Green Marketing and the Commercialization of Healthy Food: Case Study of a Company Dedicated to the Production and Sale of Organic Products, Peru

The pandemic caused by COVID-19 has left its mark on humanity as a whole. Consumers have reflected on their lifestyles, which has led them to prioritize health, well-being, and care for the environment by deciding to buy healthier products. Green Marketing is a strategy for the organizations that commercialize healthy or ecological products. This study seeks to determine the relationship between green marketing, its dimensions, and the commercialization of companies. The research is descriptive, cross-sectional, and correlational;a questionnaire consisting of 25 questions was applied to 133 consumers of a company dedicated to the production and sale of organic products in the city of Cajamarca, Peru. The results obtained show the existence of a direct and significant relationship between green marketing and the commercialization of healthy food (0.649). The findings of this study are important for companies in the sector since they conclude that consumers of healthy products in the food industry value a brand based on the green marketing tactics they perceive. Green marketing represents an opportunity for companies that want to successfully commercialize their products. Copyright © 2022. Miranda-Guerra María del Pilar, Bardales Aste Antonella, Paredes Arbildo Fiorella Lisbeth and Esparza Huamanchumo Rosse Marie.

Being "green” to trust and continue in a global pandemic

PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

Green Marketing Mix Strategy and Fast-Moving Consumer Goods Purchase Behaviour During COVID-19 Pandemic: Experiences from Malaysia

The preservation of a sustainable environment has become a global movement to fight pollution and degradation of environment. Green marketers should perform continuous analysis, which is necessary in sustainable consumption pattern and green purchasing options to promote and maintain their competitive advantage. However, the relevance of green marketing mix strategy on fast-moving consumer goods purchase has yet to be further understood during COVID-19 pandemic. Thus, the objective of the study is to examine the relationship between green marketing mix, satisfaction, word-of-mouth, consumer attitudes, and green purchase behaviour of fast-moving consumer goods (FMCG). An online survey was done on 198 samples amongst students located in a public university during the COVID-19 pandemic. The results showed that price and satisfaction are significantly related to green purchase behaviour. This implies that managers should seek to sell green FMCG goods at the reasonable price while preserving consumers' satisfaction so as to encourage consumers to purchase green FMCG goods. Future research may employ the model in other settings or comparing the findings in post-COVID situations. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Should Green Products Be Advertised as Green? Exploring the Factors That Affect Ad Credibility

The COVID-19 pandemic has marked key milestones including a transition to sustainable consumption. Eco-brands could exploit this conjuncture to advertise their products while pondering how green ad claims are judged as misleading, unsubstantiated, and opportunistic, but also useful and efficient. This study revises the notion that green consumers distrust green advertising by analyzing how green consumerism, conceptualized as a hierarchical construct, moderates the effect of three factors on the credibility of green advertising. An experiment involving the ad claim, product type, and familiarity with the eco-brand was performed in the context of an emerging economy. The statistical analyses show complex interrelationships between the experimental factors and cross effects between factors and the dimensions of green consumerism. Results indicate that eco-brand familiarity increases green ad credibility for products that were designed and launched as green (e.g., hybrid cars and tissue paper) while the type of ad claim (environmental vs. self-benefit) has no significant effect if the product is recognized as green. Results also indicate that of the three dimensions comprising green consumerism, only green purchasing has a direct negative effect on ad credibility. This effect is stronger for low-cost goods whose environmental benefits against regular products are easier to confirm. [ FROM AUTHOR] Copyright of Journal of Promotion Management is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

Scarabaeus Sacer: an iconic green brand advocating sustainability in the era of digital economy and connectivity

