Wyniki wyszukiwania - Biblioteka Nauki

1

Jak wprowadzić firmę na „zielone tory”?

100%

Bielak M.

Energia i Recykling : gospodarka obiegu zamkniętego

|

2019

|

tom 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.

2

Investigating green marketing implementation with the hedonic price model in residential projects: the case of Istanbul

100%

Tuz A. , Sertyesilisik B.

Critical Housing Analysis

|

2021

|

tom 8

|

nr 1

85-100

EN

The strategic importance of green marketing (GM) in value creation for the end customer (VCEC) and the contribution of the spatial and structural characteristics of a residential project (RP) to the final price have been acknowledged in the literature. However, GM features that can lead to price increases have not been evaluated from the VCEC perspective. This study examines the impacts of GM strategies on RPs. This study applies Hedonic Price Modelling to newly built RPs in Istanbul and evaluates the results from the perspective of the Attractive Quality Attributes Theory. The results showed that the total price of the RPs was affected more by design-related sustainable features of RPs and revealed that there is a relationship between GM and sustainable design. The study highlights the importance of GM, which companies can use to operate effectively in a competitive market and increase the satisfaction of end customers through value creation. The study’s findings can be considered useful information for policies on creating a sustainable built environment.

3

The Environmentalist Movement in the World and Environmental Studies in the Marketing Literature

100%

Nur Öztürk B.

Journal of Marketing and Consumer Behaviour in Emerging Markets

|

2021

|

nr 1(12)

37-54

EN

Problems such as environmental pollution, the depletion of the ozone layer, the melting of glaciers due to global warming, the decline in clean resources and the extinction of some species have prompted people to consider the idea of a more sustainable world. In this process, humanity is going through a mental transformation and gaining some awareness. As emphasized in this study, all crises (accidents, fi res, outbreaks, etc.) experienced worldwide have been the driving forces for environmental transformations. Environmentalist movements emerging from this orientation have also found their place in the world of science and therefore in the marketing literature. From this point of view, the aim of this study is to explain the scientifi c publications inspired by the environmental transformations experienced chronologically and to reveal the part that is present in the marketing literature. In this study, it has been shown with which intensity environmental studies have been included in the marketing literature. In addition, it was determined which marketing journals were discussed intensely. This study points to potential academic fi elds of study. Finally, this study emphasizes that while trying to explain green consumer profi les, attention should be paid to macro factors (lifestyle, sociological variables, etc.) in addition to micro factors such as values and norms. National and corporate green policies can be more successful if handled in this context.

4

The Role of Sustainable Consumption and Green Marketing in Consumers’ Purchase Decisions in the SMART Era

89%

Siuda D.

Problemy Zarządzania

|

2022

|

tom 20

|

nr 2(96)

215-235

PL

Cel: wraz z rosnącymi obawami o środowisko pojawiła się potrzeba uczynienia konsumpcji bardziej przyjazną dla natury. Świadomość niebezpieczeństwa związanego z nadmiernym konsumpcjonizmem skłoniła część społeczeństwa do bardziej zrównoważonych wyborów. Głównym celem prezentowanego badania była ocena wpływu obecności czynników proekologicznych w marketingu mix na decyzje zakupowe młodych konsumentów. Metodologia: zbadano chęć zakupu produktu „ekologicznego” w przypadku, gdy jest w tej samej cenie lub droższy od porównywalnych produktów. W badaniu wykorzystano metodę pośredniego komunikowania się z respondentami za pomocą ankiety internetowej, przeprowadzonej w grupach wiekowych 18–24 i 25–34 lata. Wyniki: wyniki wskazują, że czynniki proekologiczne odgrywają ważną rolę w podejmowaniu decyzji zakupowych młodych konsumentów. Jednak, pomimo obaw o środowisko, dla wielu kluczowym czynnikiem jest wciąż cena. Ograniczenia/implikacje badawcze: badanie zostało przeprowadzone na grupie młodych konsumentów, zatem na następnym etapie podobny kwestionariusz ankiety mógłby zostać wypełniony przez respondentów ze starszych grup wiekowych, aby uzyskać bardziej kompletne wyniki dla polskiego rynku. Oryginalność/wartość: wyniki potwierdzają znaczenie elementu „eko” w marketingu na polskim rynku. Ustalenia dotyczące zachowań zakupowych polskich konsumentów mogą być wskazówką dla firm działających w kraju.

