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The purpose of this chapter is to ask and answer the question of what would happen if Genetically Modified Organism (GMO) plant materials were banned. We report on two studies – one with United States only ban and one with a global ban. We used a global computable general equilibrium (CGE) model, Global Trade Analysis Project (GTAP), for the analysis. This model has been used in hundreds of published papers on trade, energy, land use, and environmental issues. Our use of the model was to estimate the crop yield benefits for the major GMO crops, and then to convert this to a loss if the GMO traits were banned. We then shocked the GTAP model with the yield losses and estimate economic, land use, and greenhouse gas (GHG) emission impacts. We found that losing the GM technology would cause commodity and food prices to increase and also bring about a significant increase in GHG emissions. The increase in emissions is caused by the need to convert forest and pasture to compensate for the lost production. Another interesting conclusion of the global ban study is that economic well-being for the United States, the world’s largest GMO user, actually increases with a ban. Many regions that ban or use little GMO varieties like the European Union, India, China, and Japan all see economic well-being decrease. These counterintuitive results are driven mainly by trade patterns. Therefore GMO technology helps agriculture reduce its carbon footprint. Without this technology, agricultural land-use GHG emissions increase as do food prices. Some groups would like to see GMOs banned and also see GHG emissions fall. You cannot have it both ways.

The purpose of this study is to investigate genetically modified food labeling effects on dietary restrained consumers’ perception and purchase intention based upon various labels and food type – whole versus processed.

A 2 (food type: whole vs processed) × 2 (product label: genetically modified organism [GMO] vs nongenetically modified organism [non-GMO]) research design was used in two steps. In the first step, the authors distributed 1,000 surveys, of which 858 surveys were used, and in the second step, the authors distributed 1,000 surveys and were able to use 891 surveys.

Results show that respondents with higher levels of dietary restraint have higher levels of perceived healthfulness. In addition, respondents with higher perceived healthfulness levels have a higher level of purchase intention for whole/GMO products, whole/non-GMO products, processed/GMO products and processed/non-GMO products. Moreover, the results show that individuals have higher purchase intention for whole/non-GMO than the whole/GMO products, whole/GMO than the processed/non-GMO products and processed/non-GMO than the processed/GMO products.

A future longitudinal study with assigned tracking numbers is suggested. Given that four different blocks were randomized, comparing data among individual participants would be interesting, as the ability to compare responses would be feasible among the four separate blocks.

The results of this study may assist the government in policy development, food manufacturers in labeling techniques used and consumers by increasing transparency and information availability.

This study aims to investigate the intervening role of lean management (LM) in the direct relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance.

Data for the study is carefully garnered from 217 managers in Ghanaian small- and medium-sized enterprises. The methodological technique used to validate all hypothesized relationships is partial least squares structural equation modelling.

The empirical results of the study suggest that although green market orientation has a positive impact on green value-based innovation, the effect is not significant. However, the results confirm that green market orientation has a significant positive impact on green reputation and enterprise social performance. The results further suggest that LM has a significant positive impact on green value-based innovation, green reputation and enterprise social performance. The mediation analysis provides empirical evidence to suggest that LM fully mediates the relationship between green market orientation and green value-based innovation. Lastly, the results of the mediation analysis suggest that LM plays a complementary partial mediation role between green market orientation, green reputation and enterprise social performance.

Despite the flourishing research on green market orientation in marketing management and environmental literature, no study has been carried out to explore the intervening role of LM in the relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance. Thus, considering LM as a missing link between green market orientation, green value-based innovation, green reputation and enterprise social performance is a noteworthy research gap which this study fills.

The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance.

All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method.

The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention.

The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research.

GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome.

This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.

The purpose of this study is to assess if the mediating effect of green innovation capability (GIC) in the relationship between green market orientation (GMO) and new product success (NPS) was conditional on the moderating effects of green knowledge acquisition (GKA) and green brand positioning (GBP).

The analysis was based on primary data gathered using a structured questionnaire, which was developed on a five-point Likert scale of 1-Strongly disagree to 5-Strongly agree. There were 259 manufacturing firms engaged in the study, with data analyzed using PROCESS macro (v.3.4) for SPSS (v.23).

The research revealed that GMO had no direct effect on NPS among manufacturing firms, the relationship was rather mediated by GIC of the firms. The effect of GMO on GIC was moderated by GKA, whereas the effect of GIC on NPS was moderated by GBP. Overall, the mediating effect of GIC in the relationship between GMO and NPS was conditional on the moderating effects of GKA and GBP.

The study focused on only knowledge acquisition (green), without recourse to assimilation, transformation and exploitation. These may, however, be very important in explaining the role of knowledge in green innovation.

Green market-oriented manufacturing firms must seek to also make investments in GIC to transform those concepts into successful innovative products.

Despite the increasing number of studies on GMO, very limited concentration has been paid to how firms could leverage on the potentials of GMO to enhance the success of new products introduced into the market. This study did not just establish the effect of GMO on the success of new products but also identified some intervening variables in this relationship.

Green sustainability has become a critical challenge for businesses to execute green supply chain management (GSCM). Most of the literature on GSCM emphasizes regulations as drivers and few pieces of research are conducted from an internal organizational culture view. This study aims to use the cultural perspective of market orientation (MO) and draws on both the natural resource-based view (NRBV) and dynamic capability view (DCV) to explore the relationships among green market orientation (GMO), GSCM capability and organizational performance.

A total of 1,000 survey questionnaires were distributed to the Taiwanese electronics industry and 207 valid questionnaires were collected. Data was analyzed using structural equation modeling.

