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1

Promotion of environmental actions and attitudes in Polish cities

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 195

301--317

EN

Purpose: The cognitive aim of this article was to elucidate the importance of ecological marketing endeavours within urban settings for fostering city identity, as well as to accentuate the role of residents in environmental stewardship within the city. The objective of the study was to determine how cities promote pro-environmental actions and attitudes among various consumer groups. Design/methodology/approach: Primary research employed the CAWI method, utilizing a proprietary questionnaire. The study was conducted in 2022. The subjects of the study were cities in Poland. The questionnaire was distributed to all cities, and the analysis was performed on 414 returned and properly completed questionnaires. The presented results constitute a segment of the entire research. Findings: Cities clearly focus on social media and their own publications for promotion. A large part of the activities is directed at residents, especially the youngest ones. This is manifested in the organisation of festivals and events for residents of all ages. Events of various types are organised on a fairly large scale in cities (picnics, family events, city days, festivals), with environmental issues as their main theme. Encouraging ecological activity and raising awareness also occurs, albeit to a much lesser extent, through activities targeting teachers, business representatives, or employees working in municipal offices. However, what stands out is the low level of cooperation with non-profit and business entities in the area of pro-environmental activities. Research limitations/implications: The study was quantitative in nature; future research could be expanded to include qualitative studies that would more specifically pinpoint the initiatives undertaken in the city regarding the promotion of pro-environmental actions and green city marketing. Originality/value: This paper is directed at all individuals interested in environmental marketing, especially city mayors, who are responsible for promotion within cities.

2

Priority target groups for environmental marketing of cities in Poland

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 168

231--246

EN

Objective: The cognitive objective of the paper is to present the target groups for the environmental marketing of cities. The research objective was to identify the priority audiences for the green marketing of cities in Poland and to indicate what activities are undertaken regarding these most important groups. Design/methodology/approach: The primary research used the CAWI method, using a proprietary questionnaire. The research was conducted in Q1 2022. The subjects surveyed were cities in Poland. The questionnaire was sent out to all cities, and 414 returned and correctly completed questionnaires were analysed. The presented results represent a section of the entire research. Findings: The interviewed stakeholders indicate that, of the many groups mentioned, residents are the key audience for green city marketing activities. Residents were divided into three groups - young residents, middle-aged residents and older residents. According to the statements, the key audiences are young residents - 95% of indications. Next are middle-aged residents with 67% of indications and older residents with 63%. The least frequently mentioned key audiences are those associated with the scientific community - 4.6% of indications and foreign tourists - 6.3% of indications. Activities undertaken to promote ecology in the city are mainly based on creating pro-environmental attitudes among the youngest groups of residents. Research limitations/implications: The research was quantitative research, in the future the research could be extended to include qualitative research that would indicate the motives for selecting specific groups for urban green marketing activities. Practical implications: The results of the survey indicate that cities mainly focus on promoting environmental activities among their inhabitants. However, cities in most cases do not carry out surveys of their citizens about their environmental needs. It is worth considering conducting such a survey among residents in order to identify expectations and the most pressing issues. Originality/value: The research is aimed at all those interested in the subject of environmental marketing and in particular the target groups targeted by green city marketing activities.

3

Green marketing and greenwashing – analysis of the phenomenon in brand promotion on selected examples

Bierzyńska-Sudoł Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

37--51

EN

Purpose: The article presents green marketing and greenwashing as phenomena in the context of the promotion of selected brands. The aim of the article is to present the essence of green marketing and greenwashing and, on this basis, to show and expose bad practices used in marketing activities that pretend to be truly ecological projects. Design/methodology/approach: In the article, the following research methods and techniques were used: problem, analytical, synthetic, chronological, interview, questionnaire, comparative, and participant observation. Findings: Green marketing was sufficiently shown in many studies. Greenwashing, on the other hand, as a dynamic and willingly practiced in marketing activities phenomenon, aroused the greatest research attention of the Author, who, by giving many examples, revealed tricky methods and eristic tricks leading to a quick promotion of a company and achievement of undeserved profits. In the opinion of the Author, it is advisable to present brands that promote themselves through green marketing, because their names should be remembered. On the other hand, for companies that use greenwashing, as entities negatively assessed by consumers, being included in the scientific text, cannot be an opportunity to promote. Originality/value: Despite many positive actions, we can still observe companies using greenwashing that soak their messages with ecological hollow words. Greenwashing harms not only consumers, but also honest companies that take problems of sustainable growth seriously. Therefore, the ability to recognize unfair practices is extremely important. At this point, we can indicate the relationship between the level of environmental awareness of customers and the actual or apparent activities of companies. Therefore, this article is aimed especially at consumers and people interested in sustainability.

