Search results for: green marketing

Authors: Abdulah Hamads Alatiah

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The green architecture represents the essence of the sustainability process and the fundamental rule in the desert areas' reconstruction seeking to maintain the environmental balance. This study is based on the analytical descriptive approach, to extract the objectives of green architecture in the desert areas, and reveal the most important principles that contribute to highlight its economic, social, and environmental importance, in addition to standing on the most important technical standards that can be relied upon to deal with its environmental problems. The green architecture aims: making use of the alternative energy, reducing the conventional energy consumption, addressing its negative effects, adapting to the climate, innovation in design, providing the individuals' welfare and rationalizing the use of the available resources to maintain its environmental sustainability.

Keywords: green architecture, the warm-dry climate, natural lighting, environmental quality, renewable energy, weather changes

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Authors: Utkrash Sarkar, Vineet Tiwari, Shailendra Singh

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The development of social media has brought about a tremendous change in the marketing scenario for every industry. It has become a new hybrid element of the promotional mix in the marketing segment. This paper tries to show some light on the fact that in today’s scenario social media is a platform that everyone should take in consideration for any type of marketing campaign. In this paper, we have formulated a questionnaire, and through it, we have tried to gather information from the respondents that how social media is influencing their decision when they choose their travel destinations for tourism purpose, does it help in creating any awareness about places which they don’t have an idea? As a result, guiding the state government and providing them with a marketing strategy that how they can use social media in a better manner so that they could help increase their revenue and can make people aware about the places of the state which the target audience can plan to go for their next vacation.

Keywords: social media, marketing, information, decision making

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Authors: Ahmed F. Abdel Qader

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Viral marketing has resulted in a lot of excitement recently as a novel technology in the field of marketing. The need of porting institutions to attract new customers for sporting products and services has increased, especially as many international and Arab clubs rely on them for most of their funding. These organizations, especially clubs, have outlets for selling their products and services; therefore, they are in need for new approaches that are related to modern communication and innovative distribution methods that can depend on the present audience in conveying e-ads to other users in light of the increase in social media users in the Arab world. This study aims at developing a marketing plan for sporting products and services through viral marketing of social media users. The researcher used the descriptive method. The sample consisted of 1991 social media users in 13 Arab countries. The questionnaire consisted of five themes and 42 items. Allan Dib 'one-page marketing plan' was used to develop the sporting products and services marketing plan. The study found that participants reported watching e-ads of sporting products and services that appeared during browsing social media pages; Facebook was the most used means for receiving ads about sporting products and services; sharing the product’s ad depends on the availability of incentives; purchasing sporting products and services takes place after a recommendation by a relative or a friend; and their evaluation of sporting products and services depends on the experiences of other people. The study recommends that the proposed plan should be used in marketing sporting products and services.

Keywords: viral marketing, sporting products, social media, Arab world

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Authors: E. Elgohary, R. Abdelazyz

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The research aims to clarify the effect of the marketing culture on improving the e-service quality for foreign and domestic information technology companies in the Arab Republic of Egypt. So the researcher sought to include the dimensions of the marketing culture, which are (customer service, management style, sales mission, internal communications, technology, wages and rewards, innovation) as measures of marketing culture for its effect on improving the e-service quality in this research. The research population consists of employees and customers of the companies under study. The research problem was the following question: What is the effect of the actual application of marketing culture on improving the e-service quality? To answer that, three main hypotheses were adopted, and they were tested by statistical means for the data collected through a questionnaire prepared and distributed for this purpose. Accordingly, the research presented a set of results, the most important of which are: the need to pay attention to the dimensions of the marketing culture to improve the e-service quality, foreign companies were the most popular companies in applying the marketing culture compared to local companies. The research also recommends designing a system to continuously measure the performance of electronic service providers and work on spreading the culture of innovation among employees, linking reward programs to the extent of commitment to applying the elements of marketing culture while doing business.

