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This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and simultaneously branded the efforts and outcomes to increase demand for Irish food products. The brand creation is discussed under headings of building predictability, creating innovative capacity, and facilitating an intimate relationship.

The chapter describes supply chain risk mitigation, brand development, and the relationship between the two, proposing that they should be regarded as simultaneous rather than separate processes. This is followed by the case history of Origin Green.

The literatures on risk mitigation and brand equity development are extended by suggesting that the development of each should be regarded as simultaneous rather than consecutive activities.

The chapter outlines a program for national branding and sustainability and an insight on risk mitigation and branding that should be of interest to policymakers designing such programs and senior leaders considering involvement.

This chapter will be useful to policymakers considering national or industry-wide initiatives. Further, the chapter demonstrates the opportunity and challenges of systemic approaches to sustainability. The opportunity to brand nations and systems and the need to simultaneously build supply chain and brand for such is an original insight that is of value to strategy and planning. Similarly, at firm level, removing risk from the supply chain and building a brand would be of value.

The purpose of this paper is to explore the origins of the two types of green innovations: proactive and reactive green innovations.

In order to satisfy the essence of the triangulation in methodology, this study applies a hybrid research method which includes both qualitative and quantitative research to discuss the origins of green innovations based on the two following stages. First, the study uses inductive logic from the perspectives of case study research and grounded theory to build the research framework and selects AU Optronics Corp. (AUO), the worldwide top three manufacturer in the TFT‐LCD industry, as the research object. Second, the study utilizes a questionnaire survey method to test the research framework proposed in the first stage.

This study divides green innovations into two types: proactive and reactive green innovations, because their origins are different. The results show that both of the internal origins – environmental leadership, environmental culture, and environmental capability and the external origins – the environmental regulations and the environmentalism of investors and clients – can generate reactive green innovation. However, only the internal origins can facilitate proactive green innovation. This study suggests that companies should invest their resources in cultivating the internal origins rather than the external origins.

The paper provides insights into what origins cause proactive and reactive green innovations by means of hybrid research method – qualitative and quantitative research – in Taiwan. This study builds up a theory about the origins of the two types of green innovations.

This study aims to investigate the impact of green image on student loyalty and to present a conceptual framework aimed at retaining current students and attracting new ones in higher education.

After review of prior studies using green image to predict customer loyalty in non-higher education industries and student loyalty in the context of higher education, a conceptual framework is developed after identifying research gaps in two sets of literature.

Using stimulus-organism-response (S-O-R) as a foundation, this study identifies core constructs in the green marketing perspective that may serve as predictors of student loyalty in higher education. A conceptual framework has been developed to examine the relationship between green image and loyalty of student in higher education, with student green satisfaction and institution reputation serving as mediators.

This study is restricted to developing a conceptual framework and no empirical evidence has been presented. However, the conceptual framework developed in this study could facilitate the theoretical and practical implications for enhancing loyalty of students in higher education.

This study contributes to the extant literature in the green marketing realm by extending the green perspectives in the higher education context. This is one of the earliest conceptual papers to examine loyalty of students in higher education using green image. The conceptual framework could serve as the foundation for future research on enhancing loyalty of students in higher education.

This study aims to propose a hierarchy of effects model to study three antecedents of green loyalty: green trust, green satisfaction and green overall image, and to examine the relationships between these variables. At present, environmental issues attract the attention of academics and professionals around the world. In the hospitality industry, this interest is even greater because of the considerable quantities of water and energy consumed by hotel companies and because of the environmental degradation that this industry can cause with unmanaged growth and development. For this reason, several authors have proposed incorporating the green loyalty construct as a key variable in tourism theory and practice.

To test the proposed model empirically, personal surveys of hotel customers were conducted in Spain using a structured questionnaire. A structural equations model was developed to test the research hypothesis.

The findings show that green overall image has positive direct effects on green trust, green satisfaction and green loyalty. At the same time, they reveal that both green trust and green satisfaction have positive effects on green loyalty. In addition, green trust has a positive influence on green satisfaction.

This research deals with the relationship between the variables of interest, without considering other antecedents and consequences. Thus, there is still a need to explore other mediating variables (e.g. willingness to pay more to stay in a green room, or commitment regarding environmental issues), as the explanatory power of this model could still be improved. In addition, given the role of green trust and green satisfaction as mediating variables of green overall image and green loyalty, this study recognizes the need for in-depth research into the enhancement of green trust and green satisfaction.

