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.
Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a ...business‐to‐consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business‐to‐business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.
Complex paleontological and isotope-geochronological study of clastic sediments of the Vychegda Depression (Mezen syneclise) has been carried out on samples retrieved from the Keltmen-1 borehole ...drilled in the junction zone of the Russian and Timan-Pechera plates. The stratigraphic structure of the clastic unit in the depth interval 1874–2910 m has been perfected. At the base of the unit, the new Okos Formation has been described: glauconite from it was dated by Rb-Sr to 807 ± 8 Ma. The obtained microphytologic characteristic of the upper part of the section is in agreement with lithological and geochemical data, allowing recognition of two Upper Vendian Formations: Ust-Pinega and Mezen. The stratigraphic hiatus between the Upper Riphean and Vendian deposits in the Keltmen-1 borehole reaches 200–250 M.y. For the first time Ediacaran acanthomorph microfossils of the genera
Appendisphaera
and
Tanarium
have been found in the high horizons of the Upper Vendian, proving their wider stratigraphic distribution.
As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” ...as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.
Despite widespread pro-green attitudes, consumers frequently purchase non-green alternatives. One possible explanation for this value–action gap is the tradeoffs that green products often force on ...their users: higher prices, lower quality, and/or reduced performance. The current study uses conjoint analysis to uncover the attribute preferences of car and TV buyers when green attributes are negatively correlated with conventional attributes. These attribute preferences are then used to predict choice among sets of green and less green alternatives currently sold in the marketplace. Strong preferences for green products are found when tradeoffs are not apparent, but preference shifts significantly to less green compromise alternatives when the actual attribute tradeoffs are considered. Although general preference is reduced by tradeoffs, a green product offering some compensatory advantage on a conventional attribute does attract a broader spectrum of consumers, while only “dark green” consumers are willing to pay the price to go green when the product offers few compensatory qualities. In all cases, however, predicted buyers of the greenest technologies offset some of their environmental benefits by choosing more energy-thirsty specifications on negatively correlated conventional attributes. Managerial and public policy implications of the findings are then discussed.
This study examined hotel customers’ eco-friendly decision-making processes. Specifically, the current study tested the relationships among attitude toward green behaviors (ATGB), overall image (OI), ...visit intention (VI), word-of-mouth intention (WOMI), and willingness to pay more (WPM) by considering the effects of gender and age in a green hotel context. The results of structural equation analyses showed that OI is a positive function of ATGB and that OI significantly affects VI, WOMI, and WPM. Additionally, the findings from a structural modeling comparison revealed that OI completely mediates the effect of ATGB on components of behavioral intentions. Subsequent tests for metric invariances demonstrated that the relationships among study variables were generally stronger among females and high age groups. However, only the paths from OI to VI, WOMI, and WPM in the gender group and from OI to WPM in the age group were statistically significant. Implications and future research issues were discussed.
This study analyzed the so-called “green,” or environmentally friendly, practices of American hotels. As such, it examined how green hotels in the United States are regarding no-cost or low-cost ...practices. Respondents included 166 hotels, which were identified through a random sample of hotels from the American Hotel & Lodging Association and included chain and independent properties as well as properties of various sizes (based on the number of rooms). The study findings show that chain hotels were at the time of the study stronger adopters of green practices than independent hotels were, likely due to leveraging economies of scale through uniform corporate practices. In addition, hotels in the Midwest were found to be the most environmentally friendly in terms of their use of no-cost or low-cost green practices. Additional results indicated that size (classified by number of rooms) had little effect on the extent to which hotels were trying to manage energy consumption.
Green purchase behaviour is receiving a growing attention in the academic community, as understanding it is crucial for the growing number of companies developing and marketing green products. In ...order to provide a broader and novel picture of the phenomenon, this study extends the widely used Theory of Planned Behaviour (TPB) model in several ways, through a large survey of Italian consumers. First, three dimensions of green purchase behaviour are considered, namely, the willingness to pay a premium price, the green purchase frequency and the green purchase satisfaction. Second, several antecedents are considered simultaneously. Third, new (consumer creativity) or so far marginally studied (materialism and green practices) antecedents are included. Fourth, the mediating roles of green purchase satisfaction and willingness to pay a premium price in the link between the considered antecedents and the frequency of green purchase are investigated.
Results show that the three dimensions of green purchase behaviour have different antecedents, so highlighting that green purchase behaviour is a multi‐faceted phenomenon that should not be studied as a single general concept. Personal norms and value for money emerged to be very relevant predictors. The significant effects of creativity, materialism and green practices provide evidence that extending the TPB model with these three antecedents is useful to more deeply understand green purchase behaviour. Green purchase satisfaction is the strongest predictor of purchase frequency and mediates the effects of personal norms and value for money.
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