EN

Purpose: Along with the growing environmental concerns, the need to make the consumption more eco-friendly has emerged. The awareness of the danger related to excessive consumerism pushed some part of the society towards more sustainable choices. The main goal of this study was to evaluate the impact of pro-ecological factors in the marketing mix on the young consumers’ purchase decisions. Design/methodology/approach: The research investigated the willingness to purchase a product described as “ecological” in a situation when its price is the same or higher (price premium) when compared to the price of other products. The quantitative research in the form of indirect data collection with the use of online survey has been carried out in the age groups of 18–24 and 25–34. Findings: The results indicate that pro-environmental factors play an important role for those consumers in their purchase decisions. However, despite the ecological concerns, price is still a crucial factor for many. Research limitations/implications: The research has been carried out in the group of young consumers; therefore, a similar questionnaire could be distributed among respondents from older age groups to gather a more extensive view of the market. Originality/value: The results confirm the importance of the “eco” factor in marketing on the Polish market. The findings regarding the purchase behaviours of Polish consumers might serve as a guidance for companies operating on the market.

5

Consumersʼ Perception of Green Marketing as a Source of Competitive Advantage in the Hotel Industry

88%

Margareta N. , Lubica G.

Littera Scripta

|

2018

|

nr 1

102-115

EN

Many companies know that the essence of business success lies in a responsible approach to entrepreneurship. Smart companies therefore not only focus on financial issues and economics, but also on the environmental and social issues related to their business activities. Green marketing is a modern tool with which to adopt current environmental trends across a broad spectrum of business activities, including those of the hotel industry, and is increasingly being perceived as providing a competitive advantage. The aim of this article is to find out consumersʼ perceptions of green marketing as a source of competitive advantage in the hotel industry. It includes a literature review of both domestic and foreign sources on the issue of green marketing and its usage within the hotel industry. The main part of the article is an analysis of the principles that underly the use of green marketing in the hotel industry, which is based on the results of a questionnaire survey conducted among Slovak consumers. On the basis of the analysis, proposals are put forward for the effective implementation of these principles in the hotel industry.

6

On tradition, criticism, and green marketing

88%

Bengtson E. , Mossberg O.

|

nr 1

155-162

EN

Reviewer Frederik Appel Olsen takes issue with the approach we present in The Virtues of Green Marketing: A Constructive Take on Corporate Rhetoric (Palgrave Macmillan). In this response, we point out three aspects where Appel Olsen paints a misleading picture of our book. They concern a) the role of history in contemporary thinking, b) the role of Aristotle in our argumentation, and c) the legitimate place of rhetorical criticism. Thus, our response treats fundamental questions for the field of rhetoric.

7

Wpływ proekologicznego charakteru opakowań na intencje zakupowe i wizerunek marki

88%

Siuda D.

Marketing i Rynek

|

2023

|

nr 3

22-32

PL

W związku z rosnącą świadomością konsumentów dotyczącą zagrożeń związanych ze stanem środowiska naturalnego zaczęto szukać opcji działania zmniejszających negatywny wpływ na planetę, a firmy musiały zrewidować swoją ofertę i nauczyć się skutecznie komunikować proekologiczne cechy swoich marek. Jednym ze sposobów takiej komunikacji jest zawarcie odpowiednich informacji bezpośrednio na opakowaniu, co przynosi efekty zwłaszcza w przypadku osobistych zakupów w sklepie. Głównym celem tego artykułu jest próba oceny wpływu elementów proekologicznych prezentowanych na opakowaniach produktów na intencje zakupowe konsumentów oraz wizerunek marki. Aby zrealizować owe założenia, wykonano badanie empiryczne w technice eksperymentu, polegające na prezentacji uczestnikom fizycznych prototypów opakowań i eksploracji ich preferencji zakupowych. Wykorzystano prototypy opakowań reprezentujące pięć różnych rodzajów produktów – część z nich charakteryzowały cechy proekologiczne, podczas gdy pozostałe takich cech nie posiadały. Wyniki potwierdzają pozytywny wpływ czynników proekologicznych umieszczonych na opakowaniach na intencje zakupowe konsumentów, a także na wizerunek marki (marki ekologiczne postrzegano jako wysokojakościowe i ciekawe). W czterech z pięciu analizowanych kategorii produktowych najwięcej respondentów zdecydowałoby się na zakup marki zawierającej elementy prośrodowiskowe. Wyniki badań wskazują na potencjalne korzyści dla właścicieli marek, płynące z umieszczenia proekologicznych treści na opakowaniach, mogące stanowić źródło przewagi konkurencyjne.

