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This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型： 研究型论文

Formal recognition of the human rights of people living with mental health problems has greatly progressed. We must ask ourselves, however, to what extent the formal recognition of these rights has transformed the culture of psychiatric care and improved their quality of life. Gaining Autonomy & Medication Management (GAM) is an approach that strives to empower service users and providers and promotes the exercise of users’ rights by transforming their relationship with the central component of psychiatric treatment in community services: psychopharmacology. The purpose of this paper is to show how GAM highlights the issues surrounding the establishment of a culture of rights.

For this analysis qualitative data were collected in Brazil and in Quebec, Canada, through over 100 interviews done with people living with mental health issues and practitioners who participated in the different GAM implementation projects.

Issues, challenges and obstacles facing the instauration of a human rights culture in mental health services are presented. The profound changes that the understanding and exercise of users’ rights bring to the lives of individuals are supported by excerpts illustrating recurring issues, situations and common experiences that appear in the various contexts of the two different countries.

This is not a parallel study taking place into two countries. The methodologies used were different, and as a consequence the comparative power can be limited. However, the results reveal striking similarities.

There is scant research on human rights in mental health services in the community, and the issues surrounding the prescribing and follow-up of pharmacological treatment. The joint analysis of the researches in Brazil and in Canada, identified common challenges which are intertwined with the dominant approach of biomedical psychiatry.

The West African Republic of Guinea-Bissau has been unstable since gaining its independence in 1974. The 2014 presidential and parliamentary elections are being closely analyzed to study how the United Nations and the Guinean people have reacted to the outcomes of these elections. The paper aims to discuss these issues.

Sociological methodologies and a comparative approach have been used in this paper to understand why the elections in 2014 were so important in this country.

The author finds that stability is possible in Guinea-Bissau after years of political uncertainties.

Particular focus has been paid to studying the responses of specific aspects of society, including the youth population, the political elite, the main political party, the African Party for the Independence of Guinea and Cape Verde, the opposition parties and the army and whether these different groups will be able to cooperate after electing a sustainable and relatively wide-ranging government.

This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase intention with respect to 12 sustainability claims.

A mixed-model experiment was conducted with seven fruits (i.e. guava, pineapple, red apple, green apple, red grape, green grape and avocado) to evaluate the effects of the 12 sustainability claims on purchase intention through moral satisfaction, relative to a control condition.

The results show that claims of supporting local farmers are those that move consumers the most. Claims regarding local farmers' production positively affect moral satisfaction and purchase intention.

This paper takes a consumer behavior approach to sustainability, enabling organizations to consider consumer behavior outcomes that could affect their strategic investments and commitment to social responsibility.

Food-related studies have not produced consistent results with respect to the relevance that sustainability claims have for consumers. This study differs from previous studies, as it focuses on fruit, a product that is important for social and environmental sustainability issues. This study demonstrates that, in the case of fruit, sustainability arguments are meaningful to young consumers through the mediating effect of moral satisfaction. Thus, the effect of claims is predicted by the meaning these arguments have for the consumer.

Este artículo evalúa las respuestas de los consumidores a los argumentos de sostenibilidad en una fruta. Se comparan los efectos de este factor en la satisfacción moral y la intención de compra de los consumidores con respecto a 12 argumentos de sostenibilidad.

Se realizó un experimento de modelo mixto con siete frutas (guayaba, piña, manzana roja, manzana verde, uva roja, uva verde y aguacate) para evaluar los efectos de los 12 argumentos de sostenibilidad sobre la intención de compra a través de la satisfacción moral, en relación con una condición de control.

Los resultados muestran que las afirmaciones de apoyo a los agricultores locales son las que más influyen en los consumidores. Las afirmaciones relativas a la producción de los agricultores locales afectan positivamente a la satisfacción moral y a la intención de compra.

Este trabajo adopta un enfoque de la sostenibilidad basado en el comportamiento del consumidor, lo que permite a las organizaciones considerar los resultados del comportamiento del consumidor que podrían afectar a sus inversiones estratégicas y a su compromiso con la responsabilidad social.

Los estudios relacionados con la alimentación no han arrojado resultados consistentes respecto a la relevancia que los argumentos de sostenibilidad tienen para los consumidores. Este estudio difiere de los anteriores, ya que se centra en la fruta, un producto importante por cuestiones de sostenibilidad social y medioambiental. Este estudio demuestra que, en el caso de la fruta, los argumentos de sostenibilidad son significativas para los consumidores jóvenes a través del efecto mediador de la satisfacción moral. Así, el efecto de los argumentos se predice por el significado que estos tienen para el consumidor.

This study aims to analyze the levels of vitamin C, phenolic compounds and antioxidants in baby food. Providing nutritious food to the infants is essential for their growth and development. Baby foods are foods prepared from any suitable nutritive material and intended for feeding children after six months of age. The search for foods that meet the nutritional needs of children and that also promote aspects of health has increased on the part of parents.

A total of 17 different types of baby foods (2 brands) were purchased and the vitamin C content, total phenolic compounds (TPC) and antioxidant activity were determined. The authors also assessed the adequacy of labeling in accordance with regulatory parameters. Data was submitted to analysis of variance, and the means were compared by the Tukey test at 5% probability. Principal component analysis was performed to evaluate the results (phenolic compounds, vitamin C and antioxidant activity) from the multidimensional point of view.

