Evaluate the sustainable marketing strategy to optimal online leasing of new energy vehicles under the background big data economy

PurposeUnder the big data background, there are many influencing factors for investors of new energy vehicles (NEV), and government subsidies promote the sustainable development of the new energy vehicle industry. Therefore, the purpose of the study is to provide solutions for the sustainable development of NEV.Design/methodology/approachThe sustainable marketing strategy of NEV in China is put forward. This paper first analyzes the subsidy policy effect of NEV under the background of big data. It then establishes the online optimal leasing strategy under multiple strategy choices and the online leasing strategy of multiple vehicles under the inflation market.FindingsWith the fixed cost of NEV in each lease period, the optimal competition ratio of online decision-makers will continue to decrease with the increase of the difference between prepaid funds and government subsidies. In the decision-making of renting and purchasing multiple vehicles, the general strategy competition ratio is 2.922, while the optimal competition ratio of the online renting and purchasing strategy proposed by the research is 2.723.Research limitations/implicationsThe research is limited by the limited data and information collected, so the optimal decision-making model has some limitations. The authors need to find more representative data to optimize the model.Practical implicationsAs an emerging industry, NEV have developed rapidly in recent years. Based on the online algorithm and competitive ratio theory, this paper solves the decision-making problem of operators and gives the optimal strategy to promote the green development of the new energy vehicle industry.Originality/valueThis paper proposes the optimal strategy for online investors of new energy vehicle operators by combining online algorithm and competitive ratio theory. The numerical analysis results of the optimal online model under multi strategy selection show that with the same difference between prepaid funds and government subsidies, the time point will be delayed and the time point will be advanced as the cost of leasing NEV in each period increases.

Factors affecting sustainable marketing on small business in the northern region of Iraq

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. The main objective of this study is to investigate the factors affecting sustainable marketing on small business in the Northern-Iraq. The sample of the study includes all the workers in small businesses. The targeted sample size of the study is 400 workers who are selected randomly. A poll was planned and used to record data based on a Likert scale (five scores) incorporates the workers' characteristics regarding the sustainability factors. I evaluated the pre-prepared questions with the workers and managers of small business face-to-face. And also this questionnaire in the 2017 year collected. The data were analyzed with SPSS programs by utilizing methods containing descriptive statistics, Chi-square test. The outcomes demonstrated that the effective factors that sustainable marketing the workers in the small business are in accordance with the multidimensional structure of mental and sociological issues and perceiving every one of these undertakings and acing them and proposing and submitting arrangements make the errands and duties of the managers more difficult. Research included “Gender”, “Education”, “Extreme poverty “Attitudes and beliefs”, “Government intuition " and “Low”, a significant role insupportable promoting an independent company.

Do connoisseur consumers care about sustainability? Exploring coffee consumption practices through netnography

PurposeThe coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing concomitant relevance of both trends, literature on how sustainability has been interlacing with connoisseur consumption is rather limited. Therefore, this paper aims to analyse how connoisseur consumers (CC) integrate sustainability into their coffee consumption practices.Design/methodology/approachThe paper adopts a qualitative netnographic approach through an interpretive cultural analysis of specialty coffee bloggers narratives, conceived as a specific sub-group of CC that tend to be particularly active on social media.FindingsThrough the lens of social practice theories, the study reveals that CC are likely to implement and perceive sustainability very differently from the dominant mass market as subject to the influence of their shared rituals, values, norms and symbolic meanings. Such findings are relevant under a managerial perspective as they also generate insights on how to foster environmentally friendly practices in coffee consumers as well as on how to create more sustainable marketing strategies.Originality/valueThe study contributes to the literature on coffee consumption behaviour and sustainability. First, by analysing actual behaviours rather than intended, the study offers an alternative approach to the dominant paradigm of linear decisions models in the study of sustainable consumption. Second, because CC possess a unique consumption style, different from the mainstream market, the analysis has led towards the identification of alternative sustainable consumption patterns and enablers.

Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter

With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons between two samples—public-issue posts and all Twitter posts. After collecting data from Twitter based on tweets from official sportswear brand pages, we find that public-issue posts have a positive influence on consumers’ active reaction (i.e., number of retweets, number of quotes, number of replies, and post-social search behavior). Moreover, the effect of brand activeness, which is brand social activity on Twitter, and media type (photo or video presence in a tweet) are included in the analysis. With user engagement in the public-issue post sample, the effect of the media type is not significant, whereas the effect of brand activeness is significant. This study aggregates literature on brand activism and environmental, social, and governance (ESG) criteria to propose a measurement for a public issue in a single post rather than at the corporate level. The results of this study are useful for brands of all scales taking sustainable marketing strategies and aiming to improve interactions with consumers on Twitter.

