Special Issue "Green Marketing"

A special issue of Information (ISSN 2078-2489). This special issue belongs to the section "Information Systems".

Deadline for manuscript submissions: closed (1 January 2021).

Special Issue Editor

Dr. Dan-Cristian Dabija
E-Mail Website
Guest Editor
Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400084 Cluj-Napoca, Romania
Interests: marketing; sustainable marketing; green marketing; green retailing; generational marketing; international retail marketing
Special Issues and Collections in MDPI journals

Special Issue Information

Dear Colleagues,

In the 21st century, global organizations are more and more green and environmentally concerned and oriented, as modern consumers belonging mostly to generation Y (Millennials) and Z tend to prefer organizations that are able to implement green business models and strategies and/or foster a green governance. In order to gain consumers’ attention and trust, companies rely on environmentally friendly products, brands and services and try to enhance consumers’ green loyalty by means of green marketing. From this perspective green marketing can be regarded as a an “umbrella” concept, which contains/embraces all principles, measures, actions, activities and strategies of public and private organizations dedicated to foster the “health” of the environment and to establish specific green behaviour, attitude, lifestyle, and buying motivation of mankind. Concepts such as environmental marketing, environmental protection, non-polluting technology, sustainability, sustainable agriculture, green consumerism, green retailing, socially responsible consumption, green products/brands/services, green technologies, green strategies, recycling, clean energy, and organic food, might therefore be captured by the concept of green marketing and are mostly used to describe green and sustainable strategies.

The objective of this Special Issue is to capture the latest advances regarding the use of green marketing by modern organizations. Topics of interest for publication in this Special Issue include, but are not limited to, the following:

  • Eco-innovation and competitiveness;
  • Ethical values and the green choice;
  • Green awareness and R&D orientation of global players;
  • Green branding in international organizations;
  • Green consumerism of socially responsible consumer generations;
  • Green entrepreneurship and sustainable markets;
  • Green information that leads to green strategies in organizations;
  • Green innovation and positioning;
  • Green marketing as a key factor for sustainable organizations;
  • Green marketing strategies of international organizations;
  • Green retailing;
  • Is green marketing ideologically or organizationally driven in different countries?
  • Shift of mentality towards green marketing: a challenge for consumer generations;
  • Green marketing in academia: consequences for teaching and research;
  • The dark side of green marketing: case studies, practices and consequences of greenwashing.

If this topic is of interest, you may send your manuscript now or up until the deadline. Submitted papers should not be under consideration for publication elsewhere.

Dr. Dan-Cristian Dabija
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Information is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Green marketing
  • Environmental marketing
  • Sustainable marketing
  • Green business performance
  • Green production/manufacturing
  • Green consumerism/consumption
  • Green strategy
  • Green brands/products/services
  • Green image
  • Green movement
  • Green consumer generations

References

Dabija, D.C., Bejan, B., Grant, D. 2018. The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. Moravian Geographical Reports, 26(3), pp.173-185, e-ISSN: 1210-8812. http://dx.doi.org/10.2478/mgr-2018-0014

Dabija, D.C., Pop, C.M. 2013. Green marketing – Factor of Competitiveness in Retailing. Environmental Engineering and Management Journal, 12(2), pp.393-400; ISSN 1582-9596, e-ISSN 1843-3707. http://dx.doi.org/10.30638/eemj.2013.049

Dangelico, R.M., Vocalelli, D. 2017. “Green Marketing”: an analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, pp.1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184

Fraj, E., Martinez, E., Matute, J. 2011. Green marketing strategy and the Firm’s performance: The moderating role of environmental culture. Journal of Strategic Marketing, 19, pp.339-355. https://doi.org/10.1080/0965254X.2011.581382

Peattie, K. 2001. Towards sustainability: The third age of green marketing. Marketing Review, 2(2), pp.129-146. https://doi.org/10.1362/1469347012569869

Taken Smith, K., Brower, T. 2012. Longitudinal study of green marketing strategies that influence millennials. Journal of Strategic Marketing, 20(6), pp.535-551. https://doi.org/10.1080/0965254X.2012.711345