4

Ecology in marketing of the city and attachment of residents - based on selected city

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 156

259--276

EN

Purpose: The cognitive article purpose was to indicate significance of pro-ecological actions in a city for creation of a city attachment. The research purpose was to define a significance and perception of ecology in a city among different inhabitant groups. Design/methodology/approach: The inquiry sounding method was applied for this research, using a direct or internet questionnaire sent by e-mail, carried out among Sosnowiec city inhabitants. The sample was selected non-random and purposeful. The research was attended by all the people registered in the city, in the age from 18 to 86 years, divided to 5 age-groups. Findings: Majority of respondents declare that the pro-ecological city image is important for them, but they rarely look by themselves for information about ecological actions taken in the city. They notice best the pro-ecological city’s actions in the ecological city’s communication area. Inter-generation differences are visible in case of a city attachment declaration. Weakest city attachment is declared by a group of young people for whom also improvement of environment status has a small importance. Research limitations/implications: Research was carried among inhabitants of one city. Therefore, research conclusions can be generalized to no other interested group or city. Future research may be developed both in direction of larger city number and wider target groups: tourists, business representatives or City Council workers. Practical implications: Research results indicate that the important aspect of city marketing, the authorities should especially take into consideration, is a communication with inhabitants. Majority of respondents don’t look by themselves for information about ecological actions in a city and they cannot evaluate city authority information policy. Originality/value: Green marketing is a quite strongly explored research area in the business subject aspect, while significantly less publications relate to the city’s ecological marketing. This article includes problems relating to a city image, greens affecting its perception or issues relating to attachment to a domicile. This elaboration is directed to all the people interested in ecology problems in the city and to authorities of other cities, responsible for marketing policy, including ecology.

5

Different faces of CSR: greenwashing in the context of its impact on corporate reputation

Szwajca Danuta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 161

307--323

EN

Purpose: The aim of the article is to show the negative impact of greenwashing on the company's reputation and to propose ways of using CSR and green marketing tools to reduce green reputation risk. Design/methodology/approach: The article attempts to answer the question: How to use CSR and green marketing tools so that they are not perceived as greenwashing and do not generate green reputation risk? The following methods were used: literature review, deductive inference based on the analysis of the following concepts: CSR and sustainable development, stakeholder theory, corporate reputation management, stakeholder engagement and social innovation. Findings: The most frequently postulated method of limiting greenwashing is the legal regulation of CSR, but due to its weaknesses, it is proposed to develop cooperation with stakeholders in order to jointly create green strategies and social innovations. Practical implications: The methods and directions of activities limiting the negative effects of greenwashing in the context of reducing green reputation risk and improving the reputation management process were indicated. Originality/value: The article contributes to the development of reputation management theory by drawing attention to another source of reputational risk, the so-called green risk, such as greenwashing, with an indication of how to reduce or avoid it.

6

Green Economy – Vector of Sustainable Development

Ospanova Anar, Popovychenko Iryna Popovychenko, Chuprina Elena

Problemy Ekorozwoju

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2022

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Vol. 17, nr 1

171--181

EN

The article is devoted to the formation of theoretical, methodological foundations and the development of conceptual approaches to the practical provision of the green economy, considered as a vector of sustainable development. The study substantiates the need to create a new global economic school. The existence of two concepts of economic development of future generations is established. The author’s vision of economic growth in the conditions of sustainable development is formed, as well as its necessity is also proved. A component model of sustainable development is proposed, which allows reflecting the essence and content of the green economy. The positive experience of green integration is summarized. The negative aspects on the way to the practical implementation of the Millennium Development Goals are identified.