The results show that GMOs have a significant positive impact on GSCM capability, environmental performance and economic performance. Moreover, GSCM capability is positively related to environmental and economic performance. The results also show that GMOs have a significant indirect influence on environmental performance and economic performance through GSCM capability.

The findings of this study suggest how Taiwan’s electrical and electronic manufacturers, while faced with pressure from competitors, customers and regulations (i.e. waste electrical and electronic equipment directive, Restriction of Hazardous Substances Directive and energy-using products directives), should efficiently and effectively implement GMO and enhance GSCM capability to improve organizational performance.

This study fills up the gap between MO and performance indistinct relationships. It has also integrated two perspectives, namely, NRBV and DCV, to explain GSCM capability as a mediator between GMO and organizational performance relationship and to examine the relationships among GMO, GSCM capability and organizational performance.

Following a negative attitude of consumers toward genetically modified organisms (GMOs) and the spaces left by the labeling legislation on GMOs of different countries, some retailers and processors introduced their own non-GMO standards, with the intention of avoiding the presence of GMOs in their products. This paper aims to understand how the implementation of these new retailer-driven standards affects governance structures along the supply chain and the determinants of such change focusing on transaction cost approach (TCA) vs resource-based view (RBV).

The non-GMO introduction is investigated as a case study in the poultry industry of France and Italy. The case relies on data primarily collected from interviews with the main actors at five stages of the supply chain from the retailer up to animal feed and crop production.

Findings indicate that the introduction of non-GMO products had different impacts on the transactions along the supply chain, generally leading to more integrated relationships. Theoretical relevance depends on the observed transaction and the type of governance structure considered. Interestingly, only RBV explains the shift toward hierarchical governance when this is observed.

This paper contributes to the empirical literature highlighting the upstream effects caused by the adoption of new standards. On the theoretical side, building on Conner and Prahalad’s (1996) seminal work and leveraging on the concepts of opportunism, “potential” superior knowledge and strategic importance of an activity, this research suggests a comparative framework for identifying governance structures and their determinants under TCA and RBV.

Environmental justice activism is increasingly globalized, multi-faceted and multi-scaled (Bickerstaff & Agyeman, 2009; Walker, 2009a, 2009b). The existence or perception of injustice triggers the development of social activism in increasingly diverse contexts. The present contribution seeks to assess the explanatory value of resources in understanding activism (Freeman, 1979). In place of justice, the under-studied social movement theory of resource mobilization is explored as a complementary and partly oppositional account of justice activism. The highly controversial anti-GMO movement in France is selected as an invigorating context for evaluating activism. The perceived injustice of lifting restrictions on the importation of GM maize into France inspired the mobilization of a nationwide movement. In sharp contrast to existing literature, ideology is considered as a resource that effectively promotes or hinders social activism. Significant conclusions are developed for environmental justice activism research around emphasizing instability, heterogeneity, cultural sensitivity and above all, the limitations of agency-centric arguments.

The purpose of this paper is to test the market linkage and the strength of the linkage between the identity‐preserved (IP) non‐genetically modified organism (non‐GMO) and non‐IP conventional soybean futures markets at the Tokyo Grain Exchange (TGE) when effects from structural breaks are considered.

The Johansen method is used for testing the market linkage and the law of one price (LOP) test is performed to find out the strength of the linkage. The Bai‐Perron test is conducted on the price series to identify the structural breaks. After the breaks are statistically determined by the Bai‐Perron test the Johansen tests are conducted for every break period.

Market linkage exists between the non‐GMO and conventional soybean futures markets but the LOP test suggests that the two markets are not fully linked and the relative price of the two soybeans is not constant. The breaks identified in the study affected the market linkage; the price relationship is lost during the break periods.

The results of this study help explain the value of other new markets where the product traded is a close substitute for an existing market.

This is the first study to apply the market integration theory to an IP market. The TGE non‐GMO soybean contract is the first market price series with sufficient information to appropriately model a price integration linkage for an IP market. The result is valuable in the future when more markets for IP commodities are developed.

The purpose of this paper is to address a multiobjective FAP (frequency assignment problem) formulation. More precisely, two conflicting objectives – the interference cost and the separation cost – are considered to characterize FAP as an MO (multiobjective optimization) problem.

The contribution to this specific telecommunication problem in a real scenario follows a recent approach, for which the authors have already accomplished some preliminary results. In this paper, a much more complete analysis is performed, including two well‐known algorithms (such as the NSGA‐II and SPEA2), with new results, new comparisons and statistical studies. More concretely, in this paper five different algorithms are presented and compared. The popular multiobjective algorithms, NSGA‐II and SPEA2, are compared against the Differential Evolution with Pareto Tournaments (DEPT) algorithm, the Greedy Multiobjective Variable Neighborhood Search (GMO‐VNS) algorithm and its variant Greedy Multiobjective Skewed Variable Neighborhood Search (GMO‐SVNS). Furthermore, the authors also contribute with a new design of multiobjective metaheuristic named Multiobjective Artificial Bee Colony (MO‐ABC) that is included in the comparison; it represents a new metaheuristic that the authors have developed to address FAP. The results were analyzed using two complementary indicators: the hypervolume indicator and the coverage relation. Two large‐scale real‐world mobile networks were used to validate the performance comparison made among several multiobjective metaheuristics.

The final results show that the multiobjective proposal is very competitive, clearly surpassing the results obtained by the well‐known multiobjective algorithms (NSGA‐II and SPEA2).

The paper provides a comparison among several multiobjective metaheuristics to solve FAP as a real‐life telecommunication engineering problem. A new multiobjective metaheuristic is also presented. Preliminary results were enhanced with two well‐known multiobjective algorithms. To the authors' knowledge, they have never been investigated for FAP.