Search Results (33)

Circular economy marketing (CEM) represents an innovative approach to aligning business strategies with sustainability objectives. This paper explores the role of CEM as a driver of green marketing innovation, emphasising strategies that minimise environmental impact on business competitiveness while enhancing consumer engagement. Using a systematic literature review based on the PRISMA methodology, we identified 39 high-impact studies across multiple industries, categorising findings into key themes, theoretical frameworks, and marketing strategies. The analysis highlights emerging trends, including the shift toward product-service systems (PSSs), behavioural nudging, transparent sustainability branding, and integration of digital technologies such as AI and blockchain to enhance traceability and consumer trust. Findings reveal that while circular economy marketing presents opportunities for businesses to differentiate themselves and build long-term sustainability strategies, significant challenges remain, including scalability issues, consumer scepticism, and risks of greenwashing. Moreover, gaps in standardising impact measurement and industry-specific adaptation hinder wider implementation. Business model innovation, policy support, and collaborative efforts are crucial in overcoming these barriers. This study provides insights for businesses, policymakers, and researchers, highlighting how CEM fosters green innovation and competitiveness. Future research should compare the effectiveness of various strategies to accelerate the transition toward sustainable marketing practices through regulation and interdisciplinary collaboration. Full article

Amid the urgent need to align agricultural practices with the United Nations Sustainable Development Goals (SDGs), this study examines the role of agricultural digitalization in promoting sustainable and green development in China. Specifically, it explores demand-side factors that drive improvements in agricultural green development and categorizes development models into three types: market-oriented, policy-driven, and innovation-driven. Utilizing provincial-level data from 2011 to 2021, this study employs semiparametric and spatial Durbin models to empirically assess the effects, underlying mechanisms, and regional disparities of agricultural digitalization in advancing green development. The main findings are as follows: (1) Overall, both agricultural digitalization and the level of green agricultural development have gradually increased during the study period, with agricultural digitalization significantly contributing to sustainable agricultural development. (2) The impact of agricultural digitalization on green agricultural development shows an upward trend in eastern, coastal, and non-grain-producing regions, as well as in the southeastern areas of the “Hu Huanyong Line”. In contrast, inland regions and the northwestern areas of the “Hu Huanyong Line” exhibit a U-shaped relationship, and grain-producing regions experience a clear inhibitory effect. Additionally, the promoting effect of agricultural digitalization is more pronounced in regions with higher levels of green agricultural development. (3) Agricultural digitalization generates positive spillover effects, benefiting not only the local region but also surrounding areas, with a stronger radiative effect on neighboring regions. (4) Mechanism analysis suggests that under all three development models, agricultural digitalization can effectively enhance green agricultural development by improving the alignment of supply and demand for green agricultural products, accelerating the establishment and promotion of green agricultural brands, strengthening environmental regulation, fostering new agricultural business entities, advancing agricultural mechanization, and improving the efficiency of facility agriculture. Full article

Under the background of green development and brand building, this article aims to explore the relationship between environmental regulation on corporate brand value and the mediating effect of green innovation, which can help enterprises build a synergistic mechanism between brand building and green development, and step into a benign track of high-quality development. Based on institutional theory and resource-based theory, this paper takes the 106 listed companies on the 2018–2022 consecutive list of China’s 500 Most Valuable Brands as a sample and constructs a two-way fixed-effects model to test the impact of heterogeneous environmental regulations on green innovation and corporate brand value. The empirical results showed that: (1) Command-based environmental regulation exhibits an inverted U-shaped relationship with brand value, as it compels enterprises to adopt environmental governance in the short term but gradually erodes productive resources and triggers negative environmental and reputational effects over the long term; market-based environmental regulation demonstrates a U-shaped relationship with brand value: while it crowds out production funds and shifts costs to consumers in the short term, the government’s “resource compensation” effects ultimately outweigh “compliance cost” pressures in the long run; (2) green innovation plays a partial mediating role in the impact of command-based environmental regulation on corporate brand value; (3) the impact of environmental regulations on corporate brand value is heterogeneous in terms of the nature of corporate ownership, life cycle, and location. The above findings provide a useful reference for the government to use environmental regulation tools flexibly, optimally adjust the environmental regulatory mechanism, and promote corporate brand building and green development. Full article

