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Article
Publication date: 6 November 2017

Pradeep Kautish and Ganesh Dash

This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable…

Abstract

Purpose

This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India.

Design/methodology/approach

Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers.

Findings

The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making.

Research limitations/implications

This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products.

Practical implications

This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms.

Social implications

It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon.

Originality/value

The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.

Details

Journal of Modelling in Management, vol. 12 no. 4
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 13 March 2017

Arpita Khare and Geetika Varshneya

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing…

Abstract

Purpose

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.

Design/methodology/approach

Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.

Findings

Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.

Research limitations/implications

The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.

Practical implications

The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.

Originality/value

Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 6 February 2017

Siddharth Misra and Rajeev Kumar Panda

The purpose of this paper is to investigate the activities of environmental consciousness from socio-psychographic perspectives and hence evaluates its effect on brand…

Abstract

Purpose

The purpose of this paper is to investigate the activities of environmental consciousness from socio-psychographic perspectives and hence evaluates its effect on brand equity through intervening elements of environmental attributes (EAt). It further attempts to research the effect of the environmental performance, environmental communication and environmental positioning in enhancing brand equity. Indian refrigeration industry, particularly the air conditioners and refrigerator brands are chosen to convey and receive the research inputs as their impact on environment is easily interpretable.

Design/methodology/approach

A hypothesized model comprising the environment consciousness and association dimensions with brand equity is framed. In total, 74 expert respondents from four state capital cities of India participated in the survey and the model has been tested in the scope of analytical hierarchy process (AHP).

Findings

The result shows that the EAt and activities can be prioritized and subsequently efficient resource allocation can be done. It also gives theoretical arguments to legitimize the environmental practices.

Practical implications

On the other hand, clients have numerous options, and a competitive advantage may not be maintained. Regardless of the fact that clients are environmentally conscious of a given refrigeration brand at the present time that they are utilizing, they may observe that they are much more charmed with a competitors’ enhanced environmental dimensions. All methods that take a try at an enhanced brand equity must be continually determined by environmental consciousness. The above can be accomplished if the evaluations of competitors by the clients are known. The AHP-ECBE technique depicted in this study accordingly helps refrigeration organization to devise and keep up a pertinent, focused plan for persistent improvements in environmental dimensions. It offers a “greater image” in brand equity administration.

Originality/value

If legitimately done in a generalized way, environmental activities like eco-literacy, interpersonal influence and value orientation can impact EAt and contribute in building brand equity.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 31 December 2018

Talwinder Singh, J.S. Dureja, Manu Dogra and Manpreet S. Bhatti

The purpose of this paper is to investigate the influence of turning parameters such as cutting speed, feed rate and depth of cut on tool flank wear and machined surface…

Abstract

Purpose

The purpose of this paper is to investigate the influence of turning parameters such as cutting speed, feed rate and depth of cut on tool flank wear and machined surface quality of AISI 304 stainless steel during environment friendly turning under nanofluid minimum quantity lubrication (NMQL) conditions using PVD-coated carbide cutting inserts.

Design/methodology/approach

Turning experiments are conducted as per the central composite rotatable design under the response surface methodology. ANOVA and regression analysis are employed to examine significant cutting parameters and develop mathematical models for VB (tool flank wear) and Ra (surface roughness). Multi-response desirability optimization approach is used to investigate optimum turning parameters for simultaneously minimizing VB and Ra.

Findings

Optimal input turning parameters are observed as follows: cutting speed: 168.06 m/min., feed rate: 0.06 mm/rev. and depth of cut: 0.25 mm with predicted optimal output response factors: VB: 106.864 µm and Ra: 0.571 µm at the 0.753 desirability level. ANOVA test reveals depth of cut and cutting speed-feed rate interaction as statistically significant factors influencing tool flank wear, whereas cutting speed is a dominating factor affecting surface roughness. Confirmation tests show 5.70 and 3.71 percent error between predicted and experimental examined values of VB and Ra, respectively.

Research limitations/implications

AISI 304 is a highly consumed grade of stainless steel in aerospace components, chemical equipment, nuclear industry, pressure vessels, food processing equipment, paper industry, etc. However, AISI 304 stainless steel is considered as a difficult-to-cut material because of its high strength, rapid work hardening and low heat conductivity. This leads to lesser tool life and poor surface finish. Consequently, the optimization of machining parameters is necessary to minimize tool wear and surface roughness. The results obtained in this research can be used as turning database for the above-mentioned industries for attaining a better machined surface quality and tool performance under environment friendly machining conditions.