Learning outcomes: Learning outcomes can only be achieved through using case-based pedagogy. Instructors must encourage students to dive deeply into the case dilemma, so they are able to engage with the case objectives and questions, applying the appropriate theory. By doing so, students can provide solutions based on five core objectives. These are the objectives that students should learn after completing the case discussion: ■ Critique the marketing activities for implications of global branding. ■ Understand the turnaround strategies in the context of the digital economy and COVID-19 crisis to build a global brand and drive B2C customers from awareness and advocacy. ■ Suggest a map of traditional and digital marketing strategies to enhance the company's efficiency and effectiveness. ■ Discuss the three main sources of influence marketers can implement to drive customers from awareness to advocacy across the customers' path. ■ Discuss the application of the UN 17 SDGs practices in today's fashion industry. Case overview/synopsis: In 2018, Ali El Nawawi and Mai Kassem decided to start up the Scarabaeus Sacer brand to take their passion for social and human development and create ethical fashion streetwear. Scarabaeus Sacer was an Egyptian brand that sold 100% organic Egyptian cotton fashionable streetwear, and the core mission of the fledgling company was "promoting Egyptian organic cotton textiles with a premium quality globally” (Al Nawawi, 2021). While Scarabaeus was mainly guided by the well-being, sustainability, and mental health goals of the UN Sustainable Development Goals (SDGs) numbers 3, 8, 11 and 12 (good health and well-being;decent work and economic growth;sustainable cities and communities;and responsible consumption and production), their position as an advocacy brand was only beginning to be understood by their customers in Egypt. With the rapid increase of e-commerce during the COVID-19 crisis and their previous international experience, the co-founders wanted to achieve their mission of building a global brand that promotes Egyptian organic cotton and sustainability while offering unique designs of fashionable streetwear. To achieve this mission, the co-founders El Nawawi and Kassem faced major decisions related to marketing strategies at the beginning of 2020. These included how to build global brand awareness and brand advocacy for well-being, sustainability and mental health with a special focus on penetrating new markets (namely, Europe and the USA) to stock their products on e-commerce platforms and advocating their cause and increase their sales. Complexity academic level: This case is suitable for graduate-level marketing courses in which it allows students to engage with classical marketing strategies, digital marketing, global branding, communication, media and sales within a management framework. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 3: Entrepreneurship. © 2022, Emerald Publishing Limited.

Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach

This study aims to develop a framework that enables green marketing practices to regulate the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the Marketing 4.0 period and to prioritize green furniture brands. The first stage was the literature review and decision-making group;it included GFBPC and the selection of three green furniture brands with the highest market value in Turkey. We then applied AHP to determine and prioritize benchmark weights, and TOPSIS to rank the performances of selected brands by GFBPC. We performed SA to test the accuracy of the findings. The results revealed that the Co-creation of Value and Pricing criteria have the highest value, and “Brand Y” is the best. Among the evaluation contributions of the study are a new understanding of green furniture performance criteria, and an integrated framework for new application methods for green marketing. With the Marketing 4.0 period, it is among the first of its kind to offer sustainable solutions to evaluate green marketing practices and increase the performance of green furniture brands in this regard. The results can help furniture industry stakeholders understand ways to compete in the green market and sustainable development.

Supply Chain Sustainability: A Must Have for Today's Competitive Business Environment

As the competitive landscape of today 's retail business environment continues to change, and particularly with advancements in technology, both consumers and shareholders have increased access to information on the companies with which they choose to do business. With this additional information, many consumers and shareholders are now placing added importance on "Corporate Sustainability" when making their purchase or investment decisions. Fortunately, many companies have already embraced the concept, or are at least starting the journey of incorporating sustainability practices as a core part of their business operations and/or supply chain strategy. Only time will tell what the future business environment will look like, but it is becoming increasingly apparent that a focus on sustainability will continue to grow and contribute to future business success. This paper discusses the origins of sustainability, the standards, the importance of adopting sustainability practices, and challenges observed from the COVID-19 pandemic.