Keywords: marketing culture, e-service quality, measurement models, quality measurements

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Authors: Gabriela Tutuanu

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The economic, social and environmental undesirable impact of the existing development pattern pushes to the adoption and use of a new development paradigm that of sustainable development. This paper intends to substantiate how the marketing can help the sustainable development. It begins with the subjects of sustainable development and sustainable marketing as they are discussed in literature. The sustainable development is a three dimensional concept which embeds the economic dimension, the social dimension and the environmental dimension that ask to have in view the simultaneous pursuit of economic prosperity, social equity and environmental quality. A major challenge to achieve these goals at business level and to integrate all three dimensions of sustainability is the sustainable marketing. The sustainable marketing is a relationship marketing that aims at building lasting relationships with the social and natural environment on a long-term thinking and futurity and this philosophy allows helping all three dimensions of sustainability. As marketing solutions that could contribute to the sustainable development. We advance the stimulation of sustainable demand, the constant innovation and improvement of sustainable products, the design and use of customized communication, a multichannel distribution network and the sale of sustainable products and services at fair prices. Their implementation will increase the economic, social and environmental sustainability at a large extent in the future if they are supported by political, governmental and legal authorities.

Keywords: sustainable development, sustainable marketing, sustainable demand, sustainable product, credible communication, multi-channel distribution network, fair price

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Authors: Mongezi Nene, Emma Ayesu-Koranteng, Christopher Amoah, Ayo Adeniran

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Although its use has been criticized over the years as being unencouraging, the green building concept is quickly overtaking other concepts, particularly in the construction of commercial properties. The goal of the study is to identify the variables influencing the use of green building practices when developing residential structures. A qualitative methodology, using interviews with semi-structured open-ended questions to 35 property practitioners operating residential apartments in Bloemfontein, South Africa, was used to collect primary data which was analysed using thematic content analysis. The findings show that while respondents have a good understanding of green building principles, they are not being used in the construction of residential buildings in South Africa due to issues with green building approval procedures, the potential for tenant rent increases, the cost of materials, technical issues, contractual issues, and a lack of awareness, among others. This paper recommends among others an urgent need to implement measures by stakeholders towards enhancing the adoption of green building concepts in the construction of residential buildings as well as incentivising its construction through lowered property rates.

Keywords: green building, residential apartments, construction, South Africa

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Authors: Mohamad Javad Shakouri, Behshad Riahipour

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Today, the use of medicinal herbs in architecture and green space has a significant effect on the process of calming human and increases the reliability coefficient of design and design flexibility. The current research was conducted with the aim to design green roof and investigate the effect of medicinal herbs such as cress, leek, fenugreek, beet, sweet fennel, green basil, purple basil, and purslane on reducing the number of environmental pollutants (copper, zinc, and cadmium). Finally, the weight of the dry plant and the concentration of elements zinc, lead, and cadmium in the herbs was measured. According to the results, the maximum dry weight (88.10 and 73.79 g) was obtained in beet and purslane respectively and the minimum dry weight (24.12 and 25.21) was obtained in purple basil, and green basil respectively. The maximum amount of element zinc (235 and 213 mg/kg) and the maximum amount of lead (143 mg/kg) were seen in sweet fennel and purple basil. In addition, the maximum amount of cadmium (13 mg/kg) was seen in sweet fennel and purple basil and the minimum amount of lead and cadmium (78 and 7 mg/kg) was seen in green basil, and the minimum amount of zinc (110 mg/kg) was seen in leek. On the other hand, the absorption amount of element lead in the herbs beet and purslane was the same and both absorbed 123 mg/kg lead. Environmentally, if green roofs are implemented extensively and in wide dimensions in urban spaces, they will purify and reduce pollution significantly by absorbing carbon dioxide and producing oxygen.

Keywords: medicinal herbs, green space, green roof, heavy metals, lead, green basil

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Authors: Adila Shafqat

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Climate change and urbanization has changed the face of many cities in developing countries. Urbanization is linked with land use and land cover change, that is further intensify by the effects of changing climates. Green infrastructures provide numerous ecosystem services which effect the physical set up of the cities in the long run. Land surface temperatures is considered as defining parameter in the studies of the thermal impact on the land cover. Current study is conducted in the semi-arid urban areas of the Bahawalpur region. Accordingly, Land Surface Temperatures and land cover maps are derived from Landsat image through remote sensing techniques. The cooling impact of green infrastructure is determined by calculating land surface temperature of buffered zones around green infrastructures. A regression model is applied for results. It is seen that land surface temperature around green infrastructures in 1 to 3 degrees lower than the built up surroundings. The result indicates that the urban green infrastructures should be planned according to the local needs and characteristics of landuse so that they can effectively tackle land surface temperatures of urban areas.

