Green Marketing Mix

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

Sustainable Consumption and Green Marketing in Developing Countries

This chapter provides an insight into why Green Marketing (GM) and Sustainable Consumption (SC) of green products are subject of research and discussion in contemporary society. It analyzed the extent of GM in developing countries using cases of Nigeria and Kenya, factors influencing GM, the benefits of GM on the environment and firms, and the challenges. The study is both exploratory with the use of structured literature review of publications in peer reviewed academic journals on GM and SC, and empirical in nature. The findings on respondents rating of factors influencing green purchase behavior showed that concern for health and environment was considered as the most important in Nigeria, while in Kenya it was social awareness and value. For an effective GM and SC, government at all levels has a role of creating awareness to boost green knowledge through educative campaign programs and enforcing green agenda. Government can make regulations relating to GM and ensure SC by lowering the cost when compared to the conventional marketing

A Review on Green Trust and Environmental Quality Awareness Affect Towards Environmental Attitude

There are literally thousands of the global warming and pollution issues affecting the living resources, habitats and residents of an ecosystem. The question is, do the issues affects consumers' environmental attitude? Although environmental awareness is gaining more ground among consumers, it is still not clear how this influence their cognitive thinking and consequently their action. The findings on this issue are still equivocal. There are also arguments that most consumers expect others to solve environmental issues which seems to be more of future concerns while they seek immediate gratification or short term personal satisfaction. To date, marketers are still struggling to convince consumers towards eco-products. Furthermore, green halo effect and greenwashing continues distorting buyers and caused them to be more skeptical. This chapter intends to consolidate the literature on green trust factors and environmental quality awareness and assess how these could stimulate environmental attitude.

Survey of State-of-Art in Green Cloud Computing

Cloud computing is witnessing tremendous growth at one time when climate change and reducing emissions from energy use is gaining attention. With the growth of the cloud, however, comes an increase in demand for energy. There is growing global awareness about reducing greenhouse gas emissions and healthy environments. Green computing in general aims to reduce the consumption of energy and carbon emission and also to recycle and reuse the energy usage in a beneficial and efficient way. Energy consumption is a bottleneck in internet computing technology. Green cloud computing related technology arose as an improvement to cloud computing. Cloud data centers consume inordinate amounts of energy and have significant CO2 emissions as they have a huge network of servers. Furthermore, these data centers are tightly linked to provide high performance services, outsourcing and sharing resources to multiple users through the internet. This paper gives an overview about green cloud computing and its evolution, surveys related work, discusses associated integrated green cloud architecture – Green Cloud Framework, innovations, and technologies, and highlights future work and challenges that need to be addressed to sustain an eco-friendly cloud computing environment that is poised for significant growth.

Assessing the Green Supply Chain Management for the United Arab Emirates Construction Industry

The United Arab Emirates (UAE) construction industry has been witnessing an unprecedented growth in the last two decades. As a result, the sector is facing a major challenge of reducing the carbon footprint and thus creating major concern for the governments and the environmental agencies in the UAE. The chapter discusses the role of Green Supply Chain Management (GSCM) in achieving sustainability in the UAE construction industry. The various stages of GSCM applicable to the construction industry are critically assessed along with green performance measures in achieving environmental, economic and operational performance. Finally, the chapter provides a list of recommendations that could be used by practitioners and policy makers in implementing and measuring sustainability practices in the construction industry.

Effects of Corporate Social Responsibility and Creating Shared Value on Sustainability

This article describes how recently, there has been a shift in corporate social responsibility (CSR) to creating shared value (CSV), filling the gap between the strategies underlying competitive advantage and sustainability. Although the principles of CSR and CSV have been broadly studied and investigated, there is still little academic research focusing on the transitions regarding on economic, social, and environmental sustainability. In this article, literature and a case study were reviewed and analyzed to identify differences and contributing factors towards sustainability, based on value co-creation and collaboration approaches. The authors' findings present that the CSV emphasizing on co-created value with the cross-sector collaboration leads to the sustainability. Working together with local people or social organizations enables deep understanding of local context and understand the real social and environmental issues. The study contributes to sustainability and business literature by investigating insights into the sustainability of CSR and CSV, and strengthening the importance of social involvement.

Evaluating Factors Affect Green IT Readiness (Part 1)

The IT departments must have green IT readiness to control emissions from data centres and selecting equipments of low power consumption. The purpose of this study is to evaluate the factors affecting green IT readiness. A questionnaire of developed to evaluate green IT readiness from the perspective of the IT staff. The questionnaire divided into two parts. The first part is for demographic information and general questions. The second part for green IT dimensions; technology, practice, policy, governance, and attitude. The data collected from 401 respondents. The results showed that the factors; technology, practice, attitude, and maintenance have an agree degree of agreement, while the factors; policy, governance, and green IT readiness have neutral degree of agreement. The governance has the highest correlation and influence on green IT readiness. The study recommends organizations, to setup strategies for implementing green IT as short-term solutions, and the government needs new laws and policies to implement green IT as a long-term solution.

Customers' Perceptions of Green Banking

Banks today promote eco-friendly financial services by widely adopting the concept of green banking. This is generally done to minimize the impact of environmental degradation in their business activities. Besides its usefulness for environment, green banking also acts as a competitive edge for banks by offering customers with new channels of financial services delivery. However, service experiences and quality of service delivery often defines customers' perceptions towards the adoption of such services. This paper aims to study service qualities and other underlying factors that influence customers' behavioral intentions towards using green banking in Bangladesh. Under PLS-SEM technique, factors like reliability, privacy, responsiveness, empathy and information quality has significant positive effect on performance expectancy; while, performance expectancy, effort expectancy and facilitating conditions significantly influence customers' behavioral intention. Implications of these findings can provide practical recommendations and directions for further work to banks in Bangladesh.

The Leading Practices of Green Mobile Telecommunication Base Station Design

The aim of this study is to identify the green mobile telecommunication base station design practices as adopted by leading cases, four cases were analyzed; Ericsson, ZTE, Huawei, and Bharti. The data were collected from the published data. This study reveals that; the design attributes could be classified to; primary and secondary design attributes. A lot of relationships are reported between the design attributes. This study helps the academics in understanding the relationship between design attributes and actions, so they can use the reported model of this study for teaching purposes or for further extended survey study. The base stations developer and mobile communication services providers have a good insight about the sustainable design alternatives. The green operations practices are still new and the research contribution is limited, the research contribution of green mobile telecommunication base station deign is very limited.

Increased Value Through Sharing in Multi-Sided Markets

The demand for more sustainable business models is increasing the need for current businesses to develop their business processes and value creation mechanisms. One way to improve sustainability is sharing resources and services in a new sharing economy paradigm. This chapter builds a conceptual model for taxi ridesharing to describe the value potential that is born by increasing the efficiency of taxi businesses. First, a framework for multisided markets is built to understand the different value elements of taxi ridesharing. Then, a conceptual mathematical model is introduced to understand the value symmetries including the cost saving potential and allocation from the perspectives of the customer and the supplier. The model shows that it is possible to have a system that creates value for both the taxi driver and the passenger, while simultaneously leading to significant reduction in CO2 emissions.