Green marketing strategies

This chapter presents the fundamentals of “green” marketing by drawing on traditional marketing theory as well as researchfocused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketingtheory and practice that examines the logic for reducing the environmental impact of value creation and exchange. The second criticalarea highlights green marketing strategy that focuses on achieving organizational goals in ways that can reduce or eliminate negativeimpacts on the natural environment. The third critical area examines the green marketing mix that accounts for green products, greendistribution, green pricing, and green promotion. By using traditional marketing concepts, the chapter identifies how the entiremarketing mix elements should consistently provide a complete green product offering. Green products and processes need to beresearched, designed, and manufactured to include environmentally safe ingredients and components. Products need to be strategicallypriced to reflect their green values, distributed in the green chain channels and displayed effectively to highlight their status, and accuratelycommunicated to consumers and stakeholders. The fourth critical area illustrates governance and control. It shows how theholistic transformation toward greening the organization requires organizational culture change to gain support within and outside thefirm to ensure environmental issues are appropriately considered. These can be assessed by using existing management mechanisms,such as environmental management systems and/or triple bottom line management, which ensure best practice and continuousimprovements to occur. Lastly, the chapter discusses the future of green marketing and the direction that businesses need to take if theyseek to be sustainable.

A PAL1 gene promoter-green fluorescent protein reporter system to analyse defence responses in live cells of Arabidopsis thaliana

Arabidopsis thaliana ecotype Columbia-0 was transformed with a green fluorescent protein (GFP) gene under control of a phenylalanine ammonia-lyase (PAL) promoter. PAL is a key enzyme of the phenylpropanoid pathway and is induced to high levels during plant stress. Constitutive expression of PAL1 promoter-controlled GFP occurred in vascular tissues within stems, leaves and roots and in developing flowers. PAL1 promoter–GFP expression was examined in leaves of transgenic plants subjected to an abiotic elicitor, mechanical wounding or to inoculation with the pathogens Pseudomonas syringae pv. tomato or Peronospora parasitica. Wounding of leaves and treatment with an abiotic elicitor and compatible interactions produced low to moderate levels of GFP. However, in incompatible interactions there were high levels of GFP produced. In incompatible interactions, the intensity of GFP fluorescence was similar to that produced in transgenic plants expressing GFP driven by the CaMV promoter. The bright green fluorescence produced in live cells and tissues was readily visualised using conventional fluorescence microscopy and was quantified using spectroflourometry. This is the first report of the use of GFP as a reporter of defence gene activation against pathogens. It has several advantages over other reporter genes including real time analysis of gene expression and visualisation of defence gene activation in a non-invasive manner.

Feel blue? Touch green! Participation in forest/woodland management as a treatment for depression

Recent research by a team from Deakin University explored the health and wellbeing benefits of civic environmentalism – voluntary communal actions undertaken to promote ecosystem sustainability, typified by membership of a ‘friends of parks’ group. The research confirmed what was known intuitively: that belonging to such a group and undertaking the activities associated with such a group exposes people not only to the benefits of the natural environment, but also to other people and to opportunities to make a contribution which is socially valued.

On the basis of those findings, a pilot project involving intentional engagement of people suffering depression and related disorders in supported nature-based activities in a woodland environment is being implemented and evaluated. This article reports on that project and discusses the implications of its findings to date, and the findings of the three earlier projects, both for urban woodland/forest managers and for the health sector.

As this contribution indicates, there appears to be potential for the use of civic environmentalism to promote health, wellbeing and social connectedness for individuals and the wider population, as well as for groups with identified health vulnerabilities. However, the realization of the benefits of such an approach will be dependent on co-operation between the environment and health sectors to create and promote opportunities for increased civic environmentalism, and to identify and address the barriers to their effective use.

The case for selective ICT outsourcing : it`s easier for "green field" sites

This paper examines published research on Information and Communications Technology (ICT) Outsourcing and uses this as a framework through which to examine the delivery of ICT services at the South West Alliance of Rural Hospitals, an environment not without challenges. Right from the beginning the CIO appointed to the Alliance decided to address these challenges by implementing a high speed telecommunications network to reduce the costs of data, voice and video communications within the Alliance. The emergence of the truly virtual health care network in Victoria’s South West supported by external service providers but managed by a small yet powerful central ICT team holds a number of useful lessons for the delivery of services in start up cooperative organizations, particularly regional, rural and remote (R3) organizations.

'Green' treatment of acid mine drainage - a step towards sustainability

Sustainability is becoming increasingly important in the mining and mineral processing industries and must incorporate the associated waste products. Acid mine drainage (AMD) is one such by-product and is one of the most serious environmental problems facing the minerals industry today. The oxidation of sulphidic mine wastes often continues for a substantial period of time after mine closure, resulting in difficult and costly remediation and rehabilitation works. Mining companies are often reluctant to spend increasing amounts of money on waste treatment when the mine life is limited or even finished. Hence a simple, low maintenance and low-cost method of treating AMD is required. Whilst this paper does not address the issue of AMD, it does propose methods for removal of individual species from AMD with potential benefits, including raising AMD pH.

A novel concept of using biosolids as a biological adsorbent, or ‘biosorbent’, of metals from AMD is being investigated at a laboratory/pilot scale level. Biosolids are a by-product resulting from the biological treatment of wastewater, and have been previously shown to adsorb metals from aqueous solutions. This could lead to an environmentally sustainable or ‘green’ method for treating both AMD discharges and disposing/reusing the biosolids.

