Green Attitudes and Thinking in The New Green Market

People are concerned by the implications of product consumption on their health, which is why they become followers of a healthy and sustainable lifestyle, using green products and becoming aware of a sustainable environment. To have a viable business and to respond to customers' needs, the organization must have an attractive product that offers utility, value, health, joy, and satisfaction to consumers. This chapter analyses a few approaches regarding the implementation of green marketing policies and the situation of green marketing in the world and in Romania. Green customers' behaviour in choosing a green product (using Markov chains), the impact this could have on the number of specialists and the surfaces used in ecological agriculture on green production (using a regression function) are also anaylsed, and the author developed some measures in order to improve companies' involvement in implementing green activities.

Sustainable Software Lifecycle for Green Consumerism

In recent years, consumers are very concerned about environmental issues. However, they often face difficulties to regard this during purchase. This more preponderant domain of ICT includes the scopes of digital media consumption and e-platforms. Cell phones outfitted with sustainability software can be profitable for the marketers by considering consumers' choices in regard to their environmental and biodiversity impacts. This chapter seeks to address the accountability of the digital consumers who care to keep the earth green through their purchases and simultaneously those who design and administrate these digital products that include senior and mid-level professionals from industries and from government authorities.

Green Brand Personality

The main purposes of this chapter are to define a green brand, describe its characteristics, and outline its implications. This chapter would help readers understand the need for studying green brand personality and appreciate its importance in the current market scenario. Moreover, it provides a detailed outline of the ways and means that companies can use to market such brands. It highlights the steps companies can take to increase the sales of green brands and get an edge over non-green brands. In addition, it explores certain best practices in the industry to illustrate how well green products can be sold without compromising on sales targets.

Pro-Social Behaviour and Philanthropy in Conflict and Post-Conflict Contexts

Pro-social behaviour and philanthropy are critical traits to act in a responsible manner towards society and environment through providing money, time and efforts. Most studies have focused on stable locations. However, conflict may still appear as potential places for such behaviour. This chapter raises three major inquiries: Do individuals and corporates perform pro-social behaviour in conflict context? If so, how do they perform such behaviour? How does literature approach specifically consumer pro-social behaviour in conflict and post-conflict locations. This chapter tries to conceptually review recent literature of pro-social practices in conflict contexts. The chapter reveals that no absolute positive impact relating to violence and conflict on pro-social behaviour. The majority of evidence supports the idea that pro-sociality increases during times of war. People exposed to direct violence may participate more in social activities, with early development of environmental and consumer issues. Moreover, entrepreneurship is found to have similar implications on the war-torn society.

Understanding Green Attitudes

Many environmental researches are interested in attitudes. Particularly in consumer behavior studies, attitudes are frequently used to identify the determinants of behavior. This chapter provides a framework for green attitude, first by focusing on its components and formation. The attitude-behavior gap is also discussed by categorizing a number of variables that are found to affect this relationship in the environmental literature. Following sections provide well-established scales of green attitudes and how they are measured. Finally, insights for green attitude change are discussed, along with future research directions, which underline the importance of new methods for attitude measurement.

Consumers Consciousness Towards Environmental Aesthetics in Using Nutricosmetics Products

The present paper attempts to shed some light on consumers' consciousness on environmental aesthetics in using nutricosmetics products. More particularly, this paper seeks to answer the following questions: (1) How does green marketing contribute to consumer consciousness towards environmental aesthetics? (2) How do nutricosmetic products present its aesthetic values towards its consumers? (3) How do consumers perceive environmental aesthetics in purchasing nutricosmetic products? (4) How are environmental aesthetics interconnected with the environment? In answering these research questions, relevant literature is reviewed, analysed, compared and synthesized as a way to gather the required information. The present paper contributes to the understanding of environmental aesthetics in the context of nutricosmetics industry.

Awareness of Environmental Issues Among Consumers in the Malaysian Hotel Industry

Global issues such as climate change, global warming and pollution have become some of the most critical issues happening around the world for quite some time. Previous research has found that the environmental issues are closely linked with human activities. Generally, the hotel industry is closely related to the environment, particularly through daily operations that can lead to these environmental issues. Beginning a few decades ago, there was an increase in environmental awareness in the hospitality industry. In this light, green hotels seem to be becoming a growing niche in the competitive lodging industry and the number of customers who are interested in staying at green hotels has also increased. Due to the lack of studies that explore the green efforts that influence customer satisfaction and customer loyalty, this study was therefore conducted to investigate the effect of environmental management practices towards customer satisfaction and customer loyalty in the Malaysian hotel industry.

A Conceptual Model of Green HRM Adoption Towards Sustainability in Hospitality Industry

This chapter seeks to provide a better understanding on the predictors of green human resource management which can result in improved environmental and financial performance across hospitality industry. The proposed model has been constructed from the perspective of external pressure (i.e., normative) and internal pressure (manager's environmental concerns) by using the Institutional Theory and Resource Based View Theory. The chapter examines the antecedents of sustainability in hospitality industry in terms of improved financial and environmental performance. It therefore expands the level of understanding on mechanisms which leads to corporation sustainability. While the chapter is written with a focus on hospitality industry, the proposed model is applicable to corporations across other sectors.

Sustainable Development Values

There is a great difference between developed and developing nations' perception about sustainability development values. As such, it is expected that the current sustainable development value facets might not represent the developing country needs as well. Therefore, there is a necessity to define sustainable development value and its dimension based on developing country perspective. The present study is such an attempt to fill this gap in the literature. 16 in-depth interviews were carried out to gain in-depth understanding about the phenomenon. Transcriptions were made and thematic analysis was utilized to analyse the qualitative data. It is crucial in order to achieve the nations' vision and its future sustainable development goals according to the nations need and demand.

Green Marketing Strategies and Marketing Performance

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.