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The aim of this article is to examine the current marketing situation of sustainable buildings from a Finnish real estate developer’s perspective and deepen the market’s understanding on this subject.

The theoretical part of the paper is conducted through a literature study, and for the empirical part three different green building development projects were examined.

Results indicate that the environmentally efficient characteristics of the buildings are not considered to be their major selling arguments but simply something that is expected in today’s market and thus the green marketing actions of the real estate development company were subtle and quite ineffective.

It seems that at the moment, the marketing of sustainable buildings lacks green ambition and not all are equally convinced about their differentiation potential. However, by increasingly concentrating on the different benefits of sustainable buildings and effectively communicating those to the customers, greenness can be made into a truly competitive marketing argument.

The technology needed to build environmentally efficient buildings and the knowledge about their benefits is available. However, the ways of marketing these benefits to the public and customers and, as a result, increasing the amount of green buildings have not been the subject of much research.

Technology product manufacturers and marketers must take into account that customers' awareness and appreciation of the benefits of green technology and products have increased. The purpose of this paper is to determine how technology firms can benefit from green marketing and what pitfalls there are to avoid.

Based on a review of green marketing literature, the paper introduces four approaches to green marketing by means of a matrix outlining four factors associated with perceived and actual greenness of new products and new technology. Then, for each of the four approaches, an appropriate coping strategy is proposed that includes the issues that firms should consider when they use green marketing.

Customers' green values should be well understood when marketing plans for technology products are developed and implemented. Green marketing arguments should be communicated to customers in a coherent and truthful way, to avoid customer scepticism or disbelief.

The paper calls for an increased awareness of the way to utilize green marketing in technology firms. Supporting empirical evidence is still needed from future studies.

The contribution of the paper to academics and practitioners is increased understanding of how green marketing can be applied in technology firms.

This research aims to examine which cooperative contract (wholesale-price contract or cost-sharing contract) can more effectively upgrade the green degree of product and promote demand when considering consumer reference price effect under different power structures.

This research investigates a dyadic green supply chain composed of one manufacturer and one retailer. Four Stackelberg game models with a cost-sharing contract or a wholesale-price contract are built in retailer-led and manufacturer-led scenarios, respectively. Using backward induction, the optimal green decision under each model is obtained. In addition, the optimal cooperative contract is proposed by comparing these four models.

It is found that under consumer reference price effect, a cost-sharing contract outperforms a wholesale-price contract in upgrading product greenness and promoting demand. Under any single contract, the retailer-led situation is more conducive to improving product greenness than the manufacturer-led situation. Moreover, consumer reference price effect would reduce the sharing ratio of a cost-sharing contract when the manufacturer dominates, but it could mitigate the problem of double marginalization by reducing wholesale and retail prices under both types of contracts, which would enhance consumer surplus.

It is a new attempt to incorporate consumer reference price effect and power structure into a green supply chain framework and proposes a novel demand function that simultaneously emphasizes consumer reference price effect, consumer environmental awareness and product green attribute. In addition, it provides managerial insights for business managers to choose green cooperative contracts with consumer reference price effect under different power structures.

The purpose of this article is to investigate the influences of green product innovation and product process innovation on two constructs of green innovation casual chain: green product competitive advantage and green new product success. The impacts of green product competitive advantage as a partial mediator in the link between green product/process innovations and green new product success are also examined.

A model with four constructs is presented and tested on a sample of 203 R&D project leaders of electronics firms operating in China using quantitative methods.

It is found that green product and process innovations are positively associated with green product competitive advantage and green new product success, and green product competitive advantage partially mediates the relationships between green product/process innovations and green new product success. It is also found that green product innovation exerts a stronger influence on the consequential constructs than green process innovation.

The positive causalities among the constructs suggest that green innovation is more than a branding support. It pays to pursue green innovation. Green product innovation is demonstrated to have a positively stronger influence on both green product competitive advantage and green new product success than green process innovation. The difference in impact signals that when operating under limited resources, green product innovation should be pursued first.

The article addresses the gap in green innovation theory concerning the associations among the key constructs of green innovation causal chain. It is the first green innovation research ever conducted in the e‐industry in China. The causalities identified can be leveraged to improve Chinese e‐industry players’ innovative and competitive capabilities and to encourage them to stay proactive in addressing challenges arising from environmental issues.