Driven by rapid urbanisation and global climate change, the increasing frequency and intensity of the Urban Heat Island effect poses significant risks to the health and well-being of urban dwellers across the world. To combat extreme heat and ensure a safe level of thermal comfort for urban residents, innovative and sustainable technologies, such as green infrastructure and cool roof coatings, have been incorporated into building design and urban planning. This study aims to evaluate and compare the effectiveness of six different cool roof coating brands in reducing surface temperatures under the harsh and fast-changing climate conditions in Melbourne, Australia. A pilot-sized experimental cool roof was installed on the rooftop of an existing office building to monitor surface temperature variations using a thermal infrared camera, accompanied by a statistical analysis to evaluate potential surface temperature reductions under varying weather and sky conditions. The results of this study show that the application of cool roof coatings reduced the surface temperature by at least 8.7 °C and up to 34.2 °C, corresponding to reductions of 13.2% and 53.6% from the maximum surface temperature, respectively. When comparing the six cool roof paint brands, it was observed that Brand 4 demonstrated the best performance, reducing the surface temperature to a minimum value of 34.3 °C (45.5% reduction) when the maximum surface temperature was 62.9 °C. On the other hand, Brand 5 showed the least effective performance but still achieved a reduction of 15.8 °C (25.1% reduction). This study highlights the potential of cool roof coatings as an effective urban heat mitigation strategy by lowering building surface temperatures. Alongside other urban heat mitigation strategies, such as green roofs and green walls, cool roof coatings offer a viable solution for buildings. Full article

With the rapid development of live streaming e-commerce, green agricultural products have become an important consumer category. However, sales still face challenges such as weak brand effects, content homogeneity, and the lack of professional hosts. Research shows that various factors influence consumers’ purchase intentions, with design-driven attributes and brand image playing crucial roles. However, their impact in the context of green agricultural product live streaming remains underexplored. This study, based on the S-O-R theory, investigates the factors that stimulate consumer purchase intentions for green agricultural products and reveals the influence of design-driven attributes on purchase intentions. A total of 472 valid responses were collected through a questionnaire. The results indicate that social presence and brand image have a positive impact on purchase intention, with green perceived value and emotional attitude acting as full mediators. However, design-driven attributes do not have a significant direct impact on purchase intention. Nevertheless, emotional attitude plays a significant mediating role between design-driven attributes and purchase intention. This study contributes to the research on consumer behavior and perceived value in live streaming environments, particularly emphasizing the importance of design-driven attributes, and provides insights for optimizing live streaming strategies and improving agricultural product design. Full article

As an important asset of an enterprise, brand value reflects its competitive position in the market. With the proposed goal of “carbon peak” and “carbon neutrality”, the development of enterprises is paying more and more attention to ESG performance (that is, the performance of enterprises in environmental, social and governance aspects), and the attention of brand management is slowly shifting away from traditional products and markets into being green and sustainable. In order to verify the relationship between ESG performance and brand value, this study takes Chinese A-share listed enterprises from 2012 to 2021 as research samples to reveal the mechanism of ESG performance’s impact on brand value. The results show that ESG performance can significantly improve brand value, indicating that the investment in ESG will ultimately affect brand value. The mediation mechanism analysis shows that R&D innovation plays a mediating role in the relationship between the two. A heterogeneity analysis shows that the ESG performance of state-owned enterprises and large enterprises has a stronger promoting effect on brand value, while small enterprises do not show heterogeneity. The research results provide new evidence to reveal the impact of ESG performance on brand management, and have reference significance for ESG construction, brand marketing innovation, and corporate green innovation. Full article

Restaurant segmentation is an effective tool for decision-making when developing business strategies. The objective of this research is to classify restaurant groups according to the level of employee training in sustainable practices and food waste, and to contrast the differences in the degree of sustainability-oriented service innovation and brand equity, as well as in the implementation of various sustainable practices. A cluster analysis was conducted with 300 restaurants in Guayaquil, Manta, and Portoviejo in Ecuador, based on face-to-face interviews with their managers, and then confirmed with discriminant analysis. Two groups were identified: (1) restaurants with less training in green practices, higher level of food waste, lower level of sustainability-oriented service innovation, and higher brand equity; (2) restaurants with more training in green practices, lower level of food waste, higher level of sustainability-oriented service innovation, and lower brand equity. The most sustainable restaurants claim to have less brand equity, which demonstrates that the Ecuadorian consumer does not particularly value sustainability. Full article

