Why Do Companies Engage in Green Marketing?

In recent years, consumers and the business world have deemed environmental issues to be more important, and green marketing has become a competitive advantage involved in corporate strategies. This chapter aims to study the concept of green marketing in the business world. First, according to literature, evolving green marketing definitions are described in detail, and the importance of green marketing approach it assessed. Then, since green marketing approach must be integrated with corporate strategies, four green marketing strategic models are presented and discussed. The chapter concludes with a discussion of the implications for green marketing of motivating factors such as pressure from consumers, NGOs and environmental organizations, legislative authorities, cost and profit considerations and competition between companies.

Green Consumption

The main purpose of this chapter is to reveal the profile of organic food consumers and the factors that affect consumers' motivation for organic food consumption as being one of the most important aspects of green marketing and green consumption. Therefore, this study first dealt with green consumers and green consumption and then, organic food consumption and the state of organic food market were evaluated and finally, an empirical research was conducted with 393 respondents in order to better determine the consumers of organic food consumption in Turkey. According to the findings, four motivations were found in influencing the behavior of organic food consumption. These are: health, ecological and social welfare, sensory appeal and natural contents. More specifically, this research reveals that those that have children participated in this research frequently consume organic food.

The G4 Initiatives

The chapter of Go Green Global Gear Up(G4) Initiatives is an attempt towards bringing an awareness on the current environment crisis of global warming and how to overcome the effects of the various factors that induces this global warming and the initiatives that different industries or sectors have adopted to fight against global warming and make the world a greener place to dwell. The chapter also highlights on the technological development initiatives that gears up the go green buzz word and what are the different supports provided by the Government and other NGO's towards this initiative.

An Overview of Electric Vehicle Technology

Modern studies on green technologies for transportation sector are attaining attraction among the research communities from diverse parts. We learn the significance of plug-in hybrid electric vehicles which play a key role toward the policy option to reduce the environmental concern. There are major uncertainties in the diffusion of electric vehicles timing of market diffusion among consumers. However, there has been a considerable effort made towards the benefit of electric vehicles demand. Yet, the debates on consumer behavior towards the adoption of electric vehicles are less recognized. Researcher's highlighting the significance of plug-in hybrid electric vehicles from a combined perspective considering V2G technology which allows bi-directional flow of electricity. On the other hand, when electric vehicles are recharged from electricity produced from conventional technology power plants such as oil or coal-fired plants, they may produce equal or sometimes more greenhouse gas emissions than conventional gasoline vehicles.

Eco-Friendly Culpabilities of Modern Corporates on Ecological Marketing

Modern marketing is consumer-oriented. However, very often, for immediate gains, many corporates surpass the ecological value. Gradually, the importance of ecology is grasped among the corporates in the modern marketing environment. This gave a birth to green marketing which is safe to the consumers and highly profitable to the corporates simultaneously. Thus, a systematic investigation into the emerging phenomena of ecological marketing and the modern corporates' responsibility becomes the need of the hour universally. In this context, the objectives of this study are to present a detailed conceptual framework of Green marketing and its impact on environment, to highlight the Green Marketing initiatives undertaken by the selected modern corporates, encompassing some prominent banking companies, to analyze the benefits accruing out of the eco-friendly responsibilities shouldered by the corporates, and to suggest measures to the corporates to perform better in the context of sustainable marketing.

Green Marketing as a Tool for Reducing Environmental Footprint of the Construction Industry

The world's habitat is being deteriorated in an accelerated way. Construction industry is one of the industries which affect the environment adversely due to its processes' and outputs' environmental footprint. Green marketing can play an important role in changing unsustainable production and consumption patterns in the construction industry and in enhancing its sustainability performance. For this reason, this chapter aims to introduce green marketing as a tool for reducing environmental footprint of the construction industry for establishment of the sustainable built environment. This chapter covers the following topics: need for reducing environmental footprint of the construction industry; need for and ways of as well as advantages of, potential drivers for and barriers against using green marketing as a tool for reducing environmental footprint of the construction industry.

Practice of Green Marketıng Activities in the Organic Agricultural Sector in Turkey

Requests and needs are not static in a growing and changing world. On the contrary, they can develop and change with the effect of both environmental and internal factors. Green marketing is the request of social civilization. One of the effects of this growing interest in environmental markets in Turkey and the rest of the world can be seen in the move towards organic agriculture. The main purposes of this study are to define organic agriculture as described by environmental marketers and as practised in the agricultural sector, and to explore the current condition of organic agriculture in Turkey and the rest of the world. Subsequently, organic agriculture and the main problems in its related sectors will be discussed and suggestions for solutions will be given. Suggestions will be given that include political, as well as research and development and training programs that are related to improving organic agriculture and increasing organic exports.

Emerging Strategies in Green Marketing Within the New Sustainability Paradigm

The current study is an attempt to clarify the nomological net of corporate green marketing and also an attempt to highlight and remedy some inherent dilemmas and myopic approaches in the green marketing debate. Briefly, in this study the green marketing concept has been defined and analyzed in an evolutionary manner. Within the sustainability framework, previous approaches to green marketing motivators, which is consumer-centric to an extensive degree, are no longer useful. Thus, this problem has been tried to be remedied by showing that demand is a changing variable and it influences green marketing at the tactical level due to its short-term nature. Although a proposed model has been explained, all variables need to be studied much further and the unique contribution of this study is reflecting the perspective change incorporating strategic and tactical levels and the insights this perspective can provide to businesses and practitioners about why they should be going green.

A Comparative Study on GFT Adoption Behaviour Among Malaysian Paddy Farmers

Agriculture is the major driving force of Malaysian economic. The aim of this research study is to segment the behavior of paddy farmers in Malaysia and understand how they influence adoption, and rejection of a green fertilizer technology(GFT). The objective of this paper is to establish the thinking which enables a society to bridge the gap between embracing GFT. Furthermore, the study builds the conceptual framework and examine the relationship among the relevant construct this framework is critically examining the technology adoption literature. To make this conceptual framework robust it is found in the literature that theory of planned behavior and Theory of reasoned action play the major role to segment farmer's behavior towards the adoption of GFT. This chapter highlights a number of issues that have bearings on the future roles of the fertilizer usage among Malaysian paddy farmers. These include the emerging notion of the awareness and trust of the GFT efficient way to increase the production.

The Impact of Green Attributes From Suppliers on Supply Chain Performance

Nowadays, green supplier selection (GSS) is one of the most important activities for companies. Therefore, this research aims to demonstrate the relationship that exists between GSS and the marketing benefits of companies. The chapter proposes a structural equation model that integrates three latent variables. The two independent latent variables concern preproduction green attributes and process green attributes, and they are associated with a dependent latent variable: marketing indexes. Thus, three hypotheses are proposed to relate these latent variables. To validate such hypotheses, a survey is administered to 253 middle and senior managers from the manufacturing industry of Ciudad Juárez. Similarly, a descriptive analysis of the sample and the items is carried out. Results show direct and positive effects among the analyzed variables. However, the highest impact is caused by preproduction green attributes over production process green attributes.