Practical implications

Turning of AISI 304 stainless steel under NMQL conditions results in environment friendly machining process by maintaining a dry, healthy, clean and pollution free working area.

Originality/value

Machining of AISI 304 stainless steel under vegetable oil-based NMQL conditions has not been investigated previously.

Details

Multidiscipline Modeling in Materials and Structures, vol. 15 no. 3
Type: Research Article
ISSN: 1573-6105

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Article
Publication date: 9 November 2010

An Lin, Xian Zhang, Dajing Fang, Miao Yang and Fuxing Gan

The purpose of this paper is to study the corrosion resistance and the insulating characteristics of an environment‐friendly chromium‐free coating on electrical steel.

Abstract

Purpose

The purpose of this paper is to study the corrosion resistance and the insulating characteristics of an environment‐friendly chromium‐free coating on electrical steel.

Design/methodology/approach

A water‐based semi‐inorganic environment‐friendly insulating coating on electrical steel was developed. The coating system of silane coupling agent and rare earth salt were used first in this coating to replace the chromate containing coating. In this study, it provided a successful combination of coating and passivation.

Findings

Several test results, such as insulating ability, corrosion resistance, adhesion strength and hardness, showed that the performance of the film complied fully with the industry standards, particularly excellent in its corrosion resistance and the maximum corrosion resistance (neutral salt‐spray test) time up to 20 h.

Originality/value

There have been few reports on the chromium‐free insulating coating on electrical steel, and described in the paper, this environment‐friendly insulating coating on electrical steel was found to be highly effective.

Details

Anti-Corrosion Methods and Materials, vol. 57 no. 6
Type: Research Article
ISSN: 0003-5599

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Article
Publication date: 15 October 2020

Bishwajeet Pandey, Geetam Singh Tomar, Robin Singh Bhadoria, Dil Muhammad Akbar Hussain and Ciro Rodriguez Rodriguez

The Purpose of this research is to make an energy efficient finite state machine (FSM) in order to achieve the core objective of green computing because FSM is an…

Abstract

Purpose

The Purpose of this research is to make an energy efficient finite state machine (FSM) in order to achieve the core objective of green computing because FSM is an indispensable part of multiple computer hardware.

Design/methodology/approach

This study uses ultra-scale plus FPGA architecture in place of seven-series field-programmable gate array (FPGA) for the implementation of the FSM design and also uses output load scaling for the design of environment-friendly FSM. This design study is done using Verilog Hardware description language and Vivado integrated system environment design tools and implemented on 16 nm ultra-scale FPGA architecture.

Findings

There is up to 98.57% reduction in dynamic power when operating frequency is managed as per smart job scheduling. There is up to a 21.97% reduction in static power with proper management of output load capacitance. There is up to 98.43% saving in dynamic power with the proposed management of output load capacitance.

Originality/value

The proposed design will be environment friendly that eventually leads to the green earth. This is the main motive of the research area i.e. green computing.

Details

World Journal of Engineering, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1708-5284

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Article
Publication date: 9 May 2020

Pradeep Kautish, Arpita Khare and Rajesh Sharma

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and…

Abstract

Purpose

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral intentions toward environmental-friendly products and its influence on the sustainable development goals (SDGs) endorsement.

Design/methodology/approach

Structured questionnaires were administered on 410 respondents from northwestern India. The two-step approach proposed by Anderson and Gerbing (1988) was employed to assess the measurement and structural models.

Findings

Terminal and instrumental values influenced consumer sustainability consciousness. Sustainability consciousness influenced behavioral intentions which endorsed consumers' SDG. Instrumental value had a greater impact on consumer sustainability consciousness and behavioral intentions than terminal value. Consumer sustainability consciousness partially mediated the relationship between terminal/instrumental value and behavioral intentions for SDG endorsement.

Research limitations/implications

The findings will help marketers to endorse SDG promotion by linking them with values and develop an understanding of consumers' sustainability consciousness for SDG implementation.

Practical implications

Green marketers, policymakers and SDG promoters should develop messages to communicate and emphasize the importance of purchasing environmental-friendly products. From a functional perspective, it affects instrumentality orientation and societal responsibility toward the implementation of SDG.

Social implications

The current study proposed an action-oriented, integrated, aspirational and universally applicable SDG framework. The findings may pioneer the way forward for sustainability-oriented consumption.