In the context of new energy Electric Vehicles (EVs), certain car manufacturers engage in deceptive behaviors known as “greenwashing”, including activities such as “subsidy cheating”, “exaggerating carbon reduction claims”, and “selective disclosure of environmental information”. These behaviors have a negative impact on industry progress. While previous studies suggest that consumers’ perceptions of greenwashing towards individual brands extend to the industry as a whole and influence their overall purchase intentions, there remains a gap in understanding how these behaviors specifically affect consumers’ willingness to purchase EVs. To address this gap and enrich the literature on the relationship between greenwashing and consumer choice, this study uses ABC attitude theory and experimental methods to investigate the impact of greenwashing in the EV sector on consumers’ vehicle preferences in three experiments. The results show that consumers’ perceptions of greenwashing in one EV brand negatively influence their purchase intentions towards other brands, mediated by a general skepticism towards environmental claims in the industry. In addition, consumers’ innovativeness and attitudes towards other brands play a negative moderating role in this relationship. The research findings provide comprehensive insights into the complex impact of brand greenwashing on consumer behavior within the EV industry. Full article

The industrialization process has led to environmental deterioration, which has created challenges for sustainable development. However, there is an increasing inclination to purchase green furniture as a sustainable form of furniture. Hence, investigating the determinants of consumers’ intention to purchase green furniture is beneficial for promoting the adoption of sustainable furniture. Previous research has examined the functional aspects of purchasing behavior using the theory of planned behavior (TPB), while giving less consideration to affective elements. This study aimed to investigate the factors that influence the intention of future users to purchase green furniture, explicitly focusing on emotional perception. This study utilized the PAD three-dimensional emotion model. A novel conceptual model was developed, drawing upon the findings of the literature review. This study employed the questionnaire method to collect data, resulting in 412 valid samples. The collected data were then analyzed and processed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3.0 software. Additionally, the mediating influence of the variables was examined using the bootstrap method. The results suggested that the perceived pleasure, arousal, and dominance all had a substantial influence on the beneficial effect of green furniture elements on purchase intention. Among these factors, pleasure (PP) had the strongest mediating effect on the relationship between green brand image (GBI) and purchase intention (PI). Arousal (PA) had the strongest mediating effect on the relationship between eco-innovation (EI) and purchase intention (PI). Dominance (PD) had the strongest mediating effect on the relationship between purchase customization (PC) and purchase intention (PI). Furthermore, this paper examined the disparities between the characteristics of green furniture and conventional furniture in terms of their ability to stimulate emotional responses and influence consumers’ intention to purchase. This study revealed that green features (GF) have a greater capacity to evoke emotional responses in consumers, consequently impacting their intention to purchase green furniture. The study’s findings have both theoretical implications and practical relevance. In theory, these findings enhance the theoretical framework of purchase intention for green furniture. In practice, they provide specific ideas and recommendations for green furniture companies to develop emotional marketing strategies. Full article

Urban air quality is inextricably linked to the operations of micro-firms. This paper employs the “Qinling-Huaihe” River demarcation as an instrumental variable to construct a regression discontinuity design (RDD) coupled with the two-stage least squares (2SLS) approach. This methodological framework is utilized to investigate the influence of urban air quality on the corporate total factor productivity (CTFP) of publicly listed manufacturing firms from 2015 to 2020. Drawing on the broken windows theory of urban decay and the general equilibrium theory, this research elucidates a significant adverse effect of urban air pollution on CTFP. We rigorously confirm the validity of the RDD by conducting covariate continuity tests and manipulating distributional variables. Furthermore, the robustness of the baseline regression outcomes is substantiated through a series of sensitivity, robustness, and endogeneity checks, employing alternative instrumental variables. The analysis extends to examining the heterogeneity across environmental attributes, regional features, and green branding. The mechanistic investigation reveals that public environmental concerns, financing constraints, and investments in technological innovation serve as mediators in the nexus between urban air pollution and CTFP. Additionally, it is observed that environmental regulation exerts a positive moderating influence, whereas female leadership has a negative impact in this context. The imperative for timely environmental governance is underscored by these findings, which offer crucial insights for policymakers seeking to refine business environment strategies and for corporations aiming to pursue sustainable growth. Full article

The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus–Organism–Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan’s professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves’ fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research. Full article