Published Papers (8 papers)

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Editorial

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Editorial
Editorial for the Special Issue “Green Marketing”
Information 2021, 12(2), 90; https://doi.org/10.3390/info12020090 - 20 Feb 2021
Viewed by 496
Abstract
Up until quite recently, our contemporary society has faced various challenges and issues related to accelerated urbanization and industrialization, consumers, and organizations’ rather limited range of possibilities to completely satisfy needs and wants regarding environmental pollution, the capacity of our planet to regenerate [...] Read more.
Up until quite recently, our contemporary society has faced various challenges and issues related to accelerated urbanization and industrialization, consumers, and organizations’ rather limited range of possibilities to completely satisfy needs and wants regarding environmental pollution, the capacity of our planet to regenerate its used goods annually and ensuring that the living conditions of future generations are considered alongside those of the current generations [...] Full article
(This article belongs to the Special Issue Green Marketing)

Research

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Article
Nutrient Profiling of Romanian Traditional Dishes—Prerequisite for Supporting the Flexitarian Eating Style
Information 2020, 11(11), 514; https://doi.org/10.3390/info11110514 - 02 Nov 2020
Cited by 1 | Viewed by 728
Abstract
Currently, most countries have to deal with multiple discrepancies that have arisen between the constraints of sustainable development and the return to traditions, involving food producers, as well as consumers, aspects that are also easily noticed in Romania. Thus, the main purpose of [...] Read more.
Currently, most countries have to deal with multiple discrepancies that have arisen between the constraints of sustainable development and the return to traditions, involving food producers, as well as consumers, aspects that are also easily noticed in Romania. Thus, the main purpose of this study was to assess the nutritional quality of the Romanian traditional diet using a nutrient profiling method based on the Nutri-Score algorithm, applied to several representative Romanian traditional dishes. Because this algorithm has the capacity to highlight the amount (%) of fruits, vegetables, and nuts from a certain dish, it might be considered an indicator of the sustainable valences of the selected meals. The results showed that the traditional menus do not correspond to a balanced and sustainable eating behavior; thus, it is recommended to improve the Romanian pattern of food consumption and to ensure its sustainable basis. In order to achieve this goal, we propose the development of a new paradigm of the contemporary Romanian food style incorporating three main directions of action: acceptance, adaptation, and transformation. Full article
(This article belongs to the Special Issue Green Marketing)
Article
Aspects of Digitalization and Related Impact on Green Tourism in European Countries
Information 2020, 11(11), 507; https://doi.org/10.3390/info11110507 - 29 Oct 2020
Cited by 3 | Viewed by 1076
Abstract
The digital world requires the implementation of new technologies and customer-driven business transformation. As the tourism sector may experience unanticipated ways of developing new technologies due to the current global health crisis, the standard travel experience could be changed. The main aim of [...] Read more.
The digital world requires the implementation of new technologies and customer-driven business transformation. As the tourism sector may experience unanticipated ways of developing new technologies due to the current global health crisis, the standard travel experience could be changed. The main aim of this study was to analyze the influence of digitalization and tourists’ preferences in terms of accommodation and economic well-being implying sustainability. This paper applied a regression analysis and principal component analysis to achieve the above objective. Research exposed the fact that tourists’ preferences towards green destinations and ecological accommodation establishments, as well as Internet use in travel planning, may have a significant influence on the sustainability of tourism. This study identified behavioral models of 30 European countries from the sustainable tourism and digitalization perspective and made recommendations on economic and social policy measures to ensure the sustainable nature of tourism activity. Full article
(This article belongs to the Special Issue Green Marketing)
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Article
Decision-Making Process Regarding the Use of Mobile Phones in Romania Taking into Consideration Sustainability and Circular Economy
Information 2020, 11(10), 473; https://doi.org/10.3390/info11100473 - 07 Oct 2020
Cited by 1 | Viewed by 894
Abstract
Nowadays, the use of smartphones has become essential for daily activities that have either a personal or professional purpose. A large number of resources is necessary for both the production and the use of these devices, which means that solutions in terms of [...] Read more.
