MICA CREM

Greetings from “The Scholar Box” Proceeding further on the sustainability path, let’s talk about — “Analyzing the Influence of Green Marketing Communication in Consumers' Green Purchase Behavior” by Elisabete Correia, Sara Sousa, Clara Viseu, and Manuela Larguinho. The study explores the influence of green marketing communication on the purchasing behavior of consumers, addressing the increasing importance of environmental sustainability in marketing strategies. The study highlights companies' need to effectively convey their green initiatives to consumers and investigates whether this communication impacts their purchasing decisions. An online survey collected 704 responses from individuals aged 18 and older, with 690 valid responses analyzed to understand the relationship between consumer attention to green marketing and their eco-friendly purchasing behavior. The research emphasizes the significance of consumer characteristics, such as gender, education, and green attitudes, in shaping their responses to green marketing messages. It notes that while consumers are increasingly aware of environmental issues, the extent to which they pay attention to companies' green marketing efforts can vary. The study aims to fill a gap in existing literature by providing insights into how these characteristics influence consumer behavior in the context of green marketing. The findings reveal a positive relationship between consumers' attention to green marketing communication and their likelihood of purchasing eco-friendly products, suggesting that effective green marketing can enhance consumer trust and commitment to environmentally responsible brands. In conclusion, the paper underscores the importance of strategic green marketing communication in influencing consumer behavior towards sustainable products. It offers valuable implications for marketers and policymakers, advocating for the development of communication strategies that resonate with environmentally conscious consumers. By understanding the factors that drive consumer attention and purchasing decisions, companies can better align their marketing efforts with the growing demand for sustainable products and practices. The article is available at - https://lnkd.in/dtHyddim #sustainability #internationaljournalofenvironmentalresearchandpublichealth #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from "The Scholar Box" To further understand sustainability, let's examine the article "SUSTAINABLE MARKETING AND SOCIAL MEDIA: A Cross-Country Analysis of Motives for Sustainable Behaviors" by Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim, and Lynn Kahle. The article investigates the intersection of sustainability, marketing, and social media across three countries: the United States, Germany, and South Korea. The authors delineate that while there has been considerable research on sustainability from a general social marketing perspective, there is a need for more focused studies that examine how social media can effectively promote sustainable behaviors. They emphasize the importance of understanding the unique characteristics of social media as a communication medium, which can differ significantly from traditional advertising channels like television and print. The study employs a cross-cultural perspective to analyze consumer commitment to sustainability and the motives that drive sustainable behaviors in different cultural contexts. The authors utilize a conceptual model to assess the relationships between various constructs, such as attitude commitment, internalization, and specific sustainable behaviors like recycling, organic food purchases, and green transportation. The research highlights that cultural differences play a significant role in shaping consumer motivations and behaviors related to sustainability. South Korea exhibits more collectivist tendencies compared to the more individualistic orientations of the United States and Germany. Findings from the study reveal that the motives for participating in sustainable behaviors vary significantly between the countries examined. For instance, while attitude commitment leads to various sustainable actions in the United States and Germany, it is more limited in South Korea. The research indicates that social media serves as a powerful tool for influencing sustainable behaviors, but the effectiveness of these strategies can differ based on cultural contexts. The authors stress the need for marketers to tailor their approaches to align with the specific motivations and behaviors of consumers in each country. In conclusion, the paper underscores the complexity of motives for sustainability on social media and the implications for marketers engaged in green advertising. The authors suggest that understanding these motives is crucial for developing effective marketing strategies that resonate with consumers. The article is available at - https://lnkd.in/dKtNGi-2 #sustainability #journalofadvertising #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from “The Scholar Box” Proceeding further on the sustainability path, let’s talk about — “Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word” by Erik L. Olson. The study examines the phenomenon of advocacy bias in green marketing research. Advocacy bias is the tendency for published articles to overwhelmingly support a particular academic discipline's favored causes and paradigms while lacking critical or skeptical perspectives. The author conducts a content analysis of 107 green marketing articles published between 2009 and 2018 in leading marketing journals. This reveals a significant imbalance where supportive articles vastly outnumber those that challenge or question the prevailing green marketing paradigm. The study's findings indicate that 98% of the analyzed articles lack realism in at least one dimension of their research design. This suggests that many studies are constructed in a way that favors positive outcomes for green marketing rather than accurately reflecting the complexities and challenges associated with sustainability efforts. The research categorizes the articles into various contexts, such as academic literature reviews and sustainable product adoption. It highlights that the most frequently cited contexts often need to address green marketers' real-world difficulties. This lack of critical engagement raises concerns about the