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The aim of this chapter is to highlight the importance of sustainable development, especially its environmental component in trade and retail sector of the Republic of Serbia. Due to a number of factors, such as increased consumer awareness on the importance of eco-products, new statutory and legal regulations, and increased competition, retail chains are increasingly oriented to the concept of sustainable development, in particular promoting its environmental component, eco-products, and eco packaging. Trade, especially retail, plays an important role in linking producers and consumers, and society as a whole. In this way, trade has a good overview of all the changes occurring in the environment, production, and consumer needs. Changes in the environment further stimulate trade to operate in accordance with the principles of sustainable development, including all its dimensions. In this regard, special attention is paid to the protection of working and living environment, as components of sustainable development. The chapter includes a review of literature in the field of sustainable development and application of this concept in the trade and retail sector. The theoretical aspect of the research focuses on conceptualization of sustainable development and its environmental component in trade and retail. With reference to theoretical research on the implementation of environmental component of sustainable development in trade, empirical research has been conducted from two aspects. First, analysis focuses on the performance and socio-economic importance of trade sector of the Republic of Serbia, as well as the number of ISO 14001 certificates in trading companies. Second, analysis shifts to the largest trading companies in the Republic of Serbia, based on available secondary data on the implementation of the concept of sustainable development and its environmental component.

The purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during and after product use. The authors also demonstrate how the resulting rich qualitative data can be combined with output from traditional survey research, to provide insight into the impact of satisfaction with package design on purchase intent.

A mixed‐methods approach was employed that captured qualitative insights from a large number of consumers regarding their experience using product packaging and combined the quantitative rigor of survey research to capture brand familiarity and perceptions, as well as brand preference and loyalty.

Results demonstrate that design is important to consumers and also that consumers are increasingly design literate. The perceived quality of the package design does impact brand evaluation. Negative reactions to product packaging adversely impacted intent to purchase and intent to recommend the product to others.

Results show that the mixed model is a promising method for gaining feedback on new package designs. Substantive implications include: design drives purchase, consumers want to be involved in design, and getting user input on design is important.

Consumer packaged goods companies often test packaging prototypes in a limited way – they either ignore qualitative measurement completely or use small sample focus groups. This quali‐quant method offers two advantages over the methodologies most commonly used to study package design; it has the capacity to engage large numbers of consumers and it can be set up to gather data from consumers during or immediately after product use.

This paper seeks to analyze the concept of packaging re-design with the main purpose to better exploit the utilized space within a secondary packaging, pallet and/or to make better use of transport, respectively. In addition, it investigates and discusses the importance of space exploitation in relation to environmental benefits, the industry and the community in general.

The research is based on a specific case study, in which two different options of a bottle with the same capacity are investigated in terms of: shape and space utilization. The investigation includes a detailed numerical comparison between the bottles, in order to show the strengths and weaknesses of each option.

The analysis provides evidence that any shape improvements could result into benefits such as: reduce waste, increase space utilization and increase the number of transported products per load. This in turn could reduce the energy and CO₂ emissions required per unit of product carried or stored. The analysis shows that a better utilization of the space could further offer significant economic benefits for the company with respect to transportation and warehousing.

However, the proposed packaging design solutions are proposed with the guarantee that the protection of the product is ensured, the logistics activities are facilitated as expected, the needs of the user are fully covered and the cost is maintained low. This solution, therefore, addresses the economic, social and environmental aspect of packaging.

This paper fulfills an identified need to study the relation between the packaging redesign concept and the various environmental and economic benefits for the industry and the participants of the supply chain, while maintaining the needs of the user. This works contributes to other more recent studies that are concerned with packaging design innovation that respond to key environmental concerns.

The purpose of this paper is to investigate the direct and mediation effects of small- and medium-sized enterprises' (SMEs) ecopreneurship posture (EP), green inbound practices (GIP), green production practices (GPP), green outbound practices (GOP), community-based performance (CBP) and green competitiveness (GC).