Nowadays, the use of smartphones has become essential for daily activities that have either a personal or professional purpose. A large number of resources is necessary for both the production and the use of these devices, which means that solutions in terms of sustainability are needed. The purpose of this research is to highlight the concept of sustainability when talking about smartphones, as well to underline the possibilities that exist for the consumers. This study examines the habits of young consumers in Romania, the reasons behind a mobile phone replacement, and the factors that influence the purchase decision. The methodology section follows quantitative and qualitative market research. An analysis was performed in order to have a deep understanding of trends in terms of mobile phone ownership and preferred brands. This study also provides a general view on the neglectfulness of the young population of Romania regarding the dangers to which the environment is exposed because of the purchasing habits that go against sustainability. For accomplishing this purpose, important results have been discovered through the analysis of the data obtained from self-administered questionnaires and interviews. The results show that people are usually using only one mobile phone at a time and they change it once every two years for sustainability and financial reasons. The same applies when it comes to choosing a certain brand. The reasons behind the purchase of a new phone and the decisions regarding an old one are based on healthy principles of the circular economy and sustainability. The preferences in terms of technology and design, and the decision process are correlated with incomes. Full article
(This article belongs to the Special Issue Green Marketing)
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Article
Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention
Information 2020, 11(9), 447; https://doi.org/10.3390/info11090447 - 15 Sep 2020
Cited by 7 | Viewed by 4037
Abstract
In the 21st century, green consumption has risen into a global trend, which inclines cosmetic companies to be more environmental-friendly and to have a larger green product portfolio to satisfy these new consumers’ needs. Social media contributed to this trend, shaping consumers’ attitudes [...] Read more.
In the 21st century, green consumption has risen into a global trend, which inclines cosmetic companies to be more environmental-friendly and to have a larger green product portfolio to satisfy these new consumers’ needs. Social media contributed to this trend, shaping consumers’ attitudes into more environmentally conscious behavior. The present study applied the Theory of Planned Behavior (TPB) to explain the impact of Social Media on consumers’ purchase intention and motivation (altruism and egoism). Based on empirical investigation, an online survey was developed to measure the proposed conceptual model. The reliability and validity of the reflective constructs were tested using partial least squares (PLS) modeling technique. The results indicate the importance of social media on consumers’ attitudes, subjective norms, altruistic and egoistic motivations, and the impact of these variables as the antecedents of green cosmetics purchase intention. These results have important theoretical implications. They revealed that external factors such as social media as an information source, have an important role in consumer motivation formation and green cosmetic purchasing intentions. The findings are relevant for marketers to implement better communication strategies on social media to increase consumers’ motivations and purchase intention toward green cosmetics. Full article
(This article belongs to the Special Issue Green Marketing)
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Article
Is Green Marketing a Label for Ecotourism? The Romanian Experience
Information 2020, 11(8), 389; https://doi.org/10.3390/info11080389 - 08 Aug 2020
Cited by 6 | Viewed by 2071
Abstract
The focus on sustainability represents the key to the tourism industry today. Green marketing was constantly on the agenda of local authorities and started to be a subject of interest for Academia too, but it was very little approached in the Eastern European [...] Read more.
The focus on sustainability represents the key to the tourism industry today. Green marketing was constantly on the agenda of local authorities and started to be a subject of interest for Academia too, but it was very little approached in the Eastern European countries, especially in the tourism studies. This article describes the presence of green marketing in Romanian ecotourism and its impact on tourist’s perception. Due to its natural landscapes and tourist attractions, Romanian ecotourism can take advantage of green marketing practices and promote tourism products based on the new preference of the tourists for sustainable activities. However, there is a lack of legislative framework regarding green labeling that can effect in the long term the destination brand. The main objective of the present article is to give an overview image of the online presence of the Romanian ecotourist accommodation units that applied for the Eco-label provided by the ECO-Romania Association. The study describes how these establishments use green marketing practices and if their guests perceive the green image too. The methodology of the study consists of a qualitative analysis of the primary data obtained by the authors from the websites of ECO Romania Association, TripAdvisor platform and accommodation units. The results show a high interest of the accommodation units from the ecotourism field for green marketing practices which is also perceived by tourists. The tendency of tourism stakeholders to apply for an accreditation system provided by non-governmental organization instead of choosing a European accreditation shows the impact of such a national initiative and emphasizes the need to develop a legal framework for green ecotourism practices. Full article