validity and applicability of the research findings in practical settings. The author further discusses the potential reasons behind the prevalence of advocacy bias in green marketing literature. He posits that the pressure on researchers to produce favorable results, combined with the biases of journal reviewers who may favor politically correct narratives, contributes to the dominance of pro-green marketing conclusions. The study emphasizes that the absence of skeptical or falsifying research limits the scope of academic discourse and risks undermining the credibility of the marketing discipline as a whole. Without a balanced representation of perspectives, the research may fail to comprehensively understand the challenges and trade-offs inherent in green marketing initiatives. In conclusion, the author calls for a more nuanced and balanced approach to green marketing research, urging scholars and reviewers to assess the positioning and research designs of submitted manuscripts critically. He advocates for greater acknowledgment of the limitations and challenges associated with sustainability rather than solely promoting the benefits of green marketing. The article is available at – https://lnkd.in/dhDK4DrP. #sustainability #journalofmarketingmanagement #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from “The Scholar Box” Moving ahead on the sustainability path, let’s talk about “Green Marketing: A Theoretical Perspective” by William E. Kilbourne. The study explores the complexities of green marketing, highlighting the necessity for a paradigm shift in addressing environmental concerns within the marketing field. Kilbourne contends that conventional marketing strategies frequently neglect the fundamental social and cultural structures that lead to environmental deterioration. A comprehensive understanding that integrates economic, political, and technological components, which are essential to the dominant social paradigm (DSP) that influences our worldview, rather than solely concentrating on technological answers, is a must. In addition, the study examines the constraints of green marketing, indicating that it frequently remains restricted within the DSP, thus impeding its efficacy. Kilbourne asserts that unless marketers adopt a more comprehensive view of sustainability beyond conventional frameworks, minimal advancements will occur in tackling environmental issues. The author further advocates a marketing philosophy that adheres to the tenets of sustainability, integrative thinking, and an acknowledgment of the interdependence of diverse societal facets. The article ultimately urges marketers to reevaluate their methods and aims in response to urgent environmental issues. By transcending the constraints of the DSP and embracing a more cohesive strategy in green marketing, the field may significantly aid in achieving ecological sustainability and fostering a more accountable relationship with our earth. This paper is essential for those interested in the future of marketing and its contribution to a sustainable world. The article is available at - https://lnkd.in/dAvFNaAF #sustainability #journalofmarketingmanagement #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from "The Scholar Box". To further understand sustainability, let's examine the article "Price competition between green and non-green products under corporate social responsible firm" by Shib Sankar Sana. The present article examines the competitive landscape between green and non-green products through the lens of corporate social responsibility (CSR). The study highlights the increasing importance of sustainability in consumer purchasing decisions as more individuals seek to support brands that prioritize environmental stewardship. A key finding of the research is the critical role of government policies in shaping the market for green products. The study emphasizes that subsidies and tax incentives can significantly enhance the competitiveness of environmentally friendly offerings. By providing financial support to green producers, governments can encourage more businesses to adopt sustainable practices, ultimately benefiting both the economy and the environment. This creates a favorable environment for companies willing to invest in green technologies and practices. The study also delves into the complexities of pricing strategies for green versus non-green products. Companies must navigate the challenges of maintaining profitability while adhering to CSR principles. The research suggests that effective pricing strategies, combined with strong CSR initiatives, can help businesses capture market share in the growing demand for sustainable products. This balance is essential for firms looking to thrive in an increasingly eco-conscious marketplace. Ultimately, the findings underscore the importance of integrating CSR into supply chain management as a means to achieve long-term success. By prioritizing sustainability and aligning business goals with societal needs, companies can not only enhance their brand reputation but also contribute to a more sustainable future. As the demand for green products continues to rise, businesses that embrace these principles will be well-positioned to lead in the evolving market landscape. The article is available at - https://lnkd.in/dkhthPEr #sustainability #journalofretailingandconsumerservices #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from "The Scholar Box". To further understand sustainability, let's examine the article “Sustainability marketing: The need for a realistic whole systems approach” Many of the research findings outlined by Nicola J. R. Thomas make it clear that marketers require an integrated and systematic approach to the concept of sustainable marketing. The argument is that conventional practices often fail to adequately address many sustainability issues because of the system’s complexity and interdependence. However, the author also points out that sustainability marketing means calling people’s attention to the existing system problems that influence purchasing behavior, decision-making strategies of companies, and outcomes for the environment. Thus, marketers can use a holistic systems approach to manage identified activities to more successfully navigate the interconnections between various stakeholders. Furthermore, the article under consideration describes the state of