PL

Artykuł poświęcony jest kształtowaniu podstaw teoretycznych, metodologicznych oraz rozwojowi koncepcyjnych podejść do praktycznego zapewnienia zielonej gospodarki, traktowanej jako wektor zrównoważonego rozwoju. Badanie uzasadnia potrzebę stworzenia nowej globalnej szkoły ekonomicznej. Ustala się istnienie dwóch koncepcji rozwoju gospodarczego przyszłych pokoleń. Kształtuje się autorska wizja wzrostu gospodarczego w warunkach zrównoważonego rozwoju, a także udowadnia jego konieczność. Proponowany jest składowy model zrównoważonego rozwoju, który pozwala odzwierciedlić istotę i treść zielonej gospodarki. Podsumowano pozytywne doświadczenia zielonej integracji. Zidentyfikowano negatywne aspekty na drodze do praktycznej realizacji Milenijnych Celów Rozwoju.

7

Jak wprowadzić firmę na „zielone tory”?

Bielak Magdalena

Energia i Recykling : gospodarka obiegu zamkniętego

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2019

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nr 1

64

PL

Początek roku sprzyja różnego rodzaju inicjatyw społecznych. Chciałabym zachęcić do wdrożenia kilku zasad, które pozwolą wprowadzić działalność firmy na „zielone tiry”. To podstawa zielonego marketingu, choć pewnie niektóre z tych zasad wydadzą się niezwiązane z marketingiem. W moim odczuciu to podstawa zielonego marketingu, choć pewnie niektóre z tych zasad wydadzą się niezwiązane z marketingiem. Jestem jednak przekonana, że chcąc uczciwie podejść do tematu, nie można abstrahować od tego, jak firma korzysta z zasobów i jakie zachowania promuje wśród swoich pracowników. Używanie przez firmę określenia „zielona”, „przyjazna środowisku”, „eko” jest zobowiązaniem. Jeśli uda się Państwu wdrożyć proponowane przeze mnie rozwiązania, to z pewnością zobowiązanie to będzie wypełniane.

8

Zielony marketing: refleksje na koniec roku

Bielak M.

Energia i Recykling : gospodarka obiegu zamkniętego

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2018

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nr 12

57

PL

W powszechnym przekonaniu przyjęło się, że marketing i public relations to działania mające na celu kolorowanie, by nie powiedzieć: fałszowanie rzeczywistości. To przede wszystkim sprawianie, aby produkt, usługa czy inny przedmiot działalności firmy były atrakcyjne. Często bardziej niż są w rzeczywistości. Obie dziedziny nie mają dobrej opinii u statystycznego Kowalskiego. "To był tylko "piar" " ? mówi, mając na myśli wizerunkowe działanie firmy, w kontrze do jej nieuczciwych praktyk.

9

Green marketing today – a mix of trust, consumer participation and life cycle thinking

Lewandowska A., Witczak J., Kurczewski P.

Management

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2017

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Vol. 21, no. 2

34--54

EN

A transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.

PL

Zwrot w stronę zielonej, cyrkularnej gospodarki powoduje, że przedsiębiorstwa coraz częściej wykorzystują nowe narzędzia dla osiągnięcia celów zrównoważonego rozwoju Celem niniejszego artykułu jest pokazanie możliwości i korzyści z włączenia podejścia life cycle thinking (myślenia kategoriami cyklu życia) w działalności firm w obszarze green marketingu. Praca stanowi zbiór teoretycznych oraz koncepcyjnych rozważań związanych ze środowiskową oceną cyklu życia (LCA) jako użytecznego narzędzia sprzyjającego osiągnięciu celów zielonego marketingu. W artykule podkreślono znaczenie kreowania zaufania konsumentów do zielonego biznesu poprzez potwierdzenie ekologiczności wytwarzanych produktów oraz prowadzonej działalności. Opisano również zalety oraz wady wyników badań LCA w aspekcie możliwości ich wykorzystania w zarządzaniu marketingowym, jak również podkreślono brak ich wykorzystania w budowaniu zaufania oraz zaangażowania konsumentów.

10

The Development of Organic Food Market as an Element of Sustainable Development Concept Implementation

Bryła P.