From a practical point of view, hoteliers and marketers working for a green hotel should develop a positive green overall image and enhance customers’ perceptions of green trust and green satisfaction. In particular, they should emphasize the importance of environmental issues to customers by promoting green campaigns. At the same time, hoteliers in a green context should create effective strategies to improve their hotel’s image.

Although existing research has investigated relevant aspects of customer trust, satisfaction, overall image and loyalty, these issues have not been discussed from a green marketing perspective. Apart from that, the main contribution of this paper is its exploration of the influence of green trust, green satisfaction and green overall image on green loyalty in a hospitality setting, following the framework of the hierarchy of effects model. By complementing previous studies on customer loyalty in the environmental context and exploring the relationships among these constructs, this study offers an assessment of how green marketing strategies in the hospitality industry increase green loyalty.

This chapter compares and discusses the 10 sustainability-oriented food supply chain innovations described in the previous chapters. Our purpose is to address and reflect on the questions and challenges introduced in the first chapter.

The cases are first analyzed in terms of the extent to which the innovations were motivated and impacted the social, environmental, and economic dimensions of sustainability. The various sustainable food supply chain practices adopted are compared. The third section explores the innovation strategies used in the cases, including the type of strategy, the breadth and level of innovativeness of the strategy, the governance approach, and the extent of capability development required. The final section presents our conclusions.

The results suggest that to become truly sustainable, companies need to adopt a broad set of practices that address all three dimensions of sustainability, and develop strategies to make the sustainability-oriented innovation economically viable. The more radical and systemic the innovation, the more difficult it is to generate these outcomes.

The purpose of this paper is to develop an integrative model where perceived competence, perceived warmth and “clean green image” of an exporting country are drivers for Chinese consumers' trust in food quality and food safety, which in turn predict their willingness to buy fresh fruit from this country.

Participants (N = 1,583) from the three metropolises in China were surveyed on their perceptions of the competence, warmth and clean green image of seven contrasting exporting countries and their trust in quality, trust in safety and willingness to buy fresh fruit imported from those countries.

Results support the proposed integrative model, explaining 39%–55% of the variance in willingness to buy. Clean green image was the strongest predictor of willingness to buy through enhanced trust in food quality. The effects of country competence and warmth on willingness to buy through trust in food safety and quality varied with exporting country.

The integrative model and findings of this study can help agri-food industries develop an in-depth understanding of Chinese consumers and to develop targeted strategies to increase willingness to buy through improving consumer trust in food quality and safety.

This study extends the country image framework which previously only consisted of human characteristics (i.e. perceived competence and warmth) by incorporating environmental characteristics (i.e. clean green image) in examining consumers' willingness to buy imported fresh fruit.

The Green Revolution was a singular event in world history; because of the Green Revolution, world prices for all crops declined. The agricultural mechanization issue was also driven by intellectual property rights (i.e., the right to patent products), as was the agricultural chemical revolution. The livestock industrialization revolution sharply lowered the prices for all livestock products. The Gene Revolution (i.e., the recombinant DNA revolution) further lowered the cost of producing farm products. The Gene Revolution was based on three events. The first was the discovery that DNA (Delbrook) was the carrier of genetic information. The second was the discovery by Watson and Crick of the double helix structure of DNA. The third was the method of stable insertion of DNA into a host genome (Cohen and Boyer). The future of agricultural research depends on the capacity of countries to invent and imitate.

The purpose of this paper is to explore whether green innovation strategy has a positive effect on green innovation. Furthermore, this study investigates whether both green organizational identity and environmental organizational legitimacy mediate the relationship between green innovation strategy and green innovation.

This study is designed as a quantitative research using questionnaires to collect data and employing a variance-based or partial least squares structural equation modeling to test the hypotheses.

The empirical results show that green innovation strategy positively affects green innovation. This study also demonstrates that green innovation strategy positively affects green innovation indirectly via green organizational identity and environmental organizational legitimacy in manufacturing companies in Indonesia as a developing country. This study suggests that firms should develop green innovation strategy and it must be reflected as green organizational identity to get environmental organizational legitimacy, and then firms will achieve a better green innovation performance.