sustainable marketing research as rather fragmented, primarily being conducted without a unifying theoretical framework. Thus, this paper coincides with the application of critical realism as a meta-theoretical approach to fill and solve these gaps. Critical realism application allows scholars to go deeper into examining the essential features and conditions defining social objects which in turn enhances the understanding of the operational mechanisms of sustainable marketing in terms of broader socio-economic environment. This methodology encourages scholars to factor both the historical and contextual factors that shape the consumers as well as the strategic marketplace positioning of the companies and consequently leads to the enhancement of the marketing efficiency. The study also explores the role of consumer behaviour in sustainability marketing stressing the need to understand psychological and social drivers that enable green consumer behavior. The text also discusses several researches that address tendency of consumers to have sustainable considerations but fail to translate that into correct practice. Marketers need to understand that motivation is complex in consumers and so are barriers to sustainable choices. Last, the study also presents the change in sustainable marketing research and practice in terms of conceptual and methodological advancement. Specifically, marketers might address difficulties better with the help of critical realism and the systems approach that encompasses sustainability issues. This paper calls for academicians and practitioners to reflect on their methods and work more inter-disciplinary for substantial change. The article is available at - https://lnkd.in/dxTgFf3h #sustainability #journalofmarketingmanagement #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from "The Scholar Box". To further understand sustainability, let's examine the article “Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands” The study by Hyun Min Kong, Alexander Witmaier, and Eunju Ko examines the influence of sustainability communication on consumer attitudes and behaviors within the fashion sector, specifically emphasizing both luxury and non-luxury businesses. This observation underscores the escalating significance of sustainability in consumer decision-making, specifically within fashion, wherein environmental and ethical considerations actively shape purchase preferences. This study aims to gain insight into how customers from diverse cultural backgrounds, notably German and South Korean consumers, react to sustainability messages and the subsequent impact on their electronic word-of-mouth (eWOM) behavior and purchase intentions. The research methodology is structured using two distinct studies. In the initial study, individuals from Germany were subjected to advertisements from luxury and non-luxury firms, focusing on promoting sustainability. The findings demonstrated that non-luxury firms saw substantial advantages from sharing sustainability messages, resulting in more positive brand perceptions and increased purchase intentions. On the other hand, luxury brands did not observe a comparable favorable effect, indicating that their well-established brand reputation may not be congruent with sustainability assertions, perhaps resulting in consumer scrutiny. The subsequent study conducted in South Korea successfully duplicated the conceptual model, hence uncovering comparable patterns. However, the study also revealed that the perception of sustainability had a limited impact on brand ratings. Significantly, the research showed that luxury brands face the potential to diminish their brand attitudes when promoting economic sustainability. This finding suggests the existence of a cultural underpinning in the perception of luxury brands in connection to their sustainability initiatives. This implies that premium firms may have to strategically manage their sustainability communication to prevent estranging their customer demographic. In conclusion, this article underscores the importance of sustainability communication in influencing customer behavior within the fashion business. This proposition posits that non-luxury firms have the potential to utilize sustainability messaging as a means to augment brand perception and stimulate purchase intentions. Conversely, luxury brands must exercise caution to preserve their brand equity. The article is available at - https://lnkd.in/dgT_-Fgr #sustainability #journalofbusinessresearch #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from “The Scholar Box” Proceeding further on the sustainability path, let’s talk about — “Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context” The study conducted by Gelderman et al. examines the effects of green marketing tactics on customer satisfaction and loyalty in the business-to-business (B2B) sector, focusing on professional buyers in the cleaning industry. The study examines the impact of different aspects of green marketing, such as corporate image, product quality, pricing, and salesperson expertise, on the purchasing choices of professional buyers responsible for promoting environmental sustainability. The study centers around a cohort of 148 skilled buyers from the cleaning sector in the Netherlands. The writers utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine survey data obtained from these purchasers. The study's key findings indicate that salespeople's knowledge has the greatest influence on the pleasure and loyalty of environmentally conscious customers. Customers are more inclined to experience satisfaction and loyalty towards suppliers who profoundly comprehend environmentally friendly products and their advantages. In addition, a favorable environmentally-friendly business image and excellent product quality significantly enhance consumer satisfaction, but product pricing has a relatively smaller impact. These observations emphasize the significance of well-informed sales staff in cultivating trust and loyalty among professional purchasers. The study also examines the consequences of these findings for professionals and decision-makers. Companies are urged to create and execute efficient green marketing strategies that demonstrate their dedication to sustainability rather than simply adhering to rules. Suppliers can promote sustainable practices in the B2B sector by improving their green