The result of a laboratory-scale study of the biosorption of Zn(II) is presented in this paper. Physical parameters including reaction kinetics, mixing speed and solution pH were investigated. Solution pH also rose an average of 2 pH units over the 24 hour equilibrium time – a valuable side effect when treating acid mine drainage. The outcome of the study highlights the usefulness of biosolids as a biosorbent for the removal/recovery of metal ions from acid mine drainage. A simple, low-cost treatment technology requiring low maintenance would be beneficial to the mining industry to address some issues relating to AMD and would help integrate environmental and economic considerations into sustainable environmental management.

The influence of marketing logistics networks on organisational performance in Australia and New Zealand

Predictions concerning the influence of traditional and online marketing logistics network competency on organisational performance were tested via structural equation modelling employing a sample of Australian and New Zealand companies. The study finds a significant influence of the use of traditional marketing logistics networks on organisational performance, but that the use of the Web in this regard is yet to have such an influence.

Salvage material logistics management for building demolition project

Building demolition imposes substantial environmental impacts. In particular, large amount of demolition wastes are disposed to landfills. A solution to ease the situation is to maximally reuse and recycle waste building material. Management philosophies such as Just-in-time are applied into demolition project management in order to promote reuse and recycling of demolition wastes. Transportation logistics, widely applied in the manufacturing industry, is ideal to be adopted into demolition projects to optimise waste material production, inventorying, and transportation. In particular, it enables right types and amounts of dismantled building materials to be transferred to right location, and at right time, as required by material demanders. Consequently, waste reuse and recycling can be facilitated. Furthermore, logistics management helps the demolition project team to reduce cost, shorten project duration, and satisfy material demanders. Transportation planning concerns thorough preparation technically and managerially on the demolition site for transportation activities. Information exchange is playing a significant role in delivering and sharing information among project participants, including building owner, demolition project team, potential material demanders, and transporters. This research paper aims to identify the role of transportation logistics in a building demolition project and to analyse inventory control, transportation, and various technical aspects of logistic management for demolition wastes.

Carbon dioxide levels and ventilation strategies in 'green' office buildings

Energy efficient office buildings are intended to provide a comfortable and healthy environment for their occupants as well as reducing the energy consumption of the building. They are often designed as "showcase" buildings illustrating the potential for savings through some innovative design technology. But do such buildings actually deliver the desired energy savings and satisfactory comfort conditions for occupants? Measurements of a "green" University campus building in Victoria, Australia, designed with an innovative fabric energy storage system, demonstrate that the ventilation system is not providing acceptable indoor air quality conditions. The design strategies used to reduce energy consumption have had negative consequences on the air quality of the building. Insufficient fresh air is being drawn into the building leading to an excessive build up of carbon dioxide. It is recommended that monitoring systems need to use a wider range of measurements than temperature alone to guarantee good quality indoor air and working conditions and that commissioning of buildings should include adequate monitoring of the operational performance of the building. Designers need to be made aware of the potential consequences of their decisions when attempting innovative energy-efficient designs.

Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green intention

Research indicates that the environment has had a definite impact on consumer behaviour whereby suggesting to target consumers according to their environmental beliefs. This study investigated the consumers' green purchase behaviour using price and quality attributes as contributors to the formation of purchase intention. It attempts to construct a model that may facilitate the better understanding of green consumers' market segments through the use of an intelligent soft computing model. The model is designed to incorporate knowledge, beliefs, demographic profiles and situational variables. This potentially provides a more direct method for companies to gauge consumers' intention to purchase green products. The results showed strong preference for companies to place higher priority on reducing pollution than on increasing profitability. It highlighted different clusters that demonstrate various levels of the strength of intention to purchase and market segment profiles.

Green decisions : demographics and consumer understanding of environmental labels

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.

Prevention of type 2 diabetes in a primary health care setting interim results from the Greater Green Triangle (GGT) Diabetes Prevention Project

Although clinical trials have shown that lifestyle modifications reduce the risk of type 2 diabetes, translating lessons from trials to primary care remains a challenge. The aim of the study was to evaluate efficacy and feasibility of primary care-based diabetes prevention model with modest resource requirements in rural Australia. Three hundred and eleven subjects with at least a moderate risk of type 2 diabetes participated in a combined dietary and physical activity intervention. Clinical measurements and fasting blood samples were taken at the baseline and after intervention. After 3 months intervention, total (change −3.5%, p < 0.001) and LDL cholesterol (−4.8%, p < 0.001) plasma levels as well as body mass index (−2.5%, p < 0.001), weight (−2.5%, p < 0.001), and waist (−1.6%, p < 0.001) and hip (−2.7%, p < 0.001) circumferences reduced significantly. A borderline reduction was found in triglyceride levels (−4.8%, p = 0.058) while no changes were observed in HDL cholesterol (+0.6%, p = 0.525), glucose (+0.06%, p = 0.386), or systolic (−0.98%, p = 0.095) or diastolic (−1.06%, p = 0.134) blood pressure levels. In conclusion, a lifestyle intervention improved health outcomes – especially obesity and blood lipids – in a population at high risk of developing type 2 diabetes. Our results suggest that the present model is effective and feasible to carry out in primary care settings.