Environmental Marketing

Egyre több jel utal arra, hogy manapság a globális környezeti problémák korszakában él az ember. Cselekvéseivel hoz-zájárul a környezet állapotának romlásához vagy javulásához. Emiatt kiemelt jelentőségű az egyének környezettudatos magatartásának elemzése, a környezettudatosság szintjének számszerűsítése és a kapott eredmények összehasonlítása az egyének önértékelésével, azzal, hogy mennyire tartják önmagukat környezettudatosan viselkedő személynek. Ennek érdekében 2017 tavaszán egy 442 fős online kérdőíves felmérést végezett a szerző. A kutatás során a módosított általános környezettudatos cselekvések skáláját (PEB) alkalmazta, amely segítségével egy cselekvési nehézségekkel súlyozott skálán meghatározta az egyéni környezettudatosság szintjét. Kutatási eredményei alapján megállapítható, hogy hazánkban a környezettudatos magatartás általános szintje alacsony, és az is, hogy a nem környezettudatos módon élők sokkal kör-nyezettudatosabbnak gondolják magukat a valóságnál, azaz szignifikánsan kedvezőbb az önértékelésük a ténylegesnél. A tanulmány mindezeken kívül különféle statisztikai módszerek segítségével részletesen elemzi a különféle környezet-tudatos cselekvési típusokat, bemutatja a leggyakoribb és legritkább környezettudatos cselekvéseket, a cselekvésekhez kapcsolódó nehézségeket, valamint megvizsgálja a láthatóság, az egyéni haszon és a környezettudatos magatartás közötti kapcsolatokat

У роботі представлені об’єктивні передумови становлення та розвитку екологічного маркетингу в сучасному олімпійському спорті. Наведена характеристика суб’єктів маркетингової діяльності з охорони довкілля в олімпійському русі. Визначені підходи до теоретичного обґрунтування концепції екологічного маркетингу в олімпійському спорті.
  Під екологічним маркетингом можна розуміти сукупність ринкових механізмів управління діяльністю керівних органів олімпійського спорту щодо охорони довкілля в процесі підготовки та проведення Олімпійських ігор. Основними категоріями концепції є екологічно орієнтована послуга олімпійського спорту, виробники та споживачі екологічно орієнтованої послуги олімпійського спорту.
  Автором розроблено екологічну періодизацію сучасного олімпійського руху. Визначено зміст та структуру маркетингової діяльності керівних органів олімпійського спорту з охорони довкілля. Окреслені шляхи вдосконалення еколого-економічної діяльності суб’єктів міжнародного олімпійського спорту. Наведені необхідні умови впровадження екологічного маркетингу в систему олімпійського руху на Україні.

