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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.

Consumers are increasingly attracted to the idea of accessing products instead of owning them. This shift is important to businesses as they pursue the growing market of consumers engaging in alternative forms of consumption. Access-based business models align consumer self-interest with responsible consumption behaviors, enabling consumers, businesses and society to benefit through this unique form of exchange. A multi-method approach examines the perceived motivations that impact consumers' willingness to access products through socially networked short-term rentals. The results suggest that multiple factors drive consumer attitudes. A cluster analysis reveals four distinct groups of consumers with varying dispositions towards access-based consumption: Fickle Floaters, Premium Keepers, Conscious Materialists and Change Seekers. This research provides an actionable segmentation framework for business practice.

Spanning the gap: an examination of the factors leading to the green gap Mark Gleim Stephanie J. Lawson Article information:To cite this document: Mark Gleim Stephanie J. Lawson , (2014),"Spanning the gap: an examination of the factors leading to the green gap", Journal of Consumer Marketing, Vol. 31 Iss 6/7 pp. 503 -514 Permanent link to this document: http://dx. Access to this document was granted through an Emerald subscription provided by emerald-srm:198285 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the environment; however, only a select few mirror their intentions with actual green behaviors. Design/methodology/approach -A critical incident technique is utilized in the first study, followed by a quantitative study analyzed via cluster analysis for the second study. Findings -Results suggest the green gap exists for several reasons, of which price is most commonly noted. However, factors such as poor perceptions of quality, lack of green product availability and brand loyalty to conventional products appear to be important issues leading to the gap as well. Additionally, the type of product sought for purchase appears to impact the prevalence of the green gap. Research limitations/implications -Future research should seek to extend the present study by monitoring actual usage rather than intentions, as well as an examination of strategies that may help to minimize the green gap. Practical implications -Consumers need to understand why green products are priced higher, the benefits they offer and the impact they can make as an individual. Additionally, firms competing in specific product categories can alter their strategies to better capitalize on the motivations of their target markets. Originality/value -Past research has focused on why consumers buy green, but there is a lack of research on why consumers fall into the green gap -that is they have the intention of going green, but don't. This research examines factors surrounding the green gap and the role of product type in the prevalence of the green gap.

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