SummaryA transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.
Purpose This article is the second part of a series of articles presenting the results of research on the implementation of lifecycle management tools in small-and medium-sized companies in Poland. This work is part of a project financed by the Polish Agency for Enterprise Development (PAED), which began in February 2011. It was carried out by the Wielkopolska Quality Institute, a business environment institution associated with the Polish Centre for life cycle assessment (PCLCA). The main practical objective of the project was to support small and medium enterprises (SMEs) in their business development, e.g. by expanding their horizons beyond the sphere of their operation and identifying new areas for the improvement and promotion of the products and services they offer. The specific objective of the analysis on the environmental impact was an attempt to answer the question of whether environmental LCA is a good management tool for this type of business. Part 2 describes results of the evaluation of the implementation of LCA in SMEs conducted in 46 companies involved in the project. Methods In order to assess the effectiveness of the project and the effectiveness of the implementation of LCA and life cycle costing (LCC), a survey was conducted of small and medium businesses where the implementation work had been fully completed. In total, 46 organisations agreed to participate in the LCA survey, which was almost 66 % of all the companies where the LCA and LCC studies had been carried out within the project. The survey was conducted using individual indepth interviews. Questions to the representatives of the companies referred both to aspects of their functioning in the market (characteristics of a company, its market share, management systems, environmental policy, suppliers and clients) and the operation of their environmental service (assessment of its effectiveness, motivation and difficulties in its implementation), as well as opinions on the potential applications of LCA in their current operations. Results and discussion The experience and observations of LCA experts resulting from their cooperation with the organisations analysed are largely supported by the results of the survey. The overall impression gained from the project is that the small-and medium-sized enterprises analysed have a problem with accepting and understanding the life cycle perspective and show limited interest in taking liability for environmental aspects beyond the mandatory legal standards and boundaries of their business operations. The survey shows that the companies rarely analyse environmental aspects appearing on many different stages of the life cycle of their products. Most of them focus on their current operations while trying to meet the mandatory legal requirements relating to environmental protection. It should be noted, however, that SMEs taking part in the studies appreciate the opportunities offered by LCA, their usefulness in business practice, recognise the potential for using life cycle techniques in the fu...
Abstract:Characterizing consumers in terms of their propensity to practice sustainable consumption represents an interesting research challenge in which a crucial role is played by the questionnaire in terms of its structure and classification criteria. Various classification rules have been proposed in the literature, which can be used to identify consumer types and signify their propensity to practice the principles of sustainable development in daily life. In this paper, we based our approach in designing a classification tool on a combination of two elements: the concept of voluntary simplicity as a pillar for consumer characteristics and the idea of assessing consumers by using filters, in a modified form introducing many new aspects of life-cycle thinking. The tool proposed provides insight into the relationship between the consumer's typology and behavior during purchasing decisions in daily life. The main function of the proposed tool is to assign respondents to one of the proposed consumer types distinguished and characterized in terms of many aspects of life cycle thinking. A pilot survey has been performed in order to verify the proposed tool, and the survey results have been presented in the paper, as well.
The Polish Centre for life cycle assessment (LCA) is a non-profit organization founded in 2009 following the initiative of people involved in Polish scientific and R&D centers dealing with LCA. The role, mission as well structure and organization of PCLCA have been presented. Moreover, the current state of LCA implementation in Poland has been mentioned. However, LCA has been mainly used for scientific research less by industry and business.
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