Keywords: climate change, surface temperatures, green spaces, urban planning

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Authors: Katerina Kormusheva

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Pricing plays a pivotal role in the marketing discipline as it directly influences consumer perceptions, purchase decisions, and overall market positioning of a product or service. This paper seeks to expand current knowledge in the area of discriminatory and differential pricing, a main area of marketing research. The methodology includes developing a framework and a model for determining how many price points to implement in differential pricing. We focus on choosing the levels of differentiation, derive a function form of the model framework proposed, and lastly, test it empirically with data from a large-scale marketing pricing experiment of services in telecommunications.

Keywords: marketing, differential pricing, price points, optimization

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Authors: Mohamed Amine Ferhat, Mohamed Nadjib Bouhatem, Farid Chemat

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One of the principal aims of sustainable and green processing development remains the dissemination and teaching of green chemistry to both developed and developing nations. This paper describes one attempt to show that “north-south” collaborations yield innovative sustainable and green technologies which give major benefits for both nations. In this paper we present early results from a solvent free microwave extraction (SFME) of essential oils using fresh orange peel, a byproduct in the production of orange juice. SFME is performed at atmospheric pressure without added any solvent or water. SFME increases essential oil yield and eliminate wastewater treatment. The procedure is appropriate for the teaching laboratory, and allows the students to learn extraction, chromatographic and spectroscopic analysis skills, and are expose to dramatic visual example of rapid, sustainable and green extraction of essential oil, and are introduced to commercially successful sustainable and green chemical processing with microwave energy.

Keywords: essential oil, extraction, green processing, microwave

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Authors: Olutola Funmilayo Adekeye

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Tradition African practice of architecture can be said to be deeply rooted in Green Architecture in concept, design and execution. A study into the ancient building techniques in Ilorin Emirate depicts prominent (eco-centric approach of) Green Architecture principles. In the Pre-colonial era before the introduction of modern architecture and Western building materials, the Nigeria traditional communities built their houses to meet their cultural, religious and social needs using mainly indigenous building materials such as mud (Amo), cowdung (Boto), straws (koriko), palm fronts (Imo-Ope) to mention a few. This research attempts to identify the various techniques of applying the traditional African principles of Green Architecture to Ilorin traditional buildings. It will examine and assess some case studies to understand the extent to which Green architecture principles have been applied to traditional building designs that are still preserved today in Ilorin, Nigeria. Furthermore, this study intends to answer many questions, which can be summarized into two basic questions which are: (1) What aspects of what today are recognized as important green architecture principles have been applied to Ilorin traditional buildings? (2) To what extent have the principles of green architecture applied to Ilorin traditional buildings been ways of demonstrating a cultural attachment to the earth as an expression of the African sense of human being as one with nature?

Keywords: green architecture, Ilorin, traditional buildings, design principles, ecocentric, application

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Authors: Mehrnoosh Askarizadeh

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The foundation of all marketing is composed by relations. Thus, all marketing activities concentrated to establish, develop and maintain successful relational exchanges. By building strong relational bonds, relationship marketing improves customer loyalty resulting in improved firm performance. Relationship marketing is a strategically important tool to use to obtain and secure the result of customer’s loyalty, which leads to higher competitiveness and also enhanced satisfaction among the customers. The study revealed that there subsist significant relationships between customer satisfaction and loyalty. It is recognized that with improvement of customer satisfaction a firm will find customers that are more loyal. Based it, firm managers are advised to satisfy and better manage their relationships through quality product and service offerings to their customers as a competitive policy in the marketplace. These offerings are required to meet or surpass consumers’ expectations.

Keywords: customer loyalty, customer satisfaction, trend, relationship marketing

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Authors: Panpan Feng

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The concept of green infrastructure originated in Europe and the United States. It aims to ensure smart growth of urban and rural ecosystems and achieve sustainable urban and rural ecological, social, and economic development by combining it with gray infrastructure in traditional planning. Based on the literature review of the theoretical origin, value connotation, and measurement methods of green infrastructure, this study summarizes the research content of green infrastructure at different scales from the three spatial levels of region, city, and block and divides it into functional dimensions, spatial dimension, and strategic dimension. The results show that in the functional dimension, from region-city-block, the research on green infrastructure gradually shifts from ecological function to social function. In the spatial dimension, from region-city-block, the research on the spatial form of green infrastructure has shifted from two-dimensional to three-dimensional, and the spatial structure of green infrastructure has shifted from single ecological elements to multiple composite elements. From a strategic perspective, green infrastructure research is more of a spatial planning tool based on land management, environmental livability and ecological psychology, providing certain decision-making support.