Problemy Ekorozwoju

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2015

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Vol. 10, nr 1

79--88

EN

The development of organic food market constitutes an element of a far more complex phenomenon of ecological consumption and reinforcement of a new paradigm called green marketing. Sustainable development strategies in the agri-food industry vary widely, ranging from mainstream agriculture becoming more ecological through the development of local production and consumption networks, organic farming to fair trade. We observe a dynamic growth in the value of organic food market in developed economies. From 2004 to 2012, the size of the European organic food market doubled. Further development of organic food market depends, inter alia, on the structure of distribution channels and pricing level, long-term trends in the national income growth and the development of ecological awareness of the society.

PL

Rozwój rynku ekologicznych produktów żywnościowych stanowi element znacznie bardziej złożonego zjawiska ekologizacji konsumpcji i umacniania się nowego paradygmatu, zwanego zielonym marketingiem. Strategie zrównoważonego rozwoju w branży rolno-spożywczej mogą przybierać zróżnicowaną formę, począwszy od ekologizacji rolnictwa głównego nurtu poprzez rozwój sieci lokalnej produkcji i konsumpcji, rolnictwo ekologiczne, aż po uczciwy handel. Obserwujemy dynamiczny wzrost wartości rynku żywności ekologicznej w krajach wysoko rozwiniętych. W latach 2004-2012 wartość europejskiego rynku żywności ekologicznej się podwoiła. Dalszy rozwój rynku produktów ekologicznych zależy m.in. od struktury kanałów sprzedaży, wysokości cen, długofalowych trendów w zakresie wzrostu dochodów społeczeństwa i wzrostu świadomości ekologicznej.

11

Komunikacja społeczna na rzecz redukcji konsumpcji energii

Syrkiewicz-Świtała M., Szkutnik J.

Rynek Energii

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2010

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nr 4

83-88

PL

Perspektywy rosnącego zużycia źródeł energii nieodnawialnej skłania do konkretnych działań w celu redukcji konsumpcji energii na świecie. Powodem wzrostu konsumpcji na energię jest rozwój cywilizacyjny a co za tym idzie wzrost zapotrzebowania na nośniki energii zarówno przez konsumentów indywidualnych jak i zbiorowych. Możliwością zapobie-gania wzrostom spożywania energii jest prowadzenie systematycznych kampanii społecznych promujących oszczędności w zużywaniu energii. Kampanie te są przykładem komunikacji społecznej wspomagającej konsumpcję społecznie odpowiedzialną zarówno przez przedsiębiorstwa jak i gospodarstwa domowe. Komunikacja społeczna na rzecz redukcji konsumpcji energii ma na celu zwrócenie uwagi konsumentom na zaistniały problem, jego konsekwencje w skali globalnej, jak również nakłonienie do zmiany stylu zachowań konsumenckich na polu energetycznym. W artykule zasygnalizowano wpływ decyzji konsumentów i producentów na zużywanie energii, a także zagadnienia dotyczące zielonego marketingu.

EN

A prospect for increasing consumption of non-renewable energy sources leads to concrete action to reduce energy consumption in the world. The reason for the increase in consumption of energy is the develop-ment of civilization and thus increase demand for energy carriers, both by individual consumers and community. Possible to prevent surges in energy consumption is to conduct systematic social campaigns to promote savings in power consumption. These campaigns are an example of communication to support socially responsible consumption of both businesses and households. Communication for reducing energy consumption is to draw the attention of consumers to the problem, its consequences on a global scale as well as to induce changes in the style of consumer behavior in the field of energy. The impact of consumer decisions on use of energy is pointed out. The issues of green marketing and its impact on public education in terms of excessive energy consumption are presented.

12

System EMAS narzędziem marketingu ekologicznego

Krzyczkowski M.

Recykling

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2009

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nr 5

40-41

PL

Problem ochrony środowiska i racjonalnego wykorzystania zasobów naturalnych zyskuje na znaczeniu. Dzieje się tak za sprawą polityków, urzędników Unii Europejskiej, naukowców, przedstawicieli organizacji ekologicznych oraz mediów. Świadomość ekologiczna społeczeństw rośnie, a odpowiedzialność środowiskowa staje się jednym z ważniejszych narzędzi kształtowania wizerunku nowoczesnej firmy.