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Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successf...
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... friendly materials, reduction of paper usage and carbon emissions 46, creating public awareness and actions toward waste reduction 47 and educating people about sustainable products benefits 48 all together increase company strategy visibility and the chances for buying environmentally-friendly brands. Various sustainable marketing activities that can improve and strengthen brand image and marketing performance are presented in Figure 2. Moreover, marketing strategy must be allied with overall business strategy. ...
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Providing deep and memorable experience to the consumers-in various manners and through all channels possible-is undoubtedly amongst the key factors for success in contemporary markets. Moreover, companies need to consider the trends of gamification, person-alization, eco-living as well as the extremely short life-cycle of their products. In this c...
Purpose
This paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual contexts.
Design/methodology/approach
The design offers a structured advance in lyrical qualitative research and the complementary third alternative to story and drama...
Citations
... La industria ha empezado a adaptarse también a dicha corriente, sacando al mercado productos sostenibles que buscan reducir su impacto negativo en el entorno (Maxwell & Van der Vorst, 2003). Con ello se puede lograr, por un lado, que el cliente tenga sus necesidades satisfechas y, a la vez, que consuma en consonancia con sus valores personales, haciendo que la fidelidad consumidor-marca sea más duradera (Grubor & Milovanov, 2017). Por otro lado, las expectativas de crecimiento de sectores sostenibles son evidentes en el corto plazo, pues el consumidor tiene un mayor sentimiento de responsabilidad y es consciente de los beneficios de estos productos y del impacto que su decisión de compra puede tener (Transparency Market Research, 2023). ...
... Además, las organizaciones deben ser capaces de difundir su mensaje a través de sus productos, promover una imagen de marca sostenible y respetuosa y, sobre todo, ser sensatos con los valores a promover. De esta manera, conseguirán fidelizar al cliente al ser identificados con la marca (Grubor & Milovanov, 2017). Aunque las encuestadas creen que el greenwashing es recurrente, LACCONE-CARIGLIA A. et al. «Perfil financiero, características socio-demográficas y concienciación del consumidor: impacto en la decisión de compra de productos de cosmética sostenible» Pag. ...
... Además, las personas se sienten bien al consumir productos sostenibles, reforzando la idea de que fomentan la preservación del medioambiente y sientendo satisfacción al comprarlos, al ver reflejados sus valores personales en estos productos. Esto supone un positivo y si las empresas aprovechan esta unión entre valores, personas y consumo, conseguirán un público fiel (Grubor & Milovanov, 2017). Para finalizar, se ha podido ver la importancia que está cobrando la sostenibilidad hoy en día, con una corriente de consumidores sostenibles que buscan su bienestar y el de su entorno. ...
El objetivo de este artículo es analizar cómo afectan las características y percepciones del consumidor en la compra de cosmética sostenible. Para ello, se realiza una encuesta y contrastes t-Student y ANOVA. Se observa que las personas encuestadas están concienciadas, pero no compran productos sostenibles debido a su situación financiera y falta de información; y, aunque conocen las campañas de greenwashing, seguirían manteniendo sus hábitos. Se recomienda a las empresas innovar y fomentar la transparencia informativa en sus productos.
... Recognising that several researchers linked to services, namely, sport [31,32] and nautical tourism [5,6], consider that service quality and customer satisfaction are antecedents of behavioural intention, this investigation strives to fill a gap identified in the state of the art, since there are no studies strictly linked to nautical sports that assess the antecedents of behavioural intention. On the other hand, in a highly competitive market, customer loyalty plays a crucial role in both market growth strategy and promoting sustainable consumption attitudes and behaviours [33,34]. Thus, this study highlights the importance of service quality and customer satisfaction in influencing users to repeat their consumption experience at a specialised nautical sports centre that provides kitesurfing practice and training in Viana do Castelo, Portugal. ...
In this study, the relationship between service quality, customer satisfaction, and behavioural intention is investigated within a specialised nautical sports centre that offers kitesurfing in Portugal. Using a path analysis model, this study aims to evaluate the effect of the dimensions of service quality on satisfaction and behavioural intention, as well as the effect of satisfaction on the customer’s behavioural intention. According to the results, customer satisfaction is influenced directly by service quality dimensions such as responsiveness, assurance, empathy, and tangibility. This, in turn, positively impacts their behavioural intention to make future purchases. The responsiveness dimension directly affects behavioural intention, while empathy contributes to it indirectly through customer satisfaction. This study addresses a gap in current water sports research by examining the antecedents of customers’ behavioural intention, for the first time, to a nautical sports centre, deriving important managerial implications. Thus, to increase customer satisfaction and increase the likelihood of repeating their experience, it is advised that the sports centre implement clear work procedures, offer training to staff on responsiveness and empathy, and regularly gather feedback from customers to facilitate continuous improvement of their service design.