In general, the labeling of baby foods proved to be within the legislation, but with confusing information for the consumer. BF7-AAPO (apple pulp and juice, papaya and orange juice), BF-BAO (banana, apple juice and oatmeal) and BF-AA (apple pulp and juice) showed the highest vitamin C content (20–28 mg/100 g; p < 0.001). BF-A (apple), BF-B (banana) and BF-AA showed the highest TPC (7–8.2 mg/100 g; p < 0.001). BF-CP (cassava-parsley), BF-PCBCP (potato, carrot, beef and cassava-parsley) and BF-PCBB (potato, carrot, beef and broccoli) showed the highest antioxidant activity (44–48%; p < 0.001). High value of TPC was related to high value of antioxidant activity in baby foods. In conclusion, vitamin C content in the baby foods was different from those reported on the labels and there was a direct relationship between the content of TPC and the antioxidant capability.

The objective of this work was to evaluate bioactive compounds and antioxidant activity in baby foods. So far, few papers have reported on the subject as the authors seek to know about essential nutrients. However, this knowledge is important because these compounds can decrease and/or prevent inflammatory processes in the body.

The purpose of this paper is to explore the role of information technologies (IT) in the impact of environmental practices on environmental performance.

The authors use data from the fifth (2009) round of the International Manufacturing Strategy Survey (IMSS) which includes responses from manufacturing plants within the manufacturing industry in Brazil, China, Germany, Hungary and USA. The authors use multiple regression analysis to test the relationship between environmental practices and environmental performance and the moderating effect of IT.

The paper finds evidence that IT strengthens the relationship between environmental practices and environmental performance. The IT construct is operationalized through IT-enabled control and IT-enabled coordination. The results confirm the established relationship between environmental practices and environmental performance and show that IT-enabled coordination moderates the relationship between environmental practices and environmental performance.

This research contributes to the literature of green operations in the following ways: First, this paper offers an alternative explanation about the role of IT; the authors provide evidence that existing IT resources that support the coordination between product design and manufacturing strengthen the effect of environmental practices. Second, this paper provides evidence that environmental practices can take advantages of the IT resources embedded in daily plants’ routines to enhance plants’ environmental performance. Overall, this research provides suggestions to managers about the role that IT plays in the implementation of environmental practices.

Este artículo explora el rol que las tecnologías de información tienen en la relación entre prácticas medio ambientales empresariales y el rendimiento ambiental de la empresa.

Este artículo utiliza datos de la quinta ronda (2009) de la encuesta internacional de estrategia de manufactura (IMSS por sus siglas en inglés), la cual incluye datos de plantas manufacturadoras en Brasil, China, Alemania, Hungría y Estados Unidos. Se utiliza análisis de regresión múltiple para evaluar el efecto entre prácticas medio ambientales empresariales y el rendimiento ambiental de la empresa; y el efecto moderador de tecnologías de información en la relación anterior.

Este artículo encuentra que las tecnologías de información fortalecen la relación entre prácticas medio ambientales empresariales y el rendimiento ambiental de la empresa. El constructo de tecnologías de información es operacionalizado a través de indicadores de tecnologías de la información que facilitan el control de la producción y la coordinación. Los resultados confirman la relación positiva entre prácticas medio ambientales empresariales y el rendimiento ambiental; y evidencian que tecnologías de información que facilitan la coordinación moderan la relación anterior.

Esta investigación contribuye a la literatura de “operaciones verdes” de la siguiente forma: Primero, esta ofrece una explicación alternativa sobre el rol de tecnologías de información; se provee evidencia que tecnologías de información existentes en la empresa que apoyan la coordinación entre diseño de producto y manufactura hacen más efectivas a las prácticas medio ambientales empresariales. Segundo, este artículo presenta evidencia que la implementación de prácticas medio ambientales empresariales puede apalancarse sobre la tecnología de información existente para mejorar el rendimiento ambiental de la empresa. En general, esta investigación ofrece sugerencias a los empresarios sobre el rol que las tecnologías de información tienen en la implementación de prácticas medio ambientales.

This paper aims to investigate whether Sub-Saharan African countries are catching up with the rest of the world in terms of online usage. Online service usage is an important component of the discourse of the “digital divide”, an emblematic term for the inequality of information and communication technology access.

This paper is a quantitative analysis of internet and Facebook penetration coupled with economic strength (GDP/capita), literacy and degree of rural population.

The findings reveal a heterogeneous pattern with a few African countries being digital oases and close to European levels, whereas the majority of the countries are still digital deserts. A strong correlation is found between economic strength and internet penetration. A generalist picture that Sub-Saharan is on the trajectory of closing the digital divide is an imprecise reflection of the reality.

It is argued that instead of measuring supply-side data, which has been the trend till now, the use of demand-side elements such as online service usage tells more about digital inequalities between countries.

The research encourages internet firms to open up their eyes for Sub-Saharan Africa as an investment opportunity with an untapped gap of online usage.

The three-billion internet users on the planet are unevenly spread and under-represented in Africa. By drawing a heterogeneous online usage landscape, digital policy can be accurately steered toward countries with the largest needs.

There is a paucity of research going into the depth of online usage in Africa. The paper is a contribution to fill that gap.