpur ◽  
Self Administered Questionnaire

This article examines ‘green products’ as a means of expressing ‘green behaviour’ in an emerging economy. The empirical evidence focused on green awareness, behaviour and green culture as a contributing factor. A self-administered questionnaire was run to collect data from consumers ( n = 280) approximately 93 per cent of urbanite in Kuala Lumpur, Malaysia. SmartPLS3.0 was used to analyse the measurement and structural model assessment. Findings suggest that attitude and the green culture had a higher influence on green behaviour. However, the evaluation of green behaviour is not dependent on economic development. Perceived behavioural control (PBC) was found to be insignificant among Malaysian citizens. In particular, awareness interaction between behaviour and culture were insignificant, not sufficient to predict behaviour. The study suggested it is important to educate Malaysian citizens from grassroots about the significance of environmental education and put forward actions to improve green behaviour status and promote green marketing.

Enhancing the Ability of Students to Engage With Theoretical Concepts Through the Creation of Learner-Generated Video Assessment

2015 ◽  
Vol 9 (2) ◽  
pp. 102-112 ◽  
Author(s):  
Simon R. Walters ◽  
Julia Hallas ◽  
Sean Phelps ◽  
Erika Ikeda
Keyword(s):  
Critical Thinking ◽  
Learning Environment ◽  
Learning Strategies ◽  
Sports Management ◽  
Theoretical Concepts ◽  
Video Assessment ◽  
Study Approach ◽  
Key Driver ◽  
Management Students

Even though technology has become a key driver in preparing sports management students for an increasingly globalized industry, it is unclear whether the affordances of these technologies contribute to the transformation of the learning environment. The purpose of this study was to investigate how a learner-generated video assessment develops students’ critical thinking and engagement with the theoretical concepts taught in an undergraduate second-year Sociology of Sport course. Data were gathered using a qualitative case study approach. Students found the video assessment enjoyable; it promoted critical thinking and engagement with theory. However, students were less interested in technology-based assessment than the need for courses to align learning strategies and assessment methods to the graduate capabilities required to transform their discipline in the workplace. We argue that it is this alignment that will lead to a transformation in the learning environment and quality student engagement, rather than the video technology itself.

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