... It is knowledge and access to it that is a powerful tool for change (Grubor & Milovanov, 2017). Teachers play a key role in education and in the transformation of schools and therefore the entire society (Ferreira et al., 2007). ...
The article deals with ecological awareness and consumer behaviour. The aim of the article is to examine a cohort of students at the University of Economics in Bratislava, specifically students of the Faculty of Commerce, in the context of ecological behaviour. In the article, we focus on (1) identifying the perceived importance and motivation for Deposit Refund System (DRS) in the context of the student's gender and educational level. We also examine the connection between perceived importance and motivation for DRS. In our work, we use primary research, which we evaluate with the help of statistical methods. The results indicate that gender has a significant effect on the perceived importance of the DRS, but a university degree does not. Within the framework of perceived motivation, the investigated factors did not have a significant impact. It can be concluded that there is a link between the importance and motivation for DRS in the studied cohort. The results can be used to raise ecological awareness.
... This society is increasingly influenced in its consumption behavior by modern technologies, new modern concepts and challenges. The current topics that influence the consumer behavior of individuals undoubtedly include the issue of ecology, sustainability and a healthy lifestyle (Rutkowska et al., 2020;Ober & Karwot, 2022;Pícha & Navrátil, 2019;Grubor & Milovanov, 2017). The recent Covid-19 pandemic has shown changes in consumer behavior across different markets (e.g. ...
The issue of regional product brands is still a relatively unexplored topic, however, it has recently been gaining popularity among researchers. This scientific article focuses on the question of brand awareness of a selected regional producer from the syrup segment. The article also contains the results of qualitative marketing research focusing on the analysis of students' attitudes and preferences towards the examined regional brand. The questionnaire survey was implemented using the CAWI method and took place in the period from March to May 2022. During the period under review, the answers were obtained from a total of 303 student respondents. The main research question of this article is whether there is a dependence between selected socio-economic indicators (gender, income and size of residence) of the respondents and knowledge of the examined regional brand of the producer from the Liberec region. Based on the research question posed in this way, three sub-hypotheses were subsequently established that focus on verifying the dependencies between selected socio-economic indicators and knowledge of the brand of the regional manufacturer. The statistical software IBM SPS Statistics was subsequently used for data calculation and analysis. As part of testing the hypotheses, a statistical method called Pearson's chi-square test and descriptive statistics tools were used. Based on the statistical calculations made, dependence was proven in the case of the first two of the mentioned socio-economic indicators. The outcomes are continuously commented on in the results section. The last part of the article is dedicated to discussion and drawing additional conclusions.
... Thus, some people have a negative attitude toward buying products from companies attempting to practice sustainability [9]. Although some fashion companies have made efforts in their business strategy regarding sustainability, there is still a large gap between consumer education regarding sustainability and how these companies can collaborate with consumers to be more sustainable [10]. Thus, this demonstrates the need to understand what consumers know and how we can educate them to take sustainable actions. ...
Growing awareness and concern about sustainability worldwide has drawn attention to the sustainability practices of the textile and apparel industry and its consumers. In particular, educating consumers about sustainability becomes more important as it can increase their sustainability awareness and prompt action. Therefore, based on the transformative learning theory, this study was designed to explore the current knowledge of sustainability of Generation Z fashion consumers by observing and analyzing a focus group discussion. A qualitative research method was used, twenty participants in four focus groups participated, and two activities were implemented during the focus group sessions in this study. A thematic analysis was used to interpret the qualitative transcribed data. Five themes emerged from the focus group discussion, including Normalizing Customer Activism, Short-Sighted Actions, Story Sharing with Others, Filling the Information Gap, and Challenging but Not Impossible. The results show that consumers have a limited understanding of sustainability, i.e., they are primarily concerned about the environmental aspect of sustainability. However, the knowledge and discussion extracted through video and website browsing led to transformative learning among the participants, thereby changing their understanding of sustainability from a predominantly environmental perspective to one that encompasses social aspects. In addition, after this learning process, fashion consumers can perceive sustainability more holistically as a balance of the three aspects of sustainability. The findings of this study can be applied to inform educational programs and create opportunities for reframing marketing strategies by leveraging various technological platforms.
