Auswahl der wissenschaftlichen Literatur zum Thema „Green Marketing Matrix“

Purpose This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist. Design/methodology/approach The present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study. Findings Findings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement. Research limitations/implications The idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding. Practical implications The study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements. Social implications It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation. Originality/value The study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

Indonesia has a high potential for nature tourism refer to the increasing number of tourist visited. Green Hill Park is a tourism area at TWA Cimanggu, Bandung District, West Java. The aim of this study is to identify the internal and external factors, analyze the application of ecotourism principles, as well as analyze and arrange ecotourism marketing strategies at Green Hill Park TWA Cimanggu. Principles of ecotourism has become the cornerstone of tourism activities implementation in Green Hill Park, but has not been applied properly because of the unstable management. Based on the results of IFE and EFE, Green Hill Park was in a strong enough position. Based on the IE matrix, Green Hill Park was located on the second cell, grown and built. Based on the SWOT analysis, six alternative strategies were obtained. Based on the analysis of AHP, the most influential factor is community participation, factors that play the biggest role are managers, objective that most needed to be achieved was to increase tourism services by using the priority alternative strategies which is involving the community in the tourism program.

Purpose. The study aims to develop a scientific and methodological approach of organizing a marketing-logistics-oriented management system for ecological, innovative enterprises (EIE) to ensure effective implementation and use of environmental innovations for the greening of material flows at the enterprise. Design/methodology/approach. The obtained scientific results are based on using a systematic approach, logical analysis, and synthesis to develop literature sources to determine methods to solving the problem of marketing-logistics-oriented management of the EIE. On the study of literary sources, the core and advantages of marketing and logistics management from the standpoint of the enterprise's efficiency and the functioning of marketing and logistics activities were identified. Also, domestic and foreign authors’ views about the interaction of marketing as a concept of management that is oriented on the market and logistics as a flow-oriented management were studied. This creates opportunities to increase commodity and information utility and value of goods. Findings. To confirm the article’s hypothesis, the scientific and systematic approach to the organization of the system “suppliers – ecologically innovative enterprise – marketing – consumers” for ecological optimization of material flows at the enterprise was offered. In particular, the research provides the use of matrix organizational management structure in organizing the activities of logistics and marketing services. In this case, such matrix structure ensures a rapid response of both systems to complex problems in supply and marketing and, at the same time, allows you to avoid duplication of functions of services and preserve cost-effective management of them. Originality/value. The necessity of transition from price competition for environmental goods and services to match for certain advertising activities aimed at stimulating ecological processes and a healthy lifestyle causes the formation of a marketing information system in an environmentally innovative enterprise. This system is intended to collect, accumulate, transmit, process, and analyze the information necessary for use by the marketing service to upgrade the planning and forecasting of marketing activities, improve demand for goods and services, and monitor the implementation of marketing activities. For effective marketing management of the EIE, it is necessary to monitor the environment’s condition based on marketing research constantly, always using modern marketing information systems and the latest information technologies. The purpose of the logistics system of an ecological, innovative enterprise is to ensure the availability of the necessary environmentally innovative products, goods, and services in the required quantity and range, of the specified quality, in the right place and at the right time. The functions of the logistics system of innovative ecological enterprises are determined to endow their viable work. The suggested scientific and methodological approach to marketing-logistics-oriented management of the EIE is based on constructing an optimal model of the EIE logistics system and the appropriate method of marketing information. Such attitude can be widely used in the design, creation, development, and research of EIE, regional, and national environmental innovation systems. It is directed at optimizing the movement of material flows on the system “suppliers – EIE – marketing – consumers” and managing these flows. Practical implications. A conceptual model of interaction of the marketing information system with the external environment for the rationalization of marketing activities and management processes of the EIE is constructed. The logistics system of ecological, innovative enterprises, which was formed in this paper, will improve the implementation processes of environmental innovations in the design “supplier – consumer” to green the enterprise and the region’s activities effectively.

