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Green Marketing in Healthcare Advertising: A Global Perspective
Abstract
The evolving landscape of healthcare marketing, integrating green marketing principles has become crucial for advancing sustainability and ethical practices. The chapter explores the intersection of green marketing and the healthcare sector, emphasizing how sustainable marketing strategies can enhance environmental responsibility and improve organizational outcomes. By examining innovative approaches and case studies, the chapter highlights how healthcare organizations can adopt eco-friendly practices to promote their services while reducing their environmental footprint. Key topics include the adoption of sustainable innovations, the role of ethical marketing in fostering trust, and strategies for implementing green practices effectively. Through this analysis, the chapter aims to provide actionable insights for healthcare professionals and marketers seeking to align their promotional efforts with environmental and ethical standards. The focus is on demonstrating how green marketing can drive positive change and contribute to the broader goal of sustainable development in healthcare
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In recent years, environmental sustainability has become a top priority in international politics and a vital driver of innovation. Green product companies are growing rapidly as consumers show more interest in environmentally friendly products. This study analyzes the impact of green marketing on customer purchase intention and how environmental knowledge moderates this relationship. Understanding how customers' environmental understanding influences their response to green marketing can help marketers and companies develop effective sustainability-focused marketing strategies The influence of environmental information and green marketing on consumer purchase intention is not clear. This study examines how environmental information and green marketing affect customers' purchase intentions. The study used a quantitative research design and collected data from 251 users of green products. The results show that Social Influence, Environmental Concern, Subjective Norms, and Perceived Green Control have a positive and significant effect on green purchase intention (GPI). Additionally, the results indicate that environmental knowledge moderates the relationship between GPI and Green Purchase behavior (GPB). This study provides valuable insights for green marketers and businesses by exploring the link between environmental understanding, green marketing, and customer purchase intention. It examines the complex relationship between green marketing, environmental understanding, and customer behavior to help marketers gain a better understanding of sustainability-focused marketing.
Healthcare as a dynamic and complex industry requires marketing to achieve business goals and improve the well-being of society. Transformations in the environment, increased competition, changes in consumer behavior force organizations to adapt to the altered landscape. In this regard, marketing plays a pivotal role in defining consumers' attitudes, motivations, and perceptions, building relationships with stakeholders, developing a strategy, and creating value. Moreover, the aging population, chronic diseases, prolonged pains and disabilities, poverty and poor health conditions, and lack of reliable medical services cause an increased burden not only on the healthcare system but also on the economy and society in all counties. Sustainable Development Goals aim to solve the pressing challenges facing the world. The objectives of this chapter are to discuss healthcare marketing in light of the twin transition: sustainability and digitalization. The chapter illustrates sustainable healthcare marketing opportunities in relation to digital advancements including ChatGPT.
This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.
Purpose
This study aims to investigate the relationship between transformational leadership style and factors of employees’ reactions towards organizational change in the telecommunication sector of Pakistan. Furthermore, to understand the importance of followership it has been analyzed as a moderating variable in the relationship between transformational leadership style and factors of employees’ reactions.
Design/methodology/approach
A mixed methods study design was applied to investigate the factors underlying the phenomenon of transformational leadership and organizational change. A quantitative research design was followed by qualitative research questions to get more in-depth insights into the used relationships. The primary purpose of the qualitative study design was to support and strengthened the results of the main quantitative research design.
Findings
The results of the study showed that transformational leadership style was positively related to all three factors of employees’ reactions (frequency of change, trust in management and employees’ participation) towards organizational change. Moreover, followership has a significant effect on the relationship between transformational leadership style and factors of employees’ reaction.
Practical implications
This study suggests that for successful implementation of change in organizations, the employees play an important role and that managers with transformational leadership behaviour play a critical role in shaping positive change reactions. This study also highlights that both transformational leadership and followership are essential elements in shaping recipients’ reactions, with active followers contributing to the role of leadership in the change process.