8

The Impact of the Digital Economy on the High-Quality Development of Green Marketing in China's Manufacturing Industry: Applications of the Spatial Durbin Model

88%

Li J. , Shen Y. , Sun L. , Sun T.

Rocznik Ochrona Środowiska

|

2024

|

tom Tom 26

449--464

EN

The digital economy provides China's manufacturing industry with a pathway to establish new national competitive advantages and is an essential driving force for the high-quality advancement of green marketing. Utilizing data from 30 Chinese provinces from 2013 to 2022, this study employs the spatial Durbin model to investigate the spatial relationship between the digital economy and the advancement of green marketing at a high quality. The findings indicate that the growth of the digital economy significantly fosters high-quality development in green marketing and exhibits positive spatial spillover effects on neighboring regions. The Application of spatial Durbin regression to multi-province areas has revealed that the more economically developed the region, significantly influences of the digital economy on the high-quality development of green marketing, with a local siphoning phenomenon currently visible in the eastern region. The western region exhibits a spatially positive spillover effect from the high-quality development of green marketing in other regions. Furthermore, developing the digital economy in neighboring regions significantly enhances the high-quality development of green marketing in this region. The findings remain stable when evaluated using the alternative variables method and the control fixed effects approach.

9

Ecological Imperative Of Modern Marketing In The Context Of Digital Society

88%

Mazurenko V. , Krykun V.

MIND Journal

|

2021

|

nr 11

EN

The article examines the theoretical and methodological substantiation of the environmental imperative formation and its impact on the marketing concept transformation in the context of business globalization of the digital society. The periodization of the main trends and stages of the societal marketing of interaction is shown, the modern tendency of a mass shift in marketing towards the greening of business and the ecological positioning of goods and services, the development of environmentally oriented consumers segment in the context of social responsibility of business formation is emphasized. The essential characteristics of environmental marketing are revealed, approaches to its classification, based on the goals of the tasks of economic entities, are structured, which makes it possible to fully reveal the essence of the environmental imperative of modern societal marketing of interaction. Environmental marketing tools, which are aimed at creating competitive advantages, as well as promoting environmental initiatives were specified and structured.

10

Istota marketingu ekologicznego w warunkach zrównoważonego rozwoju

75%

Wilk I.

|

2018

|

tom z. 118

637--645

EN

Sustainable development as one of the top megatrends in the modern world significantly determines the marketing activity of enterprises. Increasing concern for the environment and climate change makes companies face the challenge of integrating environmental issues into their business activities. Marketing activities of enterprises supporting the implementation of sustainable development idea in terms of environmental protection should be carried out within all marketing tools used by the enterprise. The aim of this article is to present the essence of green marketing as a concept of marketing activities of the company that foster the implementation of the idea of sustainable development.

PL

Zrównoważony rozwój jako jeden z wiodących megatrendów we współ-czesnym świecie w znaczący sposób determinuje rynkową aktywność przedsiębiorstw. Wzrastająca troska o stan środowiska naturalnego i zmiany klimatu sprawiają, że przedsię-biorstwa stają przed wyzwaniem związanym z włączeniem problematyki środowiskowej do swoich działań biznesowych. Marketingowa aktywność przedsiębiorstw realizowana zgodnie z ideą zrównoważonego rozwoju w aspekcie ochrony środowiska powinna być prowadzona w obszarze wszystkich narzędzi marketingowych wykorzystywanych przez przedsiębiorstwo. Celem artykułu jest przedstawienie istoty marketingu ekologicznego jako koncepcji działań marketingowych przedsiębiorstwa sprzyjających realizacji idei zrównoważonego rozwoju.

11

Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

75%

Chockalingam S. N. , Isreal D. J.

Management & Marketing

|

2016

|

tom 11

|

nr 1

355-370

EN

The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.

12

On the 4Ps & 4Cs of Green Logistics Marketing Mix

75%

Ozturkoglu Y.

Logistics and Transport

|

2016

|

tom Vol. 29, No. 1

5--18

EN

The world is getting more polluted each day. Fortunately, consumers are now more aware and concerned about environmental issues. Customers are expecting the same sensitivity to the environment in both marketing and production strategies of companies. The main aim of this paper is to develop a framework for understanding the integration of green marketing concept with the marketing mix both in the form of 4Ps (price, place, promotion, product) and 4Cs (communication, costs, convenience, customer). This paper will deal with the environmentaly friendly measures to be taken by marketing organizations. In addition to the green marketing sub-mix, some important strategies, including green logistics and reverse logistics topics, are handled extensively with the aim of completing the framework of the green marketing.