Immature sand matrix golf putting greens are considered to be inhospitable environments for microorganisms as compared to native soils. Subsequently, turfgrass quality may suffer in the absence of beneficial microbe–plant interactions. The turfgrass industry has responded by marketing a wide array of biostimulant products that claim to improve putting green quality through influences on soil microbial activity. A field study was conducted to determine what influences five commercial biostimulants have on the root-zone microbial community and creeping bentgrass (Agrostis stolonifera L.) quality. A three year old U.S. Golf Association (USGA) specification sand-based putting green (e.g., 80% sand: 20% peat humus by volume) was the test site. Commercially available biostimulants and fertilizer were applied biweekly from May until August 2000. The soil microbial community was characterized using soil enzymes and substrate utilization profiles. Turfgrass quality was determined visually by evaluating color, percentage of localized dry spot (LDS), and overall uniformity. Nutrient uptake levels were monitored to ascertain if increases in quality related to plant health. Visual quality of the putting green was significantly improved (p < 0.05) by the commercial biostimulants. The positive response to biostimulants was not of a nutritional origin. The biostimulants did not effectively alter the putting green microbial community in terms of enzyme activity or substrate utilization. However, a seasonal decline was detected in cellulase activity, which prevailed over any treatment effect, suggesting the root-zone microbial community responded to summer decline of bentgrass roots and concomitant decreases in quantities of root exudates. Visual improvements in putting green quality during the period of summer stress were primarily associated with the incidence of LDS. Visual LDS ratings were significantly reduced (less LDS) by applications of the biostimulants on each observation date (p < 0.05) and over the entire course of the experiment (p < 0.10). Surfactant properties of the biostimulants therefore appeared to play a major role in the improvements in putting green quality. This does not negate the fact that the seaweed extracts and humic acids in the biostimulants may have improved the heat and moisture stress tolerance of the bentgrass once the LDS formed.

Inspired by the United Nation’s Sustainability Development goals for responsible consumption and production, this final year two-student team thesis was conducted across six convenience sampled textiles and apparels companies in Karachi, Pakistan, as exploratory research. Interviews of purposively sampled personnel from these companies were assessed on their awareness on sustainability and the initiatives taken to develop infrastructures in alignment with green value chain standards and sustainable product. The instrument used is an unstructured questionnaire developed by the student researchers from adopted aspects of the Global Reporting Initiative standards. The use of thematic analysis and Greening Goliaths vs Emerging Davids Sustainability Matrix was further essential in this study’s potential in proposing green marketing strategy (GMS) to the Ministry of Textile Industry, and the All Pakistan Textile Mills Association. The study brought to light the detriments to market penetration of sustainable textiles and apparels in Pakistan, namely the economy, and consumer behavior. Conclusively, the student researchers found that the textiles industry in Pakistan was well developed along global sustainable goals but demand for sustainable apparel stemmed from developed nations owing to their consumer’s awareness on the implications of inorganic derived apparels on the environment.

From the perspective of socioeconomic development framework, the article provides insights on the contemporary issues of branding management of administrative territorial units. Following the analytical review data on Sumy region communities based on the calculation of budget efficiency as the ratio of the community general fund income (financial potential of united territorial communities (UTC)) and the general fund expenditures, the hypothesis as to the consistent relationship between the successful performance of the united territorial community and strategic approach to its management has been verified. As the key priorities for the united territorial communities brand development the study offers to consider the following: UTC social priority group brands; UTC entrepreneurial priority group brands; UTC tourism priority group brands; and the UTC green brands. Based on the proposed algorithm for setting the priority areas of the united territorial communities brand development, a strategic matrix of UTC brand development of the Sumy region has been constructed. The implementation of the given strategic approach to setting the priority areas of the united territorial communities brand development will contribute to building a successful marketing strategy for the Sumy region as an umbrella brand that combines subbrands of united territorial communities, further distributed according to the development priority criterion. This approach allows, on the one hand, to design a unified algorithm for the development, operation and implementation of territorial branding and marketing, and on the other – to consider the unique characteristics of each of the UTC with its individual set of competitive advantages, specific history, image, key resources available and associated problems.

La Matriz Mic Mac permite análisis estructurales de escenarios futuros, para guiar la toma de decisiones, tendencias que surgen del mercado e identificar las más determinantes para lograr una reflexión entre los productos, servicios y consumidores, logrando establecer estudios prospectivos a nivel estratégico que permita anticipar las acciones del mercado y establecer un plan de acción. Entre los tipos de consumidores verdes están los 360° green, los society, shopper, pocket, dream y zero green. Se presenta como tendencia la transición de los productos eco-ugly al eco-chic y de estos al ecoiconic; como influencias asociadas al consumidor se identifican la educación, voluntad y los segmentos green. Este artículo se origina en el proyecto de investigación “Modelo de Green Marketing”, de la Facultad de Comunicación de la Fundación Universitaria Unipanamericana, encaminado a proponer un modelo estructurado de estrategias ecológicas enfocadas en la tendencia de Green Marketing.