Originality/value
This study is the first attempt specifically in Asian context to highlight the role of followership as a moderating variable in leadership theory in the organizational change context.
Research dealing with various aspects of* the theory of planned behavior (Ajzen, 1985,
1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is
found to be well supported by empirical evidence. Intentions to perform behaviors of different
kinds can be predicted with high accuracy from attitudes toward the behavior, subjective
norms, and perceived behavioral control; and these intentions, together with perceptions of
behavioral control, account for considerable variance in actual behavior. Attitudes, subjective
norms, and perceived behavioral control are shown to be related to appropriate sets of salient
behavioral, normative, and control beliefs about the behavior, but the exact nature of these
relations is still uncertain. Expectancy value formulations are found to be only partly
successful in dealing with these relations. Optimal rescaling of expectancy and value
measures is offered as a means of dealing with measurement limitations. Finally, inclusion of
past behavior in the prediction equation is shown to provide a means of testing the theory*s
sufficiency, another issue that remains unresolved. The limited available evidence concerning
this question shows that the theory is predicting behavior quite well in comparison to the
ceiling imposed by behavioral reliability.
I present a structural empirical model of collective household labour supply that includes the non-participation decision. I specify a simultaneous model for hours, participation and wages of husband and wife. I discuss the problems of identification and statistical coherency that arise in the application of the collective household labour supply model. The model includes random effects and it is estimated using a panel data set of Dutch couples. The estimates allow me to check the underlying regularity conditions on individual preferences and to obtain estimates of the sharing rule that governs the division of household income between husband and wife. Copyright © The Author(s). Journal compilation © Royal Economic Society 2009.
Early marriage, defined as marriage occurring before the age of 18, has significant health implications that affect individuals throughout their lives. Based on life course approach, this chapter investigates the health risks associated with early marriage, emphasizing both immediate and long-term consequences. It highlights increased vulnerability to various health issues, such as higher rates of maternal and infant complications, chronic illnesses, and mental health disorders. Additionally, the chapter explores the interplay between socio-economic factors and health outcomes, revealing how these factors exacerbate existing disparities and restrict access to healthcare services. Through an examination of current research and case studies, this chapter provides a comprehensive overview of the health challenges associated with early marriage and offers recommendations for strategies to mitigate these risks. By addressing these issues, the chapter seeks to contribute to a deeper understanding of the broader implications of early marriage on individual and public health.
Healthcare, and in particular, clinical laboratories, are major contributors to carbon emissions and waste. Sustainability in healthcare has shifted from an environmental concern towards a holistic definition that includes balancing socio-ecological and socio-technical systems, including health services effectiveness and cost efficiency. Digital transformation can reduce waste and the cost of services by enhancing effectiveness while maintaining quality. Digital health interventions can provide personalized patient-centered care on a global scale and include decision support systems that have the potential to improve the performance and quality of healthcare. The right interfaces must be used so that the advantages of going digital are felt throughout the health system: a successful and sustainable implementation of digital innovation depends on its integration into a functional health ecosystem. Telehealth has the potential to reduce carbon emissions due to the reduced daily commute of health professionals, although research is limited. Recently, economic models have changed from the linear "take-make-dispose" to circular models based on recycling and upcycling that have the goal of keeping products, components, and materials at their highest utility and value. The previous linear models threaten human health and well-being and harm natural ecosystems.
Aims
Nutritional support is used frequently in Singapore’s healthcare settings, but limited research has been published on how it is financed. This paper aims to provide a narrative review on the financing of nutritional support in Singapore for acute care, step-down care, intermediate and long-term care (ILTC), community and home settings.
Methods
A structured search strategy was applied to available electronic databases using selected search terms, with additional reports and grey literature identified using iterative searches.
Results
A limited number of publications were found via electronic databases. The majority of publications were from governmental reports/ press releases, and healthcare organizations’ websites. While funds are available via MediSave, MediShield Life, MediFund, and various other schemes, they may not be sufficient for individuals on long-term nutritional support.