Perceived Greenwashing and Sustainable Business Strategies: Understanding Organizational Roles in Addressing Environmental Issues

In their efforts to stay ahead of rivals, companies are trying to create sustainable competitive advantages in terms of building climate action leadership, protecting biodiversity, and shepherding sustainability. In general, this may involve actions like pretending to be a green company to boost the social image or using cheap and substandard raw materials to lower costs and increase profits. Some of these actionable methods are very radical, with some real potential to influence climate change in a negative way. Therefore, governments and organizations need to step up to stop the negative and harmful environmental issues and push for a better climate and healthier earth. The current study focuses on the effects and roles of organizations, corporations and governments in the circularization of the global economy and circular business models. The study suggests that without mutual cooperation, it will not be possible to achieve sustainable development goals and, therefore, perceived greenwashing will continue to a large extent. Hence, businesses worldwide should firmly and logically watch all their sustainable business strategies.

Green Marketing – a New Norm: a Qualitative Evidence of Green Marketing Challenges and Future Perspectives in High-Low Context Communication Cultures

This study aimed to explore current challenges and future perspectives of green marketing. The re-searchers interviewed nine marketing managers from arts, energy, hospitality, telecommunications, digital printing, cosmetics, and windows & doors enterprises in Lithuania, which belongs to high-context communication culture, and Norway, which is a low-context culture. The interviewed marketing professionals who represented organizations with an environmentally conscientious cultural value identified many green marketing challenges, such as greenwashing, great resource demand, COVID-19, lack of society and employee awareness, insufficient or malfunctioning government support, shortage of ideas, and lack of supply. The findings indicated that the challenges of green marketing vary across industries and enterprises that differ in the number of employees. The study also found that increasing society’s awareness, promoting inspiring cases, recycling incentives, digitalization, and packaging innovations could be valuable inspirations to overcome these challenges. The research findings will be helpful for academics and marketing managers interested in understanding, implementing, and developing green marketing solutions for achieving business sustainability in high-and low-context communication cul-tures. © 2022, Logos Verlag Berlin GmbH. All rights reserved.

A Descriptive Study On Green Marketing Strategy Implementation In Various Companies

Throughout the world economic activities are forced to go for natural and environmental resources for there growth. Evidence proves that global warming is increasing rapidly due to various human activities. Global warming has damaged human life in very negative way like starting from air we breathe till the food we eat. Green marketing has become biggest challenge as well as an opportunity for many companies. There are various terms which are becoming popular like green technology, green strategy, green marketing and so on. The following paper is a descriptive study of secondary data about various companies which have adopted for green or eco friendly products. These paper lay emphases on how companies have adopted green marketing what are the challenges faced by them in implementation of it. The study will give brief idea about how green technology has become one of the important part for modern sustainability for Indian companies.

The Impact of the “Green Transition” in the Field of Food Packaging on the Behavior of Romanian Consumers

Sustainability has become one of the constant concerns of active participants in the food chain: producers, traders, consumers, and regulators. The paper aims to identify consumers' perceptions of the use of sustainable food packaging, in an exploratory survey of a sample of 280 respondents, knowing the importance of recycling to create a healthy and sustainable environment. The relevance of the research derives from the need to know the behavior of consumers in a certain geographical area, with regard to the aspects related to the recycling and sustainability of packaging. This is a component of green marketing that involves the management of activities related to the reconsideration of products and production processes, as well as the use of eco-sustainable packaging. The validation of the research hypotheses was done with methods of non-parametric analysis of the interdependencies between the identified variables, the results obtained highlighting the need to study this issue on a representative sample, using a more complex questionnaire. 81% of the study respondents identified as the main benefit for the use of sustainable packaging the possibility of living in a less polluted environment, an essential component of the development of ecological and sustainable food systems, being identified in the ability of producers and traders to communicate the placement on the market of sustainable packaging for marketed products.