This study provides an integrative model that facilitates green product innovation (GPI) by adopting dynamic capabilities theory and the motivation-opportunity-ability (MOA) framework. Drawing on dynamic capabilities theory, this study emphasizes green supply chain integration (GSCI), consisting of internal and external integration, as a dynamic capability that drives GPI. Moreover, this study analyzes the environmental conditions that benefit the development of dynamic capabilities using the MOA framework and focuses specifically on government support (GS) and market greenness (MG) as precursors to GSCI.

Survey data were collected from 300 Chinese manufacturing firms. The proposed hypotheses were tested using hierarchical multiple regression analysis.

The regression analysis reveals that (1) GS and MG positively affect both internal and external integration and (2) internal and external integration positively affect GPI.

In explicating a model of GPI, this study extends the theoretical lens of dynamic capabilities beyond the intraorganizational level to the supply chain level. Moreover, this study enhances the understanding of dynamic capability development by considering the environmental conditions that represent motivation- and opportunity-based drivers of GSCI.

Aims to redress a research gap on green issues through its focus on consumer perceptions of environmental nuisances arising in a service setting (freight transport). Presents the results of the preliminary stage of a large‐scale study, which consisted of semi‐structured personal interviews with members of the general public. Following a descriptive comparison of nuisances arising from road and rail freight transport, tests a number of hypotheses generated from the limited available research on socio‐demographic and situational factors which are likely to impinge on individuals′ perceptions of environmental nuisances.

The concept of “green product development (GPD)” has been emerged as a global phenomenon. The main objective of GPD is to minimize the impact of industrial growth on the environment across the globe. Many researchers have actively contributed articles for developing GPD, but none of them provide direction and guidance for an effective implementation of GPD in organizations. Thus, the purpose of this paper is to identify a comprehensive list of the principles, practices, tools and techniques, and integrate them to develop and propose a new framework for GPD for effective implementation in organizations.

The present study has examined 37 frameworks published from 1991 to 2012 in selected 23 peer reviewed journals. The study has also identified pillars of the framework with the help of comparative analysis performed on the selected GPD frameworks. The study has formed a team to identify critical elements in the field of GPD. The team consisted academicians, practitioner and consultant.

The findings of the present paper bring out extremely incoherent utilization of elements for implementing GPD. The study has identified 80 unique elements and 11 pillars to propose a comprehensive conceptual framework in the field of GPD with the help of comparative analysis. Also, the present study analysis of selected research articles founds that future research in GPD should be directed towards finding a coherent set of elements that may be further employed to formulate and execution of frameworks. To achieve the required task, the study has proposed a conceptual comprehensive framework in the field of GPD with the help of extensive literature survey and comparative analysis.

The study has conducted extensive literature survey using various online portals and sources. It has not only performed critical review on existing sample of the frameworks but also raised the issue of what is really a framework and how to identify the frameworks from the literature. The study also provides guidelines to the future researchers to propose new frameworks in the field of GPD.

Institutional pressure and corporate social responsibility (CSR) are gaining increasing recognition in scholarly works; however, there is an apparent and unsettled relationship between these concepts and the concept of green marketing adoption (GMA) that influences efforts to gain a relative competitive advantage (RCA). This study is aimed at examining the roles of institutional pressure and CSR on GMA and RCA and proposes recommendations for promoting green marketing management and CSC in the banking industry in Vietnam.

In this study, partial least squares structural equation modeling is utilized to investigate the evolution of the structural model, while the hypotheses are evaluated using structural equation modeling (SEM). The data are scrutinized from 288 banking employees through an online survey.

The results show that the components of institutional pressure exert a significant impact on GMA and RCA, but the level and type of this impact differ. Additionally, the mediating role of the CSR variable in this relationship is revealed. Under the influence of institutional pressure, companies tend to increase their implementation of CSR activities, thereby promoting their GMA and RCA.

This study offers both theoretical and practical implications. Theoretically, this study adds to the extant evidence concerning the significance of CSR integration and institutional pressure to the advancement of GMA. In addition, maintaining a focus on fostering holistic GMA practices has enabled the banking industry in Vietnam to achieve an RCA.

The purpose of this paper is to explore intents of green advertisements.

Using NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed.

Four types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers.

This study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising.

The intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions.

This study is unique to determine intents of green advertisements.