... Atualmente, além de venderem o seu produto, as marcas vendem causas e missões que defendem (Baalbaki & Guzmán, 2016). Os consumidores estão muito cientes do nível ecológico e de responsabilidade social que uma marca deve ter e percebem isso como promotor de reputação (Grubor & Milovanov, 2017); como tal, a indústria da restauração tem seguido a tendência, tornando-se mais ecológica (Atzori et al., 2018). (Coffee and Farmer Equity) que asseguram a produção do café de forma responsável do ponto de vista ambiental, social e económico (Starbucks, 2021). ...
A marca tem-se tornado cada vez mais um ativo vital para o sucesso das empresas. Neste sentido, identificar as dimensões que incrementam o seu valor – Brand Equity - tornou-se um dos maiores desafios e interesses de todos aqueles que se envolvem no estudo do comportamento do consumidor. Esta investigação analisou o caso da marca Starbucks em Portugal, considerada a principal empresa do setor da cafetaria, encontrando-se dividida em dois estudos. O Estudo 1 objetivou compreender o posicionamento da Starbucks, na perceção dos/ as consumidores/as portugueses/as, relativamente a outras marcas de cafetaria. O Estudo 2 intentou perceber os significados atribuídos pelos/as portugueses/as à marca Starbucks e testar um novo modelo de Brand Equity para a marca. O Estudo 1 permitiu verificar que a Starbucks se distingue das demais marcas do setor por deter elevadas pontuações de “Estatuto” e “Preço/ Qualidade/ Sustentabilidade”. O Estudo 2 indicou que os significados atribuídos à marca se distribuem por três categorias: Caraterísticas intangíveis da marca, Imagem/ Logótipo e Produtos. As palavras que os consumidores mais mencionaram, quando pensam na marca Starbucks, foram: café, caro, EUA, copo e saboroso. Os preditores do Brand Equity da Starbucks foram as variáveis Brand Love, Lealdade e a Sustentabilidade. Concluiu-se que o valor da Starbucks, na perspetiva do consumidor português, se encontra em ativos intangíveis, capazes de a diferenciar de ofertas semelhantes e de lhe conceber uma vantagem extra. Deve-se, portanto, investir em políticas de Responsabilidade Social Corporativa, relacionadas com a sustentabilidade, devido ao seu peso na tomada de decisão do cliente, que se sente ética e emocionalmente responsável por ajudar e se associar a causas que beneficiem a sua própria imagem.
... The relationship between brand image and consumer patronage has been widely researched and established in the extant literature [66]. Organizations that practice socially and environmental-friendly activities may provoke consumers' perceptions, which help to boost a sustainable brand image [67]. Li et al. [68] researched the impact of green marketing strategies on customers' intentions. ...
Responsible sustainable consumer behavior might serve as a complex pattern of social and environmental issues, consistent with the perspective of sustainability as a construct with both social and environmental pillars. Anchored on signaling theory and attribution theory, this study seeks to unearth a hitherto unexplored mechanism that might translate sustainability marketing into elevated responsible sustainable consumer behavior through the mediating role of brand image. Besides, this study aims to examine the impact of corporate social responsibility, as an intervening variable, to underpin the association between sustainability marketing and brand image. This study analyzes data from five-star and four-star hotel customers using SmartPLS SEM (v 4.0). The findings support our hypotheses that a hotel’s brand image mediates the relationship between sustainability marketing and responsible sustainable consumer behavior. In addition, hotels’ engagement in corporate social responsibility activities moderates the link between sustainability marketing and brand image, such that the association is stronger (weaker) at higher (lower) levels of corporate social responsibility. This study explores the boundary conditions of the sustainability marketing–responsible sustainable consumer behavior link. Hotels can foster responsible sustainable consumer behavior by executing sustainability marketing and engaging in corporate social responsibility activities.
... Researchers regard it as a more ethical form of business that advances without straining the environment and still meets the needs of present and future generations. Grubor & Milovanov (2017) define sustainable business as "the process of planning, implementing, and controlling the development, pricing, promotion, and distribution of products in a manner that meets the following three criteria (1) customer needs are met, (2) organizational goals are achieved, and (3) the process is following the ecosystem". Sustainable business requires a long-term orientation on relationship building rather than the conventional short-term focus on transactions in modern business. ...