Food Chains Transformation in the Context of EU Green Deal Strategy

[...]side effects may be related to the adverse impact on climate change, carbon footprint, biodiversity, etc. The difficulty of transforming food chains also comes from the need to reconcile social objectives (food quality, their availability for the whole population, demographic evolution, etc.) with economic ones (selling price, company profit, competition, etc.). Concerns about healthy nutrition and the reduction of food waste, on which the Green Deal is based, can also be highlighted through the analysis of scientific output that has addressed these issues. [...]the paper "Bibliometric analysis of the Green Deal policies in the food chain " conducted research of this type of papers published between 2000 and 2021.

Causes of Consumer Materialistic and Green Value Conflict: A Systematic Literature Review

In societies where considerable sectors of the population are materialistic consumers, there is a noticeable phenomenon of the conflict between the consumers’ materialistic and green values. The unsustainable consumption behavior of consumers is still a major issue in consumer behavior and environmental science. The topic of value conflict has caused great interest among psychology researchers. However, the research investigating the causes of the consumers’ materialistic and green value conflict is sparse. Therefore, the aim of this semi-systematic literature study (n = 25) is to identify the causes of the materialistic and green value conflict from the perspective of consumer behavior. Content analysis reveals seven possible causes which may influence the green and materialistic value conflict: dissonant information, environmental beliefs, environmental concern, impulsive buying, consumer confusion, anti-consumption, and decision evaluation. The analysis shows a probable relation between environmental beliefs and environmental concern, as well as a relationship between environmental beliefs and anti-consumption. The current research yields insights into the phenomenon of consumers’ materialistic and green value conflict, with attention being paid to the under-researched causes of the conflict. In the light of materialistic inclinations and sustainable consumption, new forms of sustainability campaigns, such as showing the benefits of anti-consumption and simpler lifestyles for materialistic consumers, are presented for marketers and policymakers.

Restructuring the Green Consumerism Through e-commerce Portals: A Behavioural Congruence During Post-Covid-19

A worldwide changes in environment, contamination and global warming are a portion of the issues that have become an undeniably concerning issue universally. Natural disintegration has prompted organizations changing the manner by which they direct themselves, prompting the development of green marketing. But, the situation of COVID-19 has translated consumer behaviour in new direction. But, the major question arises whether the green purchasing behaviour can withstand the test of time triggered by pandemic. This article has deeply investigated whether the consumers will buy the products promoted through Green Marketing and available at online portals. This empirical research will explore the consumer buying behaviour at the convergence of the green consumerism and the online shopping portals. The factors which are manifested have been explored through EFA;they are: (a) quality and attributes of the product, (b) reasonable price of the Eco-labelled product with certification, (c) online shopping portals-related attributes, (d) pro-environmental consumer behaviour and (e) consumers’ preferences according to vernacular culture. The factors reasonable price of the eco-labelled product with certification and consumers’ preferences according to vernacular culture have higher impact as obtained through regression analysis. The implied finding of the research is to promote the green purchasing behaviour through online shopping portals. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

A STUDY ON CONSUMERS PERCEPTION TOWARDS GREEN PRODUCTS CONSUMPTION IN THE POST PANDEMIC SCENARIO IN KAMRUP DISTRICT OF ASSAM

Responding to Sustainable Development Goals (SDGs) (Goal no 7- ensure environmental sustainability) of World Health Organisation marketers are also awaken about adopting green marketing strategies to combat environmental degradation. [...]consumers are becoming more aware about green marketing now. [...]a proposed model is being suggested to the marketers for increasing their market share and profit amongst the competitors of the industry. According to GHG Platform India report, 2021, Indian emissionscomprise seven percent of the whole world emissions and the power sector, manufacturing and engineering process and industrial produce sector (barring Agriculture) are the maximum emitters in India. The main trends which influence consumer behaviour and consumption trends are the reduction of expenses, basic needs satisfaction, structural changes in consumer basket, increased digitalization, increased demand for home delivery, reorientation towards local shopping, omnichannel services and increasing of the importance of the green content.