Empirical data for the study were garnered by utilizing questionnaire from Ghanaian manufacturing SMEs. Structural equation modeling, specifically partial least squares is applied to test the hypothesized relationships.

The findings suggest that SMEs' EP, GIP and GPP have significant positive effects on CBP and GC. However, while GOP has a significant effect on GC, it has no significant effect on CBP. Moreover, the mediation result demonstrates that while GIP and GPP significantly mediates the relationship between SMEs' EP and CBP, GOP does not provide any mediation mechanism through which SMEs' EP influence CBP. The result further confirms the mediation roles of GIP, GPP and GOP between SMEs' EP and GC.

This research offers novel empirical evidence by exploring the mediation roles of GIP, GPP and GOP between EP, CBP and GC through the lenses of the natural resource-based view and stakeholder theoretical perspectives.

The purpose of this paper is twofold: first, the use of power in a business network context is investigated, in relation to companies’ environmental reporting and practice choices. Second, the environmental reporting-practice portrayal gap is examined, focussing on inter-organisational environmental practices (such as green supply chain management).

A network case study was undertaken in the Western Australian agrifood sector, with the two large, dominant supermarkets as focal actors. Data were drawn from 34 in-depth interviews from 2011 to 2013 and a document review including 15 years of supermarket reports.

The study showed the exercise of government power bases and its effect on supermarket and other supply chain actors’ reporting and practice choices. The data suggest a differential use of power by supermarkets with suppliers, depending on supplier type and environmental practice characteristics. The study revealed surprisingly transparent reporting of the lack of whole-of-supply-chain approach by the supermarkets and admission of shareholder power over reporting and practice choices. In addition, other reporting-practice portrayal gaps relating to inter-organisational environmental practices were found.

The study provides a unique network level analysis of how power relations interact and influence companies’ choices of environmental reporting and practice, thereby contributing to prior power and environmental reporting literature. Contributions are made to extant literature dealing with the reporting-practice portrayal gap by focussing on inter-organisational environmental reporting and practice.

Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product categories and companies to draw some lessons for improving success.

The study examined a wide range of proactive supply chain practices to demonstrate a cross-linkage among them and to understand their effects on both practitioners of previous decision-making models, frameworks, strategies and policies. Here, six supply chain practices are empirically evaluated based on 28 constructs to investigate a comprehensive model and confirm the connections for achieving performance and competence. The study presents a conceptual model and examines the influence of many crucial factors, i.e. supply chain collaboration, knowledge, information sharing, green human resources (GHR) management and lean-green (LG) practices on supply chain performance.

Structural equation modeling (SEM) examines the conceptual model and allied relationship. A sample of 175 respondents' data was collected to test the hypothesized relations. A resource based view (RBV) was adopted, and the questionnaires-based survey was conducted on the Indian supply chain professionals to explore the effect of LG and green human resource management (GHRM) practices on supply chain performance.

The study presented five constructs for supply chain capabilities (SCCA), five constructs for supply chain collaboration and integration (SCIN), four constructs for supply chain knowledge and information sharing (SCKI), five constructs for GHR, five constructs for LG practices (LGPR) and four constructs for lean-green SCM (LG-SCM) firm performance to be utilized for validation by the specific industry, company size and operational boundaries for attaining sustainability. The outcome emphasizes that SCCA positively influence GHRM, LG practices and LG supply chain firm performance. However, LG practices do not influence LG-SCM firm performance, particularly in India.

The study exploited multiple practices in a conceptual model to provide a widespread understanding of decision-making to assist in developing a holistic approach based on different practices for attaining organizational sustainability. The study stimulates the cross-pollination of ideas between many supply chain practices to better understand SCCA, SCIN, SCKI, GHRM and LG-SCM under a single roof for retaining organization performance.

This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined.

Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros.

The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established.

This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide.

This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted.

The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment.

This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.