Keywords: green infrastructure, multi-scale, social and ecological functions, spatial strategic decision-making tools

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Authors: Fatima Naz, Ayesha Tariq

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In view of growing of the internet users for e-commerce and taking into account, the emergent impact of word of mouth phenomenon this research has different aims. The aims of this study were built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in the word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by the interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of the study are: 1) How community utilizes and multiplies word of mouth information about online purchasing experience? 2) How communities perceive the word of mouth marketing? 3) How marketers take the word of mouth phenomenon and how they handle it?

Keywords: belief, power, inspiration, self-expression, positive attitude to online marketing, forwarding of contents, purchasing decision, standard marketing

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Authors: Manuela Nayantara Jeyaraj

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Green IT is a term that refers to the collective strategic and tactical practices that unswervingly condense the carbon footprint to a diminished proportion in an establishment’s computing procedures. This concept has been tightly knit with IT related organizations; hence it has been precluded to be applied within non-IT organizations in Sri Lanka. With the turn of the century, computing technologies have taken over commonplace activities in every nook and corner in Sri Lanka, which is still on the verge of moving forth in its march towards being a developed country. Hence, it needs to be recursively proven that non-IT industries are well-bound to adhere to ‘Green IT’ practices as well, in order to reduce their carbon footprint and move towards considering the practicality of implementing Green-IT practices within their work-arounds. There are several spheres that need to be taken into account in creating awareness of ‘Green IT’, such as the economic breach, technologies available, legislative bounds, community mind-set and many more. This paper tends to reconnoiter causes that currently restrain non-IT organizations from considering Green IT concepts. By doing so, it is expected to prove the beneficial providence gained by implementing this concept within the organization. The ultimate goal is to propose feasible ‘Green IT’ practices that could be implemented within the context of Sri Lankan non-IT sectors in order to ensure that organization’s sustainable growth towards a long term existence.

Keywords: computing practices, Green IT, non-IT industries, Sri Lanka, sustainability

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Authors: Mia Wimala, Emma Akmalah, Ira Irawati, M. Rangga Sururi

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One way that has been aggressively implemented in creating a sustainable environment nowadays is through the implementation of green building concept. In order to ensure the success of its implementation, the support and initiation from educational institutions, especially higher education institutions are indispensable. This research was conducted to figure out the obstacles restraining the success of green campus implementation in Indonesia, as well as to propose strategies to overcome those obstacles. The data presented in this paper are mainly derived from interview and questionnaire distributed randomly to the staffs and students in 10 (ten) major institutions around Jakarta and West Java area. The data were further analyzed using ANOVA and SWOT analysis. According to 182 respondents, it is found that resistance to change, inadequate knowledge, information and understanding, no penalty for any environmental violation, lack of reward for green campus practices, lack of stringent regulations/laws, lack of management commitment, insufficient funds are the obstacles to the green campus movement in Indonesia. In addition, out of 6 criteria considered in UI GreenMetric World Ranking, education was the only criteria that had no significant difference between public and private universities in generating the green campus performance. The work concludes with recommendation of strategies to improve the implementation of green campus in the future.

Keywords: green campus, obstacles, sustainable, higher education institutions

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Authors: Shadi Motamedighazvini, Roohollah Taherkhani, Mahdi Mahdikhani, Najme Hashempour

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Nowadays, green building rating systems are an inevitable necessity for managing environmental considerations to achieve green buildings. The aim of this paper is to deliver a detailed recognition of what has been the focus of green building policymakers around the world; It is important to conduct this study in a way that can provide a context for researchers who intend to establish or upgrade existing rating systems. In this paper, fifteen rating systems including four worldwide well-known plus eleven local rating systems which have been selected based on the answers to the questionnaires were examined. Their similarities and differences in mandatory and prerequisite clauses, highest and lowest scores for each criterion, the most frequent criteria, and most frequent sub-criteria are determined. The research findings indicated that although the criteria of energy, water, indoor quality (except Homestar), site and materials (except GRIHA) were common core criteria for all rating systems, their sub-criteria were different. This research, as a roadmap, eliminates the lack of a comprehensive reference that encompasses the key criteria of different rating systems. It shows the local systems need to be revised to be more comprehensive and adaptable to their own country’s conditions such as climate.

