Green marketing

Abstract

Purpose-The purpose of this paper is to study the possibility of promoting certified timber coming from sustainable managed forests, in order to support Greek enterprises and the institutions of the Greek timber sector involved to apply effective green marketing methods and policies. Design/methodology/approach-Based on a prototype questionnaire, specifically structured for the aim of the research, 55 responses were collected from Greek timber enterprises in April 2009. The questionnaires were processed and analyzed with the statistical program SPSS of ver17.0, using descriptive statistics and correlation analysis. The main purpose was the investigation of knowledge, use and promotion of certified timber that emanates from forests under sustainable management, thus planning the green marketing. Findings-The Greek enterprises of the timber sector expressed a great interest in the protection of forests all over the world, ranging from illegal loggings to their rational management. At the same time, in their overwhelming majority, they strongly support the certification of the sustainable management of Greek forests. These enterprises believe that the movement of green buildings has also reached Greece, albeit at a slow pace, and forecast that green consumers are prone to offer an additional percentage of about 6 per cent on price, in order to buy certified timber products. Companies trust to a high degree most institutions of higher education (universities and technological institutions) for the promotion of certified timber products and propose their publicity through newspapers and magazines, as well as through internet portals of close contact. Finally, the paper discusses reflections and forecasts on the growth of this new market of timber. Practical implications-The results offer precious knowledge on the market of certified timber and its future developments in the following five years, which can assist both enterprises and the institutions involved in strategy forming and decision making, in order to gain an important share of the market of green consumers. The paper also proposes effective green marketing applications. Originality/value-This is the first research on green marketing and the promotion of certified products of timber in the Greek market, while similar work is very limited even at an international level.

Consumers’ values and behaviour in the Brazilian coffee-in-capsules market: promoting circular economy

“…foil, plastics etc. ), logistical convenience driven by consumer green values remains at the core of this study (Lin and Ho 2008;Papadopoulos et al 2010;Kanonuhwa and Chimucheka 2014). This activity might even be interpreted by some as another dimension of collaboration, towards a more closed loop business approach (Linton 2005;Kraaijenhagen, van Oppen and Bocken 2016), along the coffee value chain.…”

“…Existing commentary about this new way of coffee drinking usually refers to: consumer demand, successful market strategies and product management. This paper locates the argument within important discussions about circular economy and the growing green awareness of customers (Lin and Ho 2008;Papadopoulos et al 2010;Kanonuhwa and Chimucheka 2014). It provides a viable argument for resource preservation and resource recovery within the coffee drinking value chain, based on the commitment of Brazilians to ethical enterprise.…”

“…Arguably, some would consider this potential wealth of information flow as 'precious' for future green strategy (Papadopoulos et al 2010). Romero and Molina (2010) are especially alert to the influence of customer preference on sustainable supply chains.…”

The readiness of peninsular Malaysia wood-based industries for achieving sustainability

“…Moreover, improved market access and wood products' quality are gained through sustainably managed forests that are derived from this initiative (Siry et al 2005). Increasing demand for green labelling of products has been observed, which is termed 'green marketing' through green certification (Vlosky et al 1999;Aguilar and Cai 2010;Papadopoulos et al 2010). Kollert and Lagan (2007) showed that certified logs achieved market premium compared to uncertified logs that only reach a lower market premium price.…”

Environmental Concern, Attitude and Responsibility and Green Purchasing Behaviour of Consumers in Madurai District

“…Currently, all the nations across the globe are worrying about environmental problems namely global warming, environmental pollution and degradation, climate change and depletion of environmental resources (Atthirawong and Panprung, 2017). Nowadays, consumers are also having higher degree of apprehension on changes in environment in comparison with past years and their purchasing behaviour are also remarkably changed (Papadopoulos et al 2010). Consumers are giving importance to environmental problems in purchasing and consuming various products (Hessami and Yousefi, 2013).…”