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This study aims to examine the impact of green atmospheric and communicative servicescape dimensions on customers’ emotional and behavioral outcomes and explores the moderating effect of customer familiarity.

Data were collected from coffee shop customers in the USA. Structural equation modeling and a multigroup analysis were used for analysis.

The findings indicated that the atmospheric dimensions of green coffee shops have a greater impact than communicative dimensions on customers’ green place attachment and loyalty. However, the effects of green servicescape depend on customer familiarity. The impact of the communicative servicescape on customers’ attachment and loyalty is significantly greater in a high-familiarity group than in a low-familiarity group.

The findings provide coffee shop managers with insights into effective design of a green service environment. Although managers focus on both dimensions, they may use customer familiarity as a segmenting or targeting tool in designing the green service environment and developing a sustained relationship with customers with different levels of familiarity.

This study extends the existing servicescape models by incorporating green place attachment as a construct to comprehend customers’ inner evaluations. It also contributes to the literature on attachment by demonstrating the clear linkage between both green servicescape dimensions and place attachment. This study highlights customer familiarity construct that should be a critical issue in advancing the understanding of customer behavior in the green servicescape context.

Drawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand.

This paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations.

The findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement.

This paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement.

Positioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment.

Rallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

“Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.

This study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.

The results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.

Marketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.

The study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

The assessment of ecosystem services (ES) in urban areas can be an important policy instrument for both strategic directives at national and regional levels and concrete actions at municipality level. A unifying underpinning framework that combines different administrative levels through a common, consistent basis would greatly facilitate the mainstreaming of such an instrument. Three key concepts underpin this framework: urban ecosystems, nature-based solutions (NBS), and ES. First, NBS are acknowledged as the ecological assets that in the urban context can provide ES, meant as complex processes made possible through the existence of natural and seminatural systems at various scales. Second, the classification of urban ecosystems needs to be consistent with the treatment of urban areas in ecosystem accounting and with NBS levels of intervention and primary objectives. Third, by serving societal challenges, it is important to clearly frame the strategic drivers of change: whether it concerns management practices of current land use or radical conversions in land use. Finally, once such a framework will be in place, it can facilitate sustainability assessment in urban ecosystems by quantifying the presence of NBS, whose creation/maintenance assure the delivery of ES. The purpose of this chapter is to theoretically frame an ES-based approach, but this is only a first step. Many more steps are required on to concretely put this framework in practice at different administrative levels, such as strategic planning and policy setting (at national level), and urban, peri-urban, and coastal development (at municipal level).

Drawing on the author's multi‐method research on the viability of specific ecotherapy practitioner training and curriculum design, this paper debates how the use of ecotherapeutic approaches can provide a two‐pronged system to achieve both individual health (at micro level) and public and environment health outcomes (at macro level). The research sought the views of service users, practitioners and educationalists through use of interviews, focus groups, a nominal group, and an ethnographic case study group. This research raised other considerations: namely, that people seeking personal recovery also, through stewardship of green spaces, may achieve unanticipated social capital and natural capital outcomes and thereby meet current multi‐disciplinary policy targets. This added social value has not been previously considered as an important dimension in people's well‐being and recovery from ill health or social exclusion. Such outcomes emerge from the idea of green spaces becoming a ‘product’ delivered to the community by people whose pursuit of personal recovery also directly contributes to improved public mental health.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

This chapter will discuss understandings of forms of sustainable political economy within the context of sustainability in the community. Essentially, it will examine the issues which emerge when a community favours a green economic model within the context of the now largely discredited neo-liberal framework that never valued notions of sustainability, and is now largely in crisis due to the market decline and ‘credit crunch’. In addition, the section will outline the significance of community-based political economy for the development of sustainable forms of justice. A sustainable form of political economy incorporates particular concerns, such as ‘the geographical scope of production for local needs, and the exposing and combating the institutions and power structures that lead to poverty and lack of local control’ (Kennet & Heinemann, 2006, p. 78). Under the neo-liberal system, a dichotomy existed between community development and the dominant, yet ultimately unsustainable, growth-based form of political economy.

This paper takes its starting point in the possibilities consumers have to influence the greening of distribution. It focuses on three key actors who can facilitate consumer influence, namely e-tailers, logistics service providers (LSPs) and the consumers themselves. The purpose is to illuminate consumers' possibilities to influence the greening of distribution by exploring the communication between LSPs, e-tailers and consumers.

Website scans of the 40 largest Swedish e-tailers and ten LSPs were combined with interviews of three e-tailers and three LSPs.

The findings suggest that consumers at present have limited possibilities to influence the greening of distribution. One reason for this is the limited communication between LSPs, e-tailers and consumers. A gap in communication arises because e-tailers determine how to promote distribution alternatives on their websites, while it is the LSPs who develop and offer green distribution services.

This paper provides a first step in our understanding of what is needed in order to facilitate green distribution decisions from e-consumers.

E-tailers can gain an increased understanding of their important role as facilitators of environmentally sound decisions for consumers through their design of websites. This study also highlights the need for LSPs to support e-tailers in this work.

The study contributes to the societal striving towards zero greenhouse gas emission by focussing on decreasing environmental effects by using suitable logistics.

In contrast with previous research into the environmental impact of e-commerce distribution, this study investigates the possibilities consumers have to influence green logistics within e-commerce.