Keywords: environmental assessment, green buildings, green building criteria, green building rating systems, sustainability, rating tools

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Authors: S. Saroop, D. Allopi

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In the area of civil infrastructure, there is an urgent need to apply technologies that deliver infrastructure sustainably in a way that is cost-effective. Civil engineering projects can have a significant impact on ecological and social systems if not correctly planned, designed and implemented. It can impact climate change by addressing the issue of flooding and sustainability. Poor design choices now can result in future generations to live in a climate with depleted resources and without green spaces. The objectives of the research study were to rate the sensitivity of various greener infrastructure technologies that can be used in township infrastructure, at the various stages of the project. This paper discusses the Green Township Infrastructure Design Toolkit, that is used to rate the sustainability of infrastructure service projects. Various case studies were undertaken on a range of infrastructure projects to test the sensitivity of various design solution against sustainability criteria. The Green reporting tools ensure efficient, economical and sustainable provision of infrastructure services.

Keywords: eco-efficiency, green infrastructure, green technology, infrastructure design, sustainable development

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Authors: M. Azugama, P. Okoro Ugo Chigozie, A. O. Nnamocha

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Emotional Intelligence constitutes powerful psychological forces that can strongly influence performance in behaviour, interaction and relationship management. Surprisingly how emotions are interpreted and employed in marketing of hospitality experience have had limited comprehension. Marketing of hospitality experiences have important emotional dimensions which the traditional marketing techniques tend to underplay. Guest and host relationship are challenged by mutual hospitableness obligations; suggesting that the commercial practice of delivering satisfactory guest experience has much to gain from traditional understanding of hospitality. By understanding the emotion-based hospitality transaction between guests and hosts, customers’ experiences can be delivered over and against competitor pressure. In this paper, marketing strategies and tactics in hospitality and tourism are principally concerned with adjusting each of the 6P & T elements (i.e. product, place, price and promotion; and adding people, processes and Time in service contexts), to provide a competitive offer (experience) to customers.

Keywords: Emotional intelligence, hospitality and tourism, relationship management, marketing

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Authors: Rosidah Rosidah

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The paper aims to identify and examine the effectiveness of social marketing as an approach for conducting anti-corruption campaign. Social marketing has been widely used to promote social change for the benefit of individual and society; such as for promoting healthy foods consumption, encouraging breastfeeding, reducing smoking, solving alcohol problem and drunk driving. Therefore, it is believed that this approach can be promising to be used in anti-corruption campaign. It is because social marketing can be useful of prompting people to act in accordance to the existing norms that denounce corruption, or help to establish new norms that more averse to corruption. It has established into evidence and insight based approaches to social campaign that focus on changing people’s behavior. Qualitative approach will be used in this study, with the using of literature review and secondary data analysis as the research methods. This paper is still on preliminary stage, which its results is expected to provide fundamental basis for designing model of intervention (anti-corruption campaign) using social marketing approaches.

Keywords: anti-corruption campaign, behavioral change, social influence, social marketing

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Authors: Rania Ajmi, Faiza Allouche Khebour, Aude Nuscia Taibi, Sirine Essasi

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Urban green spaces (UGS) as an important contributor can be a significant part of sustainable development. A spatial method was employed to assess and map the spatial distribution of UGS in five districts in Sousse, Tunisia. Ecological management of UGS is an essential factor for the sustainable development of the city; hence the municipality of Sousse has decided to support the districts according to different green spaces characters. And to implement this policy, (1) a new GIS web application was developed, (2) then the implementation of the various green spaces was carried out, (3) a spatial mapping of UGS using Quantum GIS was realized, and (4) finally a data processing and statistical analysis with RStudio programming language was executed. The intersection of the results of the spatial and statistical analyzes highlighted the presence of an imbalance in terms of the spatial UGS distribution in the study area. The discontinuity between the coast and the city's green spaces was not designed in a spirit of network and connection, hence the lack of a greenway that connects these spaces to the city. Finally, this GIS support will be used to assess and monitor green spaces in the city of Sousse by decision-makers and will contribute to improve the well-being of the local population.

