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The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the intention to purchase organic food. A consumer survey was conducted with a specific focus on buyers of organic food products in Bosnia and Herzegovina. Data were collected during December 2016 via an online survey, eventually obtaining 173 valid questionnaires for analysis. The indirect effect of organic food knowledge, subjective norm, personal norm, organic food availability, attitude towards organic food and organic food scepticism on intention to purchase organic food was tested using the PROCESS Macro in SPSS. The results revealed that organic food knowledge, subjective norm, personal norm, attitude towards organic food have indirect effects on consumer intention to purchase organic food. Moreover, findings suggest that attitude towards organic food purchase mediates the link between these four factors and consumer’s intention to purchase organic food. In addition, it was proven that consumer innovativeness positively moderates the attitude-purchase intention link in the context of organic food consumption. This chapter enhances the external validity of previous empirical findings beyond the Western European context. Further, it provides some important guidelines to the retailers to develop and implement marketing strategies for organic food products.

Tourism is a big and complex system which incorporates a large number of public and private sectors that offer a wide range of products and services for different segments of tourists. Therefore, tourism development has become important for many organizations from different industries in the region. While tourism affords significant positive effects to tourism destination, it also adds large environmental footprint; to be more sustainable, the tourism industry needs to apply specific strategies to make it more environmentally friendly. Thus, sustainable tourism development becomes a paradigm shift to include a green orientation as a way to achieve these goals.

This chapter is focused on a green orientation in tourism in the Western Balkan countries. The purpose of this chapter is to examine the importance of a green orientation in tourism as an important way to achieve sustainable tourism development. The major method of research was secondary data collection. Key sources of information included literature concerning sustainable tourism and the green economy, green strategies in tourism, as demonstrated in the work of UNWTO, UNEP and WTTC. Data gathered from these organization’s web pages were examined.

The Western Balkan countries accepted and applied the idea of sustainable tourism development in practice, but they remain insufficient in application when it comes to green orientation in tourism. All countries in this region should adopt more precise green strategies for future tourism development to provide long-term benefits for local population, environment and economy in tourism destination.

The chapter describes the research objectives and different steps of the systematic literature review of existing studies on greenwashing. Both academics and practitioners may find this literature review useful, as it identifies the key features of the greenwashing research in a wide range of disciplines (management, marketing, accounting, corporate communication, etc.). The systematic literature review sheds light on the greenwashing types (and research gaps) in which the phenomenon takes shape. Time horizon (1990–mid 2021), keywords selection for queries on academic search engines, data collection, filtering criteria, etc., are explained and discussed in detail before presenting the main results in terms of frequency of publications over years, leading outlets in greenwashing research, trending articles, levels of analysis, geographical affiliation of first authors, theoretical approaches and methods used in this field of research. The chapter concludes by summarising the main types of greenwashing and possible avenues of research.

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.

Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.

The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.

The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.

The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.

Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.

The COVID-19 crisis has jolted the hotel landscape profoundly and sector's usual resistance to innovative efforts is gone. Ecologically innovative (green) hotels are now expected to set the benchmark in protecting the environment and mitigating human health hazards. The need for this study stems from the fact that eco-innovative (green) hotels need not only be established and promoted, but also accepted or adopted by guests. Existing studies have mostly relied on customer's pro-environmental attitude, knowledge, and a selective list of green hotel attributes in order to predict green hotel visit intentions. The objective of this study is to provide a comprehensive list of environmental and human health attributes that are likely to influence guest's decision to visit a green hotel. One of the first studies to utilize the diffusion of innovation (DOI) theory in sustainable hospitality research, this qualitative study identifies 27 key green hotel's perceived attributes. Examining the guest's expected green hotel attributes would help managers make their green efforts more effective and attract potential guests who have not yet stayed at green hotels.

This chapter aims to discuss the key issues of green entrepreneurship in tourism (GEiT), paying special attention to the environmental performance of green entrepreneurs and its relationship with strategy, brand reputation and long-term business growth.

Literature review is conducted on conceptual issues and several hotels first-hand experiences that were categorised to provide readers with business-world examples.

This chapter highlights how small- and medium-sized entrepreneurs are the agents who started green innovation initiatives and how larger corporations tested and validated them. A myriad of small green interventions awaits to be undercovered and implemented. Most of them can bring financial improvements to the entrepreneurs as the required initial investments are not necessarily high.

This chapter is explorative in nature, based on a literature review and interviews-based analysis of consolidated green initiatives, most of them being successful ones.

The forces driving green initiatives are identified and classified. Most important categories of green entrepreneurs are described and emphasis was placed on the managerial and marketing benefits linked to green initiatives and action plans.

This chapter presents models and concepts in an integrated way, facilitating a useful knowledge for prospective entrepreneurs wishing to acquire a better understanding of the opportunities and challenges related to eco-friendly business.

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.