marketing strategies and encouraging professional buyers to make recurrent purchases of environmentally friendly items. To summarize, the study emphasizes the crucial significance of green marketing in influencing customer relationships and promoting environmentally conscious purchasing behavior among professional buyers. The study encourages the adoption of a holistic strategy for green marketing that takes into account the viewpoints of both purchasers and providers. The authors advocate for future study to investigate other elements that impact green customer happiness and loyalty. They also emphasize the need to validate novel concepts, such as the salesperson's level of experience in green practices. The article is available at - https://lnkd.in/ev5wqP5N #sustainability #businessstrategyandtheenvironment #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from “The Scholar Box” Proceeding further on the sustainability path, let’s discuss the paper titled "Perceived Greenwashing: A Study on Consumer Skepticism and Green Marketing," by Szerena Szabo and Jane Webster explores the occurrence of greenwashing, which refers to the practice of firms overemphasizing or making false assertions about their environmental advantages in order to attract environmentally conscientious consumers. The research seeks to comprehend the impact of perceived greenwashing on consumer trust, buying intentions, and overall satisfaction with brands. The survey reveals that consumers are becoming more skeptical of green marketing promises due to the widespread practice of greenwashing. This skepticism can result in a lack of trust and decreased intent to make purchases, making it crucial for organizations to acknowledge and resolve these issues. The study highlights the need to employ efficient communication tactics. Organizations are advised to embrace transparent communication approaches, such as acquiring third-party certifications, leveraging narratives, and utilizing images to explain their sustainability endeavors effectively. Implementing these tactics can reduce consumer doubt and increase confidence in the business. The study also addresses the crucial question of authenticity. The study revealed that organizations must authentically adopt sustainable practices instead of merely promoting themselves as "green." The importance of authenticity in environmental claims cannot be overstated as it is essential for establishing consumer trust and fostering loyalty. Moreover, the study emphasizes the importance of customer values. Although environmental ideals are important, factors like product quality, health, and cost significantly impact consumer decisions. Companies must carefully manage and harmonize these components in their marketing strategy to attract and engage their target audience. The study employed a qualitative research approach, utilizing semi-structured interviews with representatives from green companies and consultants to obtain insights on their experiences and perceptions surrounding green marketing and consumer responses. Ultimately, the study suggests that firms embrace ethical green marketing methods. The statement underscores the significance of directly confronting greenwashing to cultivate a better-informed consumer population and advance sustainability. In general, the research emphasizes the persistent problem of greenwashing in the marketplace and the necessity for enterprises to participate in authentic sustainability initiatives to establish customer trust and receive support. The article is available at - https://lnkd.in/dW8gfESk #sustainability #journalofbusinessethics #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas

Greetings from “The Scholar Box” Proceeding further on the sustainability path, let’s discuss the paper titled "Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential" authored by Xavier Font and Scott McCabe. The article comprehensively examines the relationship between sustainability and marketing in the tourism industry. It focuses on sustainable marketing and the factors that firms face when trying to alter customer behavior and achieve sustainability objectives. These factors include motives, methods, and challenges. The study primarily focuses on the contextual obstacles that influence the effectiveness of sustainability programs in the tourism industry. The authors emphasize that a limited comprehension of corporate culture can result in the inefficient execution of pro-sustainability choices. Insufficient pro-environmental infrastructure in heritage assets can impede implementing sustainability goals into practical actions. It highlights the necessity for additional research to comprehend the circumstances under which favorable results are attained in various settings, indicating that a universal strategy may not be efficacious. The study also places significant emphasis on consumer behavior. The data presented demonstrates the intricate nature of consumer views towards sustainability in the tourism industry. The authors observe that too moralistic sustainability messaging can alienate consumers, suggesting that marketing techniques should be meticulously designed to align with consumer incentives without compromising their core objectives. Understanding consumer behavior is crucial for creating impactful marketing strategies advocating sustainable tourism practices. The article also explores novel solutions in the tourism sector to tackle sustainability issues. The authors emphasize the significance of comprehending how to encourage consumers to make more sustainable choices due to the increasing demand for sustainable tourist products that can be effectively promoted. This entails advocating for sustainable products and enlightening consumers about sustainable tourism's advantages and the impact their choices may have. To summarize, although there are considerable obstacles to achieving sustainability in tourism, many inventive strategies and studies steer the industry toward adopting more sustainable practices. Incorporating impactful marketing techniques that align with consumer motivations to promote sustainable tourism and tackle urgent environmental concerns is crucial. The article is available at - https://lnkd.in/dYbwKJA7 #sustainability #journalofsustainabletourism #industryresearch #marketing #academicresearchcentre #thescholarbox #CREM MICA | The School of Ideas