Originality/value

This research is the first of its kind that examined the relationships between value orientations (Rokeach, 1973) and their effect on consumer sustainability consciousness and behavioral intentions in SDG milieu.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 20 December 2019

Peng Peng and Li Zhou

From the perspective of land mortgages, the purpose of this paper is to understand how farmers can be motivated to utilize environment-friendly formula fertilizers…

Abstract

Purpose

From the perspective of land mortgages, the purpose of this paper is to understand how farmers can be motivated to utilize environment-friendly formula fertilizers, thereby reducing the use of chemical fertilizers.

Design/methodology/approach

Two hypotheses are empirically tested using questionnaire responses from 714 farmers across three provinces in China to establish the relationship and to determine the role land rent plays.

Findings

This study finds that farmers who obtain land mortgages will be more willing to apply formula fertilizers in order to obtain higher value of their “own” land. This is because obtaining land mortgages can be considered as the process of titling land management rights. Farmers who have been transferred the land by verbal agreement no longer need to worry about losing it at any time. Hence, they are willing to apply formula fertilizers on their transferred land. Similarly, farmers who have been transferred the land by written contract to obtain more land mortgages will also be willing because the formula fertilizers can not only improve the quality of their transferred land, but also increase its value as collateral. This mechanism is clearer in the area where the average land rent is relatively lower.

Originality/value

No study has yet linked the reform of land mortgages to environmentally friendly behavior. While other studies have focused on the way access to credit changes farmer investments and spending, this particular relationship has not yet been formalized, giving this study theoretical and empirical significance.

Details

Agricultural Finance Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0002-1466

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Article
Publication date: 16 September 2019

Lucas Nesselhauf, Ruth Fleuchaus and Ludwig Theuvsen

Fungus-resistant grape varieties (FRGVs) are the key to more environment-friendly wine growing. This paper aims to examine whether German consumers are willing to buy…

Abstract

Purpose

Fungus-resistant grape varieties (FRGVs) are the key to more environment-friendly wine growing. This paper aims to examine whether German consumers are willing to buy environment-friendly wines. The study focuses on reducing the amount of fungicides applied and the improvement of the carbon footprint, which are both related to the FRGVs . Furthermore, a cluster analysis leads to more insights into the consumer groups that are open to environment-friendly wine.

Design/methodology/approach

A choice experiment was conducted among 1,500 German wine drinkers with the following attributes: “reduction of pesticides”, “reduction of carbon emissions”,“familiarity with the grape variety”,“organic certification”, the slogan “better for the environment” and“price”. The individual-level, part-worth utilities were estimated using the Hierarchical Bayes method. The Ward’s method was used to cluster the individual-level, part-worth utilities. The participants’ wine involvement and environmentalism are used to further analyse the sample.

Findings

The most important attribute is “price”, followed by the “familiarity with the grape variety” and the “reduction of pesticides” and of “carbon emissions”. The least important attribute is “better for the environment”. The cluster analysis results in three clusters: the green-minded, the traditionalists and the price-minded.

Practical implications

The insights about the consumer acceptance of environment-friendly wines can be used to market these wines more effectively to consumers.

Originality/value

This is the first study that combines a choice experiment with attributes that are derived from the benefits of fungus-resistant grape varieties.

Details

International Journal of Wine Business Research, vol. 32 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 2 August 2018

Mohd Shamshad, Mohd Sarim, Asif Akhtar and Mosab I. Tabash

The purpose of this paper is to identify the critical success factors for sustainable growth of the Indian banking sector and develop a model for Indian banks by using…

Abstract

Purpose

The purpose of this paper is to identify the critical success factors for sustainable growth of the Indian banking sector and develop a model for Indian banks by using interpretive structural modelling (ISM). It suggests some of the critical measures of sustainability for Indian banks.

Design/methodology/approach

This paper aims to establish a relationship among the factors of sustainable banking through the opinion of experts from the banking sector. ISM approach is applied to bring down the complexity of relationship among factors. ISM ranked the factors as per their ability to facilitate and dependence on other factors and helps to develop a comprehensive, systematic model based on the relationship amongst those factors. After developing the model, second reviews by the experts are conducted for their comments and thus, the final model comes into existence.

Findings

Legal and environmental compliance is determined as the key factor which is driving the other factors of sustainable banking. It will surely going to pose a challenge for business concerns for initiating various sustainable steps that will be a motivational factor for generating business opportunities and sustainable collaboration.

Practical implications

The study provides a comprehensive framework of sustainable banking which can be applied to various Indian banks. It helps to develop coherence between conventional and sustainable dimensions of banking.

Originality/value

The ISM is applied for the first time in case of sustainability in the banking sector to bring about a model for sustainable banking in India.

Details

International Journal of Social Economics, vol. 45 no. 8
Type: Research Article
ISSN: 0306-8293

Keywords

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