Keywords: distributions, GIS, green space, imbalance, spatial analysis

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Authors: Omil Nady Mahrous Maximous

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The article deals with the use of modern information technologies to achieve pro-ecological marketing goals in company-customer relationships. The purpose of the article is to show the possibilities of implementing modern information technologies. In B2C relationships, marketing departments face challenges stemming from the need to quickly segment customers and the current fragmentation of data across many systems, which significantly hinders the achievement of marketing goals. Thus, Article proposes the use of modern IT solutions in the field of marketing activities of companies, taking into account their environmental goals. As a result, its importance for the economic and social development of the emerging countries has increased. While traditional companies emphasize profit maximization as a core business principle, social enterprises must solve social problems at the expense of profit. This rationale gives social enterprises an edge over traditional businesses by meeting the needs of those at the bottom of the pyramid. This also represents a major challenge for social business, since social business acts on the one hand for the benefit of the public and on the other strives for financial stability. Otherwise, the company is unlikely to be fired from the company. Cultures play a role in business communication and research. Using the example of language in international relations, the article presents the problem of the articulation of research cultures in management and linguistics and of cultures as such. After an overview of current research on language in international relations, this article presents the approach to communication in international economy from a linguistic point of view and tries to explain the problems of communication in business starting from linguistic research. A step towards interdisciplinary research that brings together research in the fields of management and linguistics.

Keywords: international marketing, marketing mix, marketing research, small and medium-sized enterprises, strategic marketing, B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis consumer behavior, experience, experience marketing, marketing employee organizational performance, internal marketing, internal customer, direct marketing, mobile phones mobile marketing, Sms advertising

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Authors: Xin Wang, Chaoqun Ma, Zheng Yao

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Although green technology innovation faces new opportunities and challenges in the digital era, its theoretical research remains limited. Drawing on the attention-based view, this study employs the spatial Durbin model to investigate the impact of local government digital attention and digital industrial agglomeration on green technology innovation across 30 Chinese provinces from 2011 to 2021, as well as the spatial spillover effects present. The results suggest that both government digital attention and digital industrial agglomeration positively influence green technology innovation in local and neighboring provinces, with digital industrial agglomeration exhibiting a positive moderating effect on this direct local and indirect spatial spillover relationship. The findings of this study provide a new theoretical perspective for green technology innovation research and hold valuable implications for the advancement of the attention-based view and green technology innovation.

Keywords: local government digital attention, digital industrial agglomeration, green technology innovation, attention-based view

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Authors: Chayarat Tantanasarit, Sandhya Babel

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Green mussels (Perna viridis) can effectively remove nutrients from seawater through their filtration process. This study aims to estimate 'net' nutrient removal rate by green mussel through calculation of nutrient uptake and release. Nutrients (carbon, nitrogen, and phosphorus) uptake was calculated based on the mussel filtration rate. Nutrient release was evaluated from carbon, nitrogen, and phosphorus released as mussel feces. By subtracting nutrient release from nutrient uptake, net nutrient removal by green mussel can be found as 3302, 380 and 124 mg/year/indv. Mass balance model was employed to simulate nutrient removal in actual green mussel farming conditions. Mussels farm area, seawater flow rate and amount of mussels were considered in the model. Results show that although larger quantity of green mussel farms lead to higher nutrient removal rate, the maximum green mussel cultivation should be taken into consideration as nutrients released through mussel excretion can strongly affect marine ecosystem.

Keywords: carbon, ecretion, filtration, nitrogen, phosphorus

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Authors: Agnes J. Otjen, Sarah Keller

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A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media.

Keywords: consumer, research, marketing, communications

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Authors: Hamed Azad, Azadeh M. Ardakani

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Visual content, as an integral part of social media marketing, is growing dramatically. They are, in different technological usage categories (i.e., photos, graphics, animation IGTV, Stories, Livestreams, and Reels), associated with improving customer engagement behaviours (CEBs) in social commerce (SC). However, few researchers have explored the impact of specific and occasional contents that respect green products, gender equality, religious freedom, and LGBTs' rights. This study aims to compare and analyse how the ten best global brands (Interbrand's) in different categories communicate with customers on Instagram. Netnography approach and method used to conduct the data collection and data analysis of 1072 Instagram posts and 10494 comments. The results show that brands in fashion, sport, and homeware categories (H&M, Nike, and Ikea) emerge to use more effective content with the above global values elements than other brand categories. Findings also indicate that some different themes such as celebrities, models, pets, kids, aged and disabled people are part of visual management strategies on Instagram brands' pages. This research aims to inform researchers to consider all aspects of visual elements in content quality and marketing managers to increase brand optimisation, awareness, and authenticity by promoting contemporary world values on Instagram.