استهدف هذا البحث التعرف على الاثار المباشرة وغير المباشرة للعلاقة بين الخصائص الشخصية والتنظيمية وكل من الاحتراق الوظيفي والانسحاب الوظيفي، وكذلك الاختلاف في الاثار المباشرة وغير المباشرة وفقا لملكية البنك، الوصول إلى الاختلافات بين مستوى الاحتراق الوظيفي لدى العاملين في مجال تقديم الخدمات التسويقية في المصارف التجارية السعودية مقارنة بفروع المصارف الأجنبية في منطقة القصيم ، ومحاولة التعرف على أهم العوامل المسببة في حدوث الاحتراق الوظيفي للعاملين في مجال الخدمات التسويقية في المصارف التجارية السعودية مقارنة بالمصارف الأجنبية في منطقة القصيم، ومحاولة الوصول الى الخصائص الشخصية والتنظيمية التي تؤثر على الشعور بالاحتراق الوظيفي لدى مقدمي الخدمات التسويقية في المصارف التجارية ، وكذلك استكشاف العلاقة  بين مستوى الاحتراق الوظيفي وترك العمل جسدياً  ونفسياً لدى العاملين في مجال الخدمات التسويقية في المصارف التجارية ، والتعرف على أهم المتغيرات (الإجهاد الوظيفي، الشعور بتدني الانجاز، فقدان العنصر الإنساني ) التي تؤدى إلى الانسحاب الجسدي  والنفسي من العمل. وقد توصلت الدراسة الى العديد من النتائج التالية وجود آثار كلية لمحاور الاحتراق الوظيفي، على الانسحاب الوظيفي، الأثر الكلى  للاحتراق الوظيفي في البنوك التجارية الاجنبية غالبا أعلى من البنوك السعودية بمنطقة القصيم، توجد اختلافات معنوية بين مستوى الاحتراق الوظيفي لدى العاملين في البنوك السعودية والاجنبية ، هناك اختلافات بين البنوك فيما يتعلق بالشعور بالإجهاد الوظيفي، وكذلك توجد اختلافات في بعد تبلد المشاعر في حين لم تتضح اختلافات بين البنوك السعودية والأجنبية فيما يتعلق ببعد نقص الشعور بالإنجاز، كما توجد اختلافات في الاحتراق الوظيفي ترجع إلى المؤهل العلمي ، في حين لم يكن هناك اختلاف في الاحتراق الوظيفي يرجع الى عامل العمر ، وايضا اتضح ان هناك اختلاف لمستوى الاحتراق الوظيفي في البنوك السعودية ترجع الى عامل الخبرة الوظيفية ، كما تبين ايضاً وجود اختلافات في مستوى الاحتراق الوظيفي في البنوك السعودية ترجع الى عامل التدريب، اما على المستوى الكلى للعوامل التنظيمية مجتمعة (الخبرة والتدريب) فقد تبين عدم وجود اختلافات بين البنوك السعودية ترجع الى العوامل التنظيمية مجتمعة، كما تبين ايضاً ان هناك علاقات ارتباط طردية موجبة بدرجة متوسطة بين الاحتراق وترك العمل الجسدي والنفسي، كما يوجد تأثير لأبعاد الاحتراق الوظيفي مجتمعة على الانسحاب الجسدي والنفسي

This paper suggests that advertising campaigns directed at increasing consumer demand for green energy should emphasize not only environmental concern and utilitarian benefits, but also psychological brand benefits. The theoretical framework proposes three distinct psychological benefit categories potentially enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm glow, self-expressive benefits, and nature experiences. A sample of 726 consumers was exposed to experimental advertisements for a fictitious green energy brand. Findings confirm most predicted effects and underline the overall significance of psychological brand benefits. Only self-expressive benefits do neither affect participants' attitudes toward the experimental brand nor their purchase intentions. Nature experience has the strongest influence on brand attitude. Multi-group structural analysis shows that the nature experiences level evoked by the advertisements moderates the effects of the behavioral antecedents studied on brand attitude and purchase intention. The findings provide keys to improving green energy branding and advertising strategy.

This paper reviews the literature on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.

Green and going green is a confused concept in the business sector since, many are going by alternative names such as sustainable marketing, environmental marketing, Eco marketing, organic marketing, etc. Green marketing, also otherwise identified as environmental marketing and sustainable marketing, refers to an organization's efforts at scheming, stimulating, valuing and allocating products that will not damage the environment. Green marketing is essentially a way to brand marketing message in order to capture more of the market by appealing to people's desire to choose products and services that are better for the environment. It is hypothesized in this research that through green marketing it is possible for a company to enhance their brand value on their product to the customers, but may have less chance to influence on consumer purchasing behavior. This study was conducted among 389 customers in Kaula-Lumpur and Penang area Malaysia. The study applied statistical tools like correlation and regression to arrive at the findings. The findings indicate that the companies green marketing campaigns well correlated with brand perception of and buying behavior of consumers. The study provides insight into the dynamic nature of consumer buying behavior.

"This paper works towards a better understanding of
sustainability and social responsibility in business practice by
elaborating on the prevalent approaches to environmental ethics
and social responsibility that inform the discussion on sustainable
marketing in the literature. Three different approaches to normative
environmental ethics are identified (consequentialism, deontology,
and virtue ethics), and the roles and responsibilities that different
market actors have in each approach are analyzed. Conclusions are
drawn particularly for environmental and consumer policy."