Promotion of Sustainable Marketing - Strategies and Initiatives

Companies and businesses operate with the primary objectives of generating revenues and profits for themselves. In the present business scenario, apart from ensuring consumer welfare and achieving excellence in the competition, companies should be sensitive towards the well-being of the society at large and towards creating and maintaining a sustainable society and physical environment for the present and future generations. Both consumers and businesses should appreciate consumerism and environmentalism. Companies should be sensitive towards the adverse effects of business activities on the environment and realize their responsibilities towards the environment. They adopt a number of initiatives and sustainability visions to ensure creating a sustainable society for the present and future generations. The study will make all the stakeholders understand the importance of promoting sustainable marketing and their roles and responsibilities towards the society.

The role of sustainable marketing in building customer relationships – A field study for a number of engineering and design companies –: دور التسويق المستدام في بناء علاقات الزبون – دراسة ميدانية لعدد من شركات الهندسة والتصميم –

The study aims to examining the relationship between the dimensions of sustainable marketing represented by ethics and social marketing responsibility and its role in building customer relations through value and customer satisfaction from the point of view of marketers, and launched the importance of research on determining the importance of both marketing ethics and social responsibility in building customer relationships. The research sample included (40) marketing people in a number of engineering and design companies and the questionnaire was adopted to poll the sample opinions. The extracted data was analyzed using a set of computerized statistical analysis tools with a statistical system to test the hypotheses, and the practical side included the most important statistical means the arithmetic mean, standard deviation, correlation, and simple and multiple regression where the research was based On two hypotheses, the first main hypothesis is that there is a statistically significant correlation between sustainable marketing and building customer relationships, and the second main hypothesis is that there is a significant significant impact relationship between sustainable marketing and building customer relationships, The most important conclusions were the high level of awareness of the individuals under consideration of the importance of the sustainable marketing dimensions represented in marketing ethics and social responsibility, as well as focusing on building customer relationships by raising the value of the customer and trying to gain his satisfaction, and based on the results reached, the research set a set of proposals, the most important of which was to raise the level of responsibility Social services in companies with the aim of raising the value of the customer and gaining his satisfaction.

Fruit and Vegetable Seed Production and Marketing: Existing Practice and Perception of Vegetbale Seed Farmers and Sellers in Bangladesh

Bangladesh has the largest river delta in the world and is known as the basin of South Asia. Accordingly, Bangladesh is naturally fertile, which is the main factor that provides the country with a huge opportunity to produce fruit and vegetable seeds. However, the lack of quality seed production, insufficient seed supply, and lack of seed preservation systems make the seed sector unstable. This research attempts to determine the cause of these problems and identify ways to mitigate them and make a sustainable marketing system. A descriptive research method was applied, based on a survey conducted in Bangladesh in three major seed producing divisions, namely: Dhaka, Chittagong, and Mymensingh. The data were gathered from 40 farmers and 40 retailers & wholesalers who were chosen at random, and the data was analysed in Microsoft Excel. The objective of the study is to analyze marketing practices of vegetable and fruit seeds, the problems of vegetable and fruit seed distribution, and to propose a method for the sustainable distribution of vegetable and fruit seeds. The results showed a lack of genuine and timely market information, poor institutions and arrangements, and poor marketing infrastructure. These findings are indicative of poor marketing efficiency and thereby suboptimal operation of the seed marketing system. Hence, the results found in this study should help to institute appropriate measures for production, market infrastructure, arrangements, and institutions to improve the inefficient functioning of the seed marketing system.

The Time is Right for the Journal of Sustainable Marketing and Your Involvement is Critical

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Connecting Sustainable Marketing and International Marketing Strategy Standardization/Adaptation: Research Opportunities

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Prospects and Constraints of Sustainable Marketing Mix Development for Poland’s High-Energy Consumer Goods

The research examined awareness, prospects and constraints of sustainable marketing mix development (SMD) from the perspective of Poland’s high-energy consumer goods (HECG), i.e., confectionery products, as an example of the Polish food industry. A questionnaire survey was designed for this purpose. The purpose of the survey questions was to evaluate selected areas of SMD; thus, a reference value ratio was proposed. An original approach to pairwise comparisons technique was applied to rank the value of each survey to provide an intensity measure for each examined area, i.e., a non-heuristic approach with verifiable accuracy and reliability. It was found that a high level of awareness among respondents exists in relation to SMD. Considering all aspects of constraints intensity for SMD, it could be concluded that SMD for Poland’s HECG is at a quite high level. However, considering all aspects of prospects intensity for SMD, this evaluation supported the conclusion that its level for Poland’s HECG is moderate only. It was also found that prices of sustainable products constitute the highest ranked determinant of SMD. Considering these research findings regarding awareness, limitations and perspectives for the development of a sustainable marketing mix in the enterprises operating in Poland’s HECG sector, it can be concluded that there are many more problems and difficulties in implementing sustainable marketing mix programs than there are prospects for the development of this concept.