Keywords: green products, gender equality, religious freedom, LGBTs, Instagram, netnography

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Authors: Assia Sadki, Soumiya Mekkaoui, Abdellatif Ait Heda

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Territorial marketing is a crucial element in the improvement of the attractiveness and competitiveness of a region, city or country. It is important to identify the different tools that distinguish the area from the other places and use them in order to achieve territorial marketing objectives. This paper tries to present the assets of Argan oil, the endemic terroir product, in the development of the tourism sector in Souss Massa. Starting from the Argan tree forests to the final use of the oil, every stage of the process can be developed as a tourism product in order to make the region more appealing to tourists.

Keywords: territorial marketing, terroir product, rural tourism, ecotourism, Argan oil

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Authors: Wann-Ming Wey

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In recent years, the problems of global climate change and natural disasters have induced the concerns and attentions of environmental sustainability issues for the public. Aside from the environmental planning efforts done for human environment, Transit-Oriented Development (TOD) has been widely used as one of the future solutions for the sustainable city development. In order to be more consistent with the urban sustainable development, the development of the built environment planning based on the concept of Green TOD which combines both TOD and Green Urbanism is adapted here. The connotation of the urban development under the green TOD including the design toward environment protect, the maximum enhancement resources and the efficiency of energy use, use technology to construct green buildings and protected areas, natural ecosystems and communities linked, etc. Green TOD is not only to provide the solution to urban traffic problems, but to direct more sustainable and greener consideration for future urban development planning and design. In this study, we use both the TOD and Green Urbanism concepts to proceed to the study of the built environment planning and design. Fuzzy Delphi Technique (FDT) is utilized to screen suitable criteria of the green TOD. Furthermore, Fuzzy Analytic Network Process (FANP) and Quality Function Deployment (QFD) were then developed to evaluate the criteria and prioritize the alternatives. The study results can be regarded as the future guidelines of the built environment planning and designing under green TOD development in Taiwan.

Keywords: green TOD, built environment, fuzzy delphi technique, quality function deployment, fuzzy analytic network process

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Authors: Abhijit Das, Runu Chakraborty

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Tea is the most widely consumed beverage aside from water; it is grown in about 30 countries with a per capita worldwide consumption of approximately 0.12 liter per year. Green tea is of growing importance with its antioxidant contents associated with its health benefits. The various extraction methods can influence the polyphenol concentrations of green tea. The purpose of the study was to quantify the polyphenols, flavonoid and antioxidant activity of both caffeinated and decaffeinated form of tea manufactured commercially in Assam, North Eastern part of India. The results display that phenolic/flavonoid content well correlated with antioxidant activity which was performed by DPPH (2,2-diphenyl-1-picrylhydrazyl) and FRAP (Ferric reducing ability of plasma) assay. After decaffeination there is a decrease in the polyphenols concentration which also affects the antioxidant activity of green tea. For the enrichment of antioxidant activity of decaffeinated tea a herbal plant extract is used which shows a synergistic effect between green tea and herbal plant phenolic compounds.

Keywords: antioxidant activity, decaffeination, green tea, flavonoid content, phenolic content, plant extract

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Authors: M. Bortolini, E. Ferrari, F. G. Galizia, C. Mora

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In the last decades, an increasing set of companies adopted lean philosophy to improve their productivity and efficiency promoting the so-called continuous improvement concept, reducing waste of time and cutting off no-value added activities. In parallel, increasing attention rises toward green practice and management through the spread of the green supply chain pattern, to minimise landfilled waste, drained wastewater and pollutant emissions. Starting from a review on contributions deepening lean and green principles applied to supply chain management, the most relevant drivers to measure the performance of industrial processes are pointed out. Specific attention is paid on the role of cost because it is of key importance and it crosses both lean and green principles. This analysis leads to figure out an original reference framework for integrating lean and green principles