The effect of industrialization and technological developments and the rate of population growth have begun to disrupt the ecological balance in the world. A large share of the deterioration of this balance is due to the rapidly increasing energy demands of people. Fossil fuels and renewable energy sources are used to obtain the energy that is needed by human beings. Most of the world’s energy needs are met by fossil fuels such as coal, oil, and natural gas. These resources, which we call fossil fuels, cause many parallel environmental problems, such as global warming, climate change, and carbon emissions, for the world and nature. The most affected by all these experiences, of course, is the entire production sector, which is dependent on energy. However, textile and apparel, which is a pioneer in taking steps towards harmonization with the Green Agreement, is one of the sectors that started the transition to green energy within the scope of the European Union and brands’ net-zero targets. Within the scope of the Green Agreement, Turkey has participated and started to work for a 70% carbon reduction, which is the target for 2030, and carbon neutrality, which is the target for 2050. Therefore, within the scope of these targets, the textile sector of Çukurova Region, which has the highest export rate in Turkey, was chosen. Within the scope of this study, carbon emission, which is one of the global problems, was examined within the framework of the ISO 14067-ISO Product Based Carbon Footprint (CF) standard by examining the production of a textile company, and the results were analyzed in detail. The main innovation of this article is to follow all stages of the fabric called Tricia, which is the most produced product in the textile industry, from its entry as fiber to its exit as fabric in the factory, and to calculate and analyze the amount of carbon that is released into nature. The dynamic and experimental results showed that it was determined that 6.00 tons of carbon dioxide carbon were released in the time it took for the fabric to go to the sewing room as a fabric. Full article

The numerous organisations voicing their concerns show that concern for the environment has increased compared to earlier times. This study aims to investigate the relationship between green brand innovation and green perceived value, along with its impact on green brand loyalty within the Ethiopian banking sector. Based upon previous research, this study delves into the distinctions between innovation and innovativeness, exploring their respective influences on brand loyalty. Additionally, this study introduces the roles of green perceived value as a mediator and consumer green knowledge as a moderator in shaping green brand loyalty. To assess the conceptual model, a survey was conducted using convenience sampling among 600 customers using internet banking services across nine reputable banks. This approach aimed to capture a representative sample for the conceptual model. Subsequently, data analysis was performed using a structural equation model (SEM). The results indicated that consumers’ perceptions of green value have indirect effects on green brand loyalty and direct effects on green brand innovation. In addition, green knowledge moderates the relationship between green brand innovation and green perceived value in a significant way. Therefore, in order to increase customer loyalty to green brand innovations, organisations should focus on improving consumers’ environmental literacy and cultivating positive attitudes towards green businesses. Full article

With the in-depth promotion of the “double carbon” strategy, the effectiveness of the green and low-carbon transition is not only fundamental to breaking the environmental shackles of domestic economic development, but is also an inevitable choice for Chinese enterprises to participate in international economic cooperation in the context of global climate change. However, the relationship between green low-carbon transition effects and outward foreign direct investment (OFDI) has not been adequately studied, and the transmission mechanism is not yet clear. Based on the above research gaps, this study made an empirical analysis on how carbon emissions efficiency affects companies’ OFDI using the OFDI data of China’s A-share-listed companies and matching carbon emissions efficiency data with the cities where listed companies are located, from 2007 to 2019. This study found that carbon emissions efficiency increases the possibility of OFDI, and carbon emissions efficiency significantly expanded the scale of OFDI through reducing financing costs and improving technological innovation, and the regression results are all significantly positive at the 1% level. We used ventilation coefficients as the instrumental variable, and the 2SLS results showed that this correlation is still robust. The heterogeneity analysis found that the role of carbon efficiency in promoting OFDI is more prominent for SOEs, large companies, clean companies and companies in competitive markets. In addition, financial development can positively moderate the influence of carbon emissions efficiency on OFDI, and carbon emissions efficiency deepens the embeddedness of the investment market compared to the degree of diversification of the corporate OFDI market. This research deepens the theoretical study on the factors of China’s OFDI, and provides insights for the government to coordinate carbon emissions efficiency and OFDI growth to achieve sustainable development. This study proposes continuing to promote clean production enterprises to shape their own sustainable development advantages, continuing to optimise the market environment and talent development environment, grasping the financing policy and technical support of the two important means, and accelerating the internationalisation of self-owned brands. These are the urgent priorities in driving Chinese enterprises to ‘go global’. Full article

Drawing on the literature on green innovation, recycling, digitalization, and human associative memory (HAM) theory, this study applies the concept of product transformation salience (PTS) to the context of green consumption, investigating how PTS affects consumer green purchase intention. This study also examines a mediating variable (perceived green brand coolness) and a moderating variable (consumer traceability knowledge) that are related to green innovation and green skepticism. Three experimental studies were used to test our proposed hypotheses. Our results demonstrate that presenting PTS leads to higher green purchasing intentions compared to conveying a general green message without PTS information. Furthermore, perceived green brand coolness partially mediates the relationship between PTS and purchase intention, indicating that PTS enhances brand coolness and purchase intention more strongly. Moreover, when consumer traceability knowledge is high, the presence of PTS leads to greater purchase intentions than when PTS is absent. Alternatively, when consumer traceability knowledge is low, a general green message increases green purchase intentions. Our findings have significant implications for successfully implementing green communication strategies and promoting green and digital transformation. Full article