Importance of Green Marketing and Its Potential

Líšková, Zuzana Dvořáková; Cudlínová, Eva; Pártlová, Petra; Dvořák, Petr

doi:10.1515/vjbsd-2016-0012

Cited by 12 publications

(9 citation statements)

References 2 publications

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“…From this point of view, the members of Generation Z have grown up in an environment with a high level of awareness regarding the importance of environmental responsibility. As a result of school education, they learned the benefits of recycling, with a strict future approach, regarding GMk and GMkP (Líšková et al, 2016) concepts that are critical to be correctly understood by young people (Baran et al, 2016). Although the concepts of GMk and GMkP have been known since primary grades (Lerch, 2020), the conclusion of our study shows that GMkP does not affect sustainable consumer behavior.…”

Section: Discussionmentioning

confidence: 99%

“…Consumer training can be done through smart sale applications, through which young people can be informed in making correct purchasing decisions (Priporas et al, 2017). The young people of Generation Z grew up in an environment where the population was aware of the importance of environmental responsibility, with school hours specifically allocated to this subject and with natural recycling skills, perspectives predicting a strict future approach to this generation regarding GMk and GMkP (Líšková et al, 2016).…”

Section: Green Marketing Practices and Generation Z Consumersmentioning

confidence: 99%

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Determining factors in shaping the sustainable behavior of the generation Z consumer

Dragolea

Butnaru²,

Kot³

et al. 2023

Front. Environ. Sci.

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Introduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into account that the concept of green marketing is now being given greater importance. Responsible organizations have begun to adapt their strategies in production, promotion and interaction activities with consumers or potential consumers of organic products in the context we are going through, when environmental protection becomes an imperative. Analysis of the sustainable behavior of Generation Z is a determining factor from the perspective of the task that this generation will naturally take on, in terms of environmental responsibility.Methods: The research aims to determine the profile of the Generation Z consumer, in order to adapt the strategic actions of the government or organizations to direct and educate as objectively and efficiently as possible towards adopting the principles of ecological, sustainable and responsible consumption. Based on the data collected through a survey, we analyzed the sustainable behavior of Generation Z consumers studying at Romanian universities where there are specializations in this field. The research is quantitative, using structural equation modelling with partial least squares (PLSSEM) to test the hypotheses regarding the relationship between the determining factors and the sustainable behavior of Generation Z consumers.Results and Discussion: The results show that there is a positive relationship between both the sustainable behavior of Generation Z consumers and the satisfaction it conveys to them, as well as their environmental protection activities. However, there is no relationship between the sustainable behavior of Generation Z consumers and the green marketing practices of the organizations, environmental issues and their identification with the environmentally responsible consumer.

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Section: Discussionmentioning

confidence: 99%

Section: Green Marketing Practices and Generation Z Consumersmentioning

confidence: 99%

Determining factors in shaping the sustainable behavior of the generation Z consumer

Dragolea

Butnaru²,

Kot³

et al. 2023

Front. Environ. Sci.

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“…Green marketing is generally seen as promoting and advertising products that should be environmentally friendly [37].…”

Section: Z D Líšková Et Almentioning

confidence: 99%

“…Several more definitions of green marketing are distinguished at the retail, social, and environmental levels [30]. Líšková et al [37] argue that green marketing in retail is the marketing of products that are safe for the environment at the social level-the marketing of products that are aimed at reducing the negative impact on or improving the quality of the environment, and in the field of environmental protection-the activities of organizations aimed at producing, packaging, regenerating and promoting products in response to the need for the preservation of the environment.…”

Section: F N Jamal Et Almentioning

confidence: 99%

Analysis of the Conceptual Frameworks of Green Marketing

Kiyak,

Grigoliene

2023

Sustainability

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The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior. Each element is significant in the overall process of initiating green marketing, but every company, considering the theoretical insights presented in this article, can create a unique combination of green marketing and creatively use the 4P marketing mix, during which the basic principles of green marketing would be observed. A structured academic research study in this field would decisively contribute to the practical application of green marketing in businesses.

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“…A clear result is seen in both developed and emerging countries, where environmental protection measures are being enforced with greater rigor by governments . [10] At the same time, people in these nations are starting to make their demands for environmentally friendly items heard, even if it's unclear whether they're prepared to pay more for them.…”

mentioning

confidence: 99%

Adopting Green Marketing Approaches that Foster Environmental Sustainability and Contribute to the Growth of a Business

2024

Journal of Informatics Education and Research

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The notion of ecologically conscious marketing, sometimes referred to as green marketing, has sparked extensive discussions. Companies are always seeking the most efficient ways to convey their environmentally aware message to customers. Customers are increasingly becoming more discerning and have begun to prioritize environmental considerations. The crucial aspect of brands is in the way people perceive them and the overall brand image. This research aims to investigate how companies address strategic issues in the field of green marketing. Green marketing involves several activities, such as enhancing products, modifying manufacturing and distribution techniques, making packaging changes, and adjusting marketing materials. This research seeks to clarify the indispensability and importance of Green Marketing, as well as delineate strategies for its execution. She has also tried to clarify specific strategies to avoid Green Marketing Myopia. Green Marketing tactics have been shown to convincingly demonstrate to readers that Green Marketing is both viable and profitable, as supported by several sources.

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Importance of Green Marketing and Its Potential

Cited by 12 publications

References 2 publications

Determining factors in shaping the sustainable behavior of the generation Z consumer

Determining factors in shaping the sustainable behavior of the generation Z consumer

Analysis of the Conceptual Frameworks of Green Marketing

Adopting Green Marketing Approaches that Foster Environmental Sustainability and Contribute to the Growth of a Business

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