Conclusions
More funding sources for nutritional support are urgently required for patients in ILTC. Means-testing mechanism and targeting may need to improve to ensure access to financial assistance for nutritional support and prevent poorer outcomes and higher medical costs. Medical providers, dietitians, pharmacists and social workers play a role in determining need, prescribing and accessing nutritional support for optimal care of individuals in hospitals and ILTC. Future policies will need to address the issues of access to nutritional support in the elderly and low-income populations.
This paper aims to assess how diffusion of Virtual Reality (VR) technology is taking place and identify potential barriers to increased adoption. This is done by utilising Social Media Analytics to collect a data set covering an empirical material of 6044 user-generated content concerning the market‑leading VR headsets Oculus Rift and HTC Vive, and machine learning to identify critical barriers to adoption. Our findings suggest that there is a lack of sufficient technological performance of these headsets and that more applications are required for this technology to take off. We contribute to literature on VR by providing a systematic assessment of current barriers to adoption while also pointing out implications for marketing.
Waste to Wealth proves that ‘green’ and ‘growth’ need not be binary alternatives. The book examines five new business models that provide circular growth from deploying sustainable resources to the sharing economy before setting out what business leaders need to do to implement the models successfully. © 2015 The Editor(s) (if applicable) and The Author(s). All rights reserved.
In 1984, R. Edward Freeman published his landmark book, Strategic Management: A Stakeholder Approach, a work that set the agenda for what we now call stakeholder theory. In the intervening years, the literature on stakeholder theory has become vast and diverse. This book examines this body of research and assesses its relevance for our understanding of modern business. Beginning with a discussion of the origins and development of stakeholder theory, it shows how this corpus of theory has influenced a variety of different fields, including strategic management, finance, accounting, management, marketing, law, health care, public policy, and environment. It also features in-depth discussions of two important areas that stakeholder theory has helped to shape and define: business ethics and corporate social responsibility. The book concludes by arguing that we should re-frame capitalism in the terms of stakeholder theory so that we come to see business as creating value for stakeholders. © R. Edward Freeman, Jeffrey S. Harrison, Andrew C. Wicks, Bidhan Parmar and Simone de Colle 2010.
Purpose
To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability.
Design/methodology/approach
The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify “false marketings” that have hampered progress.
Findings
That much of what has been commonly referred to as “green marketing” has been underpinned by neither a marketing, nor an environmental, philosophy. Five types of misconceived green marketing are identified and analysed: green spinning, green selling, green harvesting, enviropreneur marketing and compliance marketing.
Practical implications
Provides an alternative viewpoint on a much researched, but still poorly understood area of marketing, and explains why the anticipated “green revolution” in marketing prefaced by market research findings, has not more radically changed products and markets in practice.
Originality/value
Helps readers to understand why progress towards a more sustainable economy has proved so difficult, and outlines some of the more radical changes in thought and practice that marketing will need to adopt before it can make a substantive contribution towards greater sustainability.
This article compares how food retail industries in Britain and the United States are facing sustainability challenges. The British and US industries are in different stages of maturity in identifying and responding to sustainability. Some UK retailers have begun developing broad-based accountability systems that may aid them to see sustainability in their business operations. By examining what retailers are doing, how accountability systems can inform retailers and the business case for accountability, this article argues that retailers can gain significant business advantages with strategies to improve accountability. Compared with their American counterparts, British retailers may be better placed to deal with sustainability issues in future. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.
Our literature review focuses on the emerging construct of ethical leadership and compares this construct with related concepts that share a common concern for a moral dimension of leadership (e.g., spiritual, authentic, and transformational leadership). Drawing broadly from the intersection of the ethics and leadership literatures, we offer propositions about the antecedents and outcomes of ethical leadership. We also identify issues and questions to be addressed in the future and discuss their implications for research and practice. Our review indicates that ethical leadership remains largely unexplored, offering researchers opportunities for new discoveries and leaders opportunities to improve their effectiveness.
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