... Consumers' interest in choosing alternative environmentally friendly products has increased drastically, accompanied by their expectations of improving entrepreneur services. Although there is an attitude-behavior gap, there is an inconsistency between consumer attitudes and buying behavior (Grubor and Milovanov, 2017). Any indoctrination cannot mislead Maury (2018), the new generation of consumers. ...
A sustainable business strategy is inevitable for 21st-century businesses. Consumers expect MSMEs to adopt sustainable strategies but realizing one's needs is the only impetus for any consumer. Thus, there is a gap between business sustainability practices and consumer expectations. This research identifies strategic sustainable business strategies to be integrated into business practices. This type of research uses exploratory qualitative methods. The type of data is primary data which is a direct answer from the informant. The data collection technique uses an interview method. The sampling design used non-probability sampling (snowball). The analysis technique is through data collection, data reduction, data presentation, and concluding because it can explain, assess, and visualize superior MSME empowerment modeling. The results of this study indicate that four strategies can be applied by MSMEs, including New vs. returning visitors, Bounce rate, Abandonment rate, and cost per conversion. The results of this study can contribute to the development of a technology-based sustainable business strategy which is expected to become the primary role model in increasing the competitiveness of MSMEs. Keywords:business strategy, competitiveness, capability, digital, sustainability
... Whether an organization adopts the macro or micro perspective, it still has to radically transform its entire business model in order for its sustainable marketing strategies to be effective. Such a transformation in the traditional business model is tricky as it must be achieved without conceding consumers' expectations (Grubor & Milovanov, 2017). Ideally, to achieve business goals, the marketing function should not operate in a siloed manner. ...
This research aims to explore the relationship between marketing and sustainability in companies operating in Egypt by assessing the nature of the involvement of the marketing function in sustainability practices. An exploratory study was deployed by interviewing the representatives of 10 companies and analyzing the sustainability reports of these companies. Purposive criterion sampling was applied to select companies which were guaranteed to be implementing sustainability practices and reporting on them. The findings of the study indicated that the marketing function of companies operating in Egypt only gets involved with sustainability practices that concern consumers. Furthermore, the findings of this study augment current literature on understanding the relationship between CSR and sustainability. This study showcases how CSR is evolving and shifting with the advent of the sustainability concept.KeywordsSustainabilityCSRSDGsSustainable marketing
... The results indicated that students from higher education institutions do have sustainability knowledge, but it is not reflected in the approach they adopt through sustainability attitude, and is least observable in actions they take through sustainability behaviour (Table 2). These findings confirm the previous results, that is, the gap among knowledge, attitude and behaviour (Grubor and Milovanov, 2017) exceeds that of sustainability attitude and behaviour (Geiger et al., 2018;Msengi et al., 2019). Therefore, it is essential to realize that raising sustainability knowledge is the first fundamental step of sustainable development. ...
The persistent environmental problems and the growing difficulty to achieve sustainable development require a re-evaluation of person’ sustainable knowledge, attitude, and behaviour. To go to where we want to go, we must first assess where we are now. The study investigated the level of sustainability consciousness of students in India, and sustainability consciousness was expressed in sustainability knowledge, attitude, and behaviour. Sustainability consciousness was further examined using the three dimensions, such as environment, society, and economy. By drawing the perception map of students and studying the role of the locus of control, the reasons why sustainability knowledge does not appear in sustainability behaviour were analyzed. Quantitative analysis was conducted for a sample of 205 students from higher educational institutions across central India (Madhya Pradesh) from January to March in 2022. The data were analyzed using the SPSS 26 and Smart Partial Least Square (PLS) 3.0. The research revealed that sustainability attitude impacts sustainability behaviour more than sustainability knowledge. The results showed that respondents’ sustainability knowledge is higher than their sustainability attitude and behaviour. Moreover, it was discovered that economic concerns can lead to sustainability behaviour. In order to study respondents’ behaviour regarding sustainability consciousness, the study divided respondents into two groups according to the locus of control: the internal and external locus of control. It was found that most respondents thought whatever happened around them was beyond their control. Further, the locus of control influenced sustainability behaviour in groups with the internal locus of control. The study helps to explain why sustainability knowledge and attitude cannot translate into sustainability behaviour and provides a basis for achieving sustainable development. The conclusions of this study are crucial for governments, educational institutions, and organizations that empower youth to change their behaviour.