13

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

63%

Szwajca D.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2022

|

tom 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.

14

Komunikacja społeczna na rzecz redukcji konsumpcji energii

63%

Syrkiewicz-Świtała M. , Szkutnik J.

Rynek Energii

|

2010

|

tom 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.

15

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

63%

Koszembar-Wiklik M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2022

|

tom 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.

16

Priority target groups for environmental marketing of cities in Poland

63%

Koszembar-Wiklik M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2023

|

tom 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.

17

Ślad węglowy organizacji - praktyczny przewodnik dla przedsiębiorcy

63%

Śliwińska A.

Marketing i Rynek

|

2022

|

nr 11

13-22

EN

The term 'carbon footprint' appears in the surrounding reality more and more often. We encounter it as consumers when making consumer choices and as members of the various communities who are responsible for the environment and the planet. This term also appears in organizations and enterprises, e.g. as an element of marketing and PR strategies or requirements in announced tenders. It is an green marketing tool of increasing importance. During contacts with industry representatives, it was found that many Polish entrepreneurs are confused what are the benefits of calculating the carbon footprint, and how it can be calculated. There is a need for a summary of information that will help to organize the topic from the point of view of an entrepreneur who is not specialized in life cycle assessment or climate change. The article, using a systematic approach, introduces the concept of the carbon footprint, the possibilities of its application, the methodology of its calculation and examples of activities enabling its reduction. Thus, it aims to make it easier for entrepreneurs to consider the feasibility and advisability of calculating and monitoring the carbon footprint for their organization. Additionally, the paper may contribute to the popularization of the carbon footprint application among Polish entrepreneurs, as well as to greater care for the environment and climate.

PL

Termin „ślad węglowy” pojawia się w otaczającej nas rzeczywistości coraz częściej. Napotykamy go jako konsumenci podczas dokonywania wyborów konsumenckich oraz jako członkowie różnych społeczności, odpowiedzialni za środowisko i planetę. Termin ten jest również coraz częściej wykorzystywany przez organizacje i przedsiębiorstwa, np. jako element strategii marketingowych, PR-owych lub wymagań w ogłaszanych przetargach. Jest to narzędzie marketingu ekologicznego o rosnącym z roku na rok znaczeniu. Podczas kontaktów z przedstawicielami przemysłu stwierdzono, że wielu przedsiębiorców nie ma jasności co do tego, jakie są korzyści związane z obliczaniem śladu węglowego oraz w jaki sposób może on być obliczany. Istnieje potrzeba zbiorczego zestawienia informacji, które pomogą uporządkować tę tematykę z punktu widzenia przedsiębiorcy, który nie specjalizuje się w ocenie cyklu życia ani ocenie zmian klimatycznych. Artykuł, wykorzystując systematyczne podejście do tematu, przybliża pojęcie śladu węglowego, możliwości jego zastosowania, metodykę jego obliczania i prezentuje przykłady działań umożliwiających jego obniżanie. Ma zatem na celu ułatwienie przedsiębiorcom rozważenia możliwości i celowości obliczania i monitorowania śladu węglowego ich organizacji. Dzięki temu artykuł może się również przyczynić do popularyzacji wykorzystania śladu węglowego wśród polskich przedsiębiorców, a także do większej troski o środowisko i klimat.

18

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

63%

Bierzyńska-Sudoł M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2023

|

tom 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.

19

A path towards a greener future: fostering green supply chain, green marketing, and environmental sustainability

63%

Khan M. R. , Khan N. R. K. , Tufail M. M. B. , Ali L.

LogForum

|

2023

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tom Vol. 19, no. 1

1--14

EN

Background: This study contributes to the green supply chain while examining the role of institutional pressure and green marketing to achieve environmental sustainability. Methods: Data from 256 manufacturing firms in Pakistan was analyzed through a quantitative dyadic data analysis using Structural Equation Modeling by incorporating quota sampling. Results: The finding revealed that institutional pressures are significantly associated with the green supply chain. The results indicated that green marketing acts as a significant moderator between the green supply chain and customer green purchase intention. Finally, green supply chain practices are significantly associated with environmental sustainability. Conclusions: This is a novel study that contributed to a green supply chain that integrates all dimensions of the green supply chain in one hybrid model. This study has contributed solid theoretical insights by integrating the theory of planned behavior and institutional theory.

20

Promotion of environmental actions and attitudes in Polish cities

63%

Koszembar-Wiklik M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

tom 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.