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers' purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows-to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers' environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer' green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

This article examines two film franchises and two subsequent advertising campaigns spawned on the back of them. Examining processes of imaging, imperial administration and ecological discourse, it argues that contemporary advertising campaigns that sell Australian and New Zealand ecology to a global, long haul tourist industry are not a contradiction. Instead, they are symptomatic of an ambivalent attitude of extraction and preservation founded by the British Empire. Advertising campaigns premised upon selling pristine‘ antipodean space perpetuate two long functioning injustices. Firstly, they continue to commoditise ecologies as wilderness‘ even while the process makes them anything but. Secondly, they constitute a form of ecological racism that sees indigenous peoples as scopically marginalised guarantors for the purity‘ of a commodity that is polluted in the process.

O objetivo do estudo foi o de aplicar o método da Disposição a Pagar (DAP) aos frequentadores do Parque Olhos D' Água e, com isso, contribuir para a valoração dos seus atributos ambientais visando à preservação e melhoria da referida Unidade de Conservação. O Parque Olhos D' Água localiza-se em área nobre de Brasília e foi criado na esfera administrativa do Distrito Federal. O presente estudo apoiou-se em variáveis de segmentação econômica, psicográfica e no conhecimento ecológico dos usuários. Para tanto, foram aplicados 100 questionários, contendo perguntas divididas em duas partes: 1) indicação da disposição a pagar pelos usuários do parque; 2) segmentação, segundo determinados critérios e caracterização dos usuários. Os resultados indicaram não somente que as pessoas com perfil altruísta e mais preocupadas com o meio ambiente apresentaram maior disposição a pagar pela conservação do Parque Olhos D' Água, como também que este segmento de usuários poderia contribuir para a definição do perfil do usuário verde e, com isso, servir de base para a elaboração de um programa de marketing ambiental orientado para o incremento dos recursos financeiros necessários para as ações de preservação e melhoria do referido parque.

Environmental Management Systems (EMSs) address environmental risks in supply chains and certification of environmental claims. Governments supporting EMSs have encouraged producers to respond to anticipated consumer environmental concerns. Attempts at implementing EMSs have rarely been in direct response to market demand but are usually farmer organisation driven - to forestall increased regulation. In Australia, consumer demand for foods produced to environmentally sustainable standards is minimal because consumers don't believe these products offer special benefits. EMS implementation is expensive and onerous; and the products require a market premium. Food consumers have difficulty differentiating the terms organic, environmentally-friendly, and sustainably-produced in food labelling.

RESUMO O objetivo do estudo foi o de aplicar o método da Disposição a Pagar (DAP) aos frequentadores do Parque Olhos D’Água e, com isso, contribuir para a valoração dos seus atributos ambientais visando à preservação e melhoria da referida Unidade de Conservação. O Parque Olhos D’Água localiza-se em área nobre de Brasília e foi criado na esfera administrativa do Distrito Federal. O presente estudo apoiou-se em variáveis de segmentação econômica, psicográfica e no conhecimento ecológico dos usuários. Para tanto, foram aplicados 100 questionários, contendo perguntas divididas em duas partes: 1) indicação da disposição a pagar pelos usuários do parque; 2) segmentação, segundo determinados critérios e caracterização dos usuários. Os resultados indicaram não somente que as pessoas com perfil altruísta e mais preocupadas com o meio ambiente apresentaram maior disposição a pagar pela conservação do Parque Olhos D’Água, como também que este segmento de usuários poderia contribuir para a def...