This study has the following limitations. First, a structural equation modeling is used as an approach to test the hypotheses and this may raise the issue of causality. Second, although examining the antecedents of green innovation, this study does not investigate its consequences. Third, the sample size used in this study is relatively small and limited to companies in the Surabaya Industrial Estate Rungkut, Indonesia. Finally, this study employs a cross-sectional survey and the data obtained are based on the Likert scales that may raise the issue of perception bias of the sampled managers.

The results of this study suggest that managers need to verify the roles of green organizational identity and environmental organizational legitimacy in their companies. In the era of environmentally conscious society, managers need to start with developing a green innovation strategy. However, managers also need to understand that having a strategy is not sufficient enough to directly enhance green innovation performance. Managers need to seek approaches on how to cultivate a strong green organizational identity and use the identity to get environmental organizational legitimacy from the stakeholders.

This research model and results provide the empirical evidence of the importance of green innovation and its antecedents, namely, a green innovation strategy, green organizational identity and environmental organizational legitimacy. When manufacturing companies in Indonesia implement this model of managing environmental issues, the society will get more benefits in terms of the reduction of environmental degradation, the availability of more green products and programs, the improvements in resource efficiencies and economic development and the enhancement of the quality of life.

A research framework exploring the mediating roles of green organizational identity and environmental organizational legitimacy on green innovation strategy–green innovation relationship is developed to provide the empirical evidence for the organizational identity theory and the organizational legitimacy theory. This study also provides practical implications for managers who are facing the environmental awareness business environment. If they want to achieve a better green innovation performance, managers should enhance their awareness in managing the antecedents of green innovation performance, namely, green innovation strategy, green organizational identity and environmental organizational legitimacy.

This case highlights the green agriculture initiative of the Honliv High Tech Agricultural Development Co., Ltd. towards agriculture environmental protection and better life. In this process, the Honliv Company confronted many difficulties, such as addressing the green transformation concerns of the team, identifying the sustainable agriculture target, the project selection of red globe grape products, the planning of a demonstration vineyard and green marketing. Nevertheless, with the Red Globe Grape of the “Honliv brand” had won the certification of China’s “Grade A” green food mark, and its green marketing initiatives, such as the “picking and demonstration model” had won people’s identification. The company was awarded the honorary titles of “Red Globe grape planting demonstration base with the Chinese characteristics” and “pollution-free science and technology demonstration unit of Chinese fruits and vegetables.” By discussing the Honliv Company’s experience and difficulties during the sustainable agriculture transformation process, one can realize the importance of green agriculture initiatives for creating a better life for humans.

A coalition of students, professors, administrators and operational staff at Lafayette College designed an environmental module to integrate in-class curricular education with out-of-class environmental engagement. The purpose of this study was to improve the ethos of sustainability across campus.

The research reported here draws from qualitative and quantitative assessments to corroborate previous evidence that institution-wide collaboration is a necessary prerequisite for the successful development of such environmental campus programming.

It adds to those prior conclusions with the finding that three intertwined factors are critical keys to success. One is attention in the design process to coalition building between the academic, administrative and operational units of campus; second is a strong focus on organizational capacity; and third is explicit attention to preparing long-term management.

The particularities of college campuses, where student residence is temporary while the campus environment is continuous, require attention to organizational sustainability as much as the more common technical features of sustainability (e.g. energy, water, food, transportation systems, etc.). For small colleges seeking to implement similar programming to foster a culture of sustainability on their campuses, that commitment to organizational sustainability demonstrates that maintenance, durability and invested personnel are essential factors when similarly seeking interdisciplinary environmental education initiatives.

This paper describes the original program structure of Greening Lafayette. The program was built on the campus of Lafayette College through specific co-curricular, administrative, academic and facilities efforts. The paper details the approach Lafayette College students and faculty took to draw from best practices in campus sustainability, analyze their campus’ baseline engagement in and awareness of sustainability and leverage their college’s structures to design a program that generates a campus ethos of sustainability. It further elucidates the importance of ensuring the organizational sustainability of the program itself. While Greening Lafayette was designed for the context of a specific undergraduate campus, the program offers a model for faculty, students and administrators of other colleges and universities to build coalitions, design sustainability programming and develop an ethos of sustainability on their campuses.