Tujuan penelitian ini adalah untuk mendapatkan informasi tentang kondisi penjualan Perumahan Green Serpong Bintaro serta untuk mengetahui strategi pomosi yang lebih baik untuk meningkatkan penjualan rumah di perumahan Green Serpong Bintaro.Responden dalam penelitian ini adalah pihak-pihak yang terkait dalam penelitian yang meliputi Project Manajer, Sales, Marketing (desain promosi), admin/kasier, dan penghuni perumahan Green Serpong Bintaro. Metode analisis yang digunakan dengan menggunakan analisis SWOT.Hasil penelitian dapat disimpulkan sebagai berikut: (1) pada kondisi lingkungan internal (IFAS) dengan indikator kekuatan (strength) sebesar 3,62 dikurangi dengan indikator kelemahan (weakness) sebesar -2,38 menghasilkan grand total sebesar 1,24 bernilai positif. Pada aspek eksternal (EFAS) dengan rincian indikator peluang (opportunity) sebesar 3,65 dikurangi dengan indikator ancaman (threat) sebesar -2,27 menghasilkan nilai grand total 1,38 bernilai positif. Kedua kondisi baik internal maupun eksternal keduanya bernilai positif yang berarti bahawa posisi strategi promosi Perumahan Green Serpong Bintaro berada pada kondisi prospektif (kuadran I) dari Matrik Kondisi. Hal ini menunjukan bahwa perusahaan berada pada kondisi yang baik untuk menggunakan kekuatan internalnya guna memanfaatkan peluang eksternal, mengatasi kelamahan internal, dan menghindari ancaman eksternal. (2) Hasil dari skoring analisis SWOT menggambarkan bahwa posisi perusahaan berada pada kuadran I (prospektif) yang berarti strategi yang dijalankan adalah dengan menggunakan strategi S-O (Strength-Opportunity) yaitu: Menjalin hubungan baik dengan marketing KPR dan vendor/Supllier, Mengoptimalkan program pemasran secara langsung atau tidak langsung, Memaksimalkan promosi kepada captive market, Banyak mencari informasi mengenai bunga KPR dari Bank yang berbeda, Menjaga kelestarian lingkungan dan fasilitas perumahan

Arenga pinnata is one of non-timber forest products (NTFPs) commodities that have high economic value. This tree is one of the multipurpose commodities because almost all parts of the tree can be utilized. The people around the forest have a lot of palm sugar as one of their livelihood sources. However, supply chain management of palm sugar businesses has not been integrated from the supply of raw materials, the production process, distribution and marketing pf the product. Measurement of Palm Sugar Supply Chain Performance is conducted to measure the performance of supply chain of palm sugar and formulate the recommendations on indicators that are still below target. The research was located in Bonto Sinala village, Sinjai Regency, South Sulawesi, Indonesia. Data collection methods through interviews using a questionnaire in the palm sugar farmer group. Data analysis was carried out by implementing the Supply Chain Operation Reference model using the Analytical Hierarchy Process (AHP) and Objective Matrix (OMAX)model.The result study of measurement the supply chain performance using Supply Chain Operation Reference (SCOR) method found in 24 KPI with 4 KPI for plan variables, 4 KPI for source variables, 10 KPI for make variables, 3 KPI for deliver variables and 3 KPI for return variables. The overall supply chain performance value is 6.62 with 17 KPI that included in the green category, 3 KPI that included in the yellow category, and 4 KPI that included in the red category. KPI that included in the yellow and red categories must be corrected immediately. Keywords: Supply chain, palm sugar, SCOR, OMAX

In recent years, the aspects of sustainability and environmental friendliness have taken on an increasingly large role in our society and due to climate change and scarcity of resources, green technologies are growing. As the consequence, this ongoing trend has affected the business environment. Companies need to adapt their strategies to a sustainable manner and take advantage of the potential opportunities generated by this change. Considering the impact and importance of Small and medium-sized enterprises (SMEs) in the global business environment and economic development, this paper has therefore addressed the question of how SMEs can gain a competitive advantage by implementing a green marketing strategy and how far possible advantages can be used for the internationalization of these companies. For this purpose, semi-structured interviews were conducted with five German and Swedish case companies to investigate to what extent they are implementing a green marketing strategy, if they have reached any competitive advantages generated by this strategy, and whether these competitive advantages have contributed to a smoother internationalization process. To answer these questions, the case companies are positioned on the green marketing matrix proposed by Ginsberg and Bloom (2004) which is the basic concept for analyzing the respective strategy, then case studies’ attitudes regarding the aspect of sustainability, competitive advantages raised from implementing a green marketing strategy and their potential impacts on internationalization process are analyzed. According to the empirical findings, the case studies have registered a tremendous change in customers' behavior regarding green behaviors in society, which emphasizes the need to implement a green business strategy. Particularly, applying a green marketing strategy enables companies to achieve several competitive advantages which help them develop an optimal position against competitors and even exploit them in their internationalization process.