Certain psychological-marketing strategies may be used to develop responsible attitudes toward environmental problems. A methodology for political marketing has been applied to create positive images of collective environmental goods. Research results thus far show that a successful adver¬tising campaign rests upon the ability to induce positive emotional attitudes toward the promoted environmental good. Such attitudes may be created via properly selected elements of the advertise¬ment, which have the potential to evoke certain emotions with its recipients. The suggested psycho¬logical-marketing strategy may be used to stimulate 'sustainable' consumer behaviors. Its applica¬tion in environmental policy may support the development of society's ecological consciousness.

This paper reviews the literature on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.

The study is designed on considering the various aspects of green marketing and its impact on the attitudes of customers in the context of Bangladesh. The design is based both on the exploratory and descriptive research. A survey is conducted with a structured questionnaire using convenience sample of 250 customers, then analysis is prepared using the frequency distribution. The results unveil that our consumers are unconscious about the ‘greenery appeal’ and not wholehearted to the environmental concern at all. Moreover, it gives an insight into a sensible understanding of the problems and challenges of implementing green marketing in Bangladesh.

Presenta varias alternativas de mercadeo de causas ambientales para entidades sin ánimo de lucro. En la primera parte se exploran los modelos de mercadeo más empleados en este tipo de causas: La filantropía estratégica, el mercadeo social y el mercadeo de causas, luego se presentan algunas barreras a este tipo de mercadeo y alternativas para su solución.

In the tourism industry, environmental marketing is an emerging issue that recommends using green products, e.g. healthy food, ozone-friendly products, eco-friendly accommodation, eco-friendly transportation and refillable, reusable, recyclable products. The aim of this chapter is to know the tourists’ purchasing behaviour response in environment-friendly products and also focus on the main factors of environmental marketing that are influential to the tourists’ purchase intention of green products in Bangladesh. This chapter is mainly descriptive in nature and is based on a mixture of primary and secondary data. It proposes an approach to develop the conceptual framework of variables, e.g. environmental attitude, green perceived quality, environment concerns, health and safety concerns, price awareness and purchase behaviour intention of environmental-friendly and green tourism products and services. Primary data was collected with a questionnaire method addressing tourists who have purchased green products previously. A two-stage approach to structural equation modelling (SEM) and path analysis were performed for data analysis by using SmartPLS. Moreover, this chapter will explain the theory of planned behaviour (TPB) in the context of sustainable tourism or ecotourism in Bangladesh. A summary of the main findings of the chapter is that green purchase intention has a positive significant relationship with environmental attitude, green perceived quality, environment concerns and health and safety concerns, whereas awareness of price has a negative influence on green purchase intention towards environmental-friendly and green tourism products and services. Finally, this current chapter addresses managerial implications, challenges and suggestions for tourism products and services development in the sustainable tourism market in Bangladesh. The chapter will help tourist agencies, the tourism industry and marketers to increase in value and be more considerate to tourists’ current needs or demands for safer and better environmental-friendly products.

As environmental awareness plays a more prominent role in purchasing decisions, as <br />consumers demand improved corporate responsibility, and as national governments <br />implement regulation of not just the immediate firm's environmental impact, but <br />instead on the impact throughout the value chain; those corporations which participate <br />in green marketing strategies will be positioned for marketplace competitive advantage. <br />This paper takes the reader through a literature review to define green marketing and <br />applies the term to Colombian exporting firms recognized for their environmental <br />practices or products. A survey of seventy-five small and medium sized Colombian <br />exporters determines usage and perceptions of green marketing practices. Research <br />indicates that Colombian small and medium sized firms do not yet feel market pressures <br />to adopt green marketing strategies, b...

Certain psychological-marketing strategies may be used to develop responsible attitudes toward environmental problems. A methodology for political marketing has been applied to create positive images of collective environmental goods. Research results thus far show that a successful adver¬tising campaign rests upon the ability to induce positive emotional attitudes toward the promoted environmental good. Such attitudes may be created via properly selected elements of the advertise¬ment, which have the potential to evoke certain emotions with its recipients. The suggested psycho¬logical-marketing strategy may be used to stimulate 'sustainable' consumer behaviors. Its applica¬tion in environmental policy may support the development of society's ecological consciousness.