(This article belongs to the Special Issue Green Marketing)
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Article
Analyzing Service Quality Evaluation Indexes of Rural Last Mile Delivery Using FCE and ISM Approach
Information 2020, 11(6), 327; https://doi.org/10.3390/info11060327 - 18 Jun 2020
Cited by 5 | Viewed by 1878
Abstract
The advent of e-commerce has led to a rapid acceleration of rural logistics development in China. To enhance green and sustainable development of rural logistics, it is necessary to improve the service quality of the rural last mile delivery and analyze service quality [...] Read more.
The advent of e-commerce has led to a rapid acceleration of rural logistics development in China. To enhance green and sustainable development of rural logistics, it is necessary to improve the service quality of the rural last mile delivery and analyze service quality evaluation indexes. An integrated methodology combing fuzzy comprehensive evaluation (FCE) and the interpretative structural model (ISM) is presented in the current paper to reveal the relationship between the service quality evaluation indexes of the rural last mile delivery. A total of 18 logistics service quality evaluation indexes in five dimensions are selected. The FCE is used to measure the service quality of rural delivery in an empirical research area, and the weight of each evaluation index is assigned by regression analysis. The ISM is adopted to judge the hierarchical structure of indexes, and a five-layer hierarchy is obtained. The results show that it is necessary to first focus on improving the evaluation indexes of accuracy of goods arrival and timely customer service response. In the case of Shunfeng Express, the company needs to additionally improve the timeliness and rationality of damaged or lost processing goods. Some countermeasures and suggestions are put forward. The proposed integrated method helps to reveal the key service quality evaluation indexes and the areas needing improvement. The use of regression analysis within the FCE method allows the estimation of weights in a relatively objective way. This research provides theoretical support for improving the service quality and customers’ satisfaction of the rural last mile delivery, and enhancing the green and sustainable development of rural logistics. Full article
(This article belongs to the Special Issue Green Marketing)
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Article
The Transition from Natural/Traditional Goods to Organic Products in an Emerging Market
Information 2020, 11(4), 227; https://doi.org/10.3390/info11040227 - 19 Apr 2020
Cited by 3 | Viewed by 1391
Abstract
The consumption of natural, green, organic products represents an increasingly important subject for contemporary society, organizations, consumers and researchers. Demographic and cultural factors, traditions and consumption habits, along with the individual desire to adopt a healthy lifestyle in accordance with principles of sustainability [...] Read more.
The consumption of natural, green, organic products represents an increasingly important subject for contemporary society, organizations, consumers and researchers. Demographic and cultural factors, traditions and consumption habits, along with the individual desire to adopt a healthy lifestyle in accordance with principles of sustainability and environmental protection are relevant vectors in the search, choice and consumption of green products. Producers and retailers have identified the interest of modern consumers, introducing a varied range of green grocery and non-food products to match expectations and needs. Using the case study method, this paper highlights the transition of the organic market in an emerging European country: Romania. During the era of state economy, organic and natural products were interchangeable, but after liberalization of the market, the rise of the organic sector began with the establishment of inspection and certification bodies, establishment of procedures, and the appearance of specialized agricultural farms, processors and sellers. Consumers understood soon enough the advantages and benefits of organic products and a healthy lifestyle, and the market for organic products has been developing steadily. We show the current state of development and discuss its evolution, outlining the different market statistics, and making recommendations regarding future development possibilities. Full article
(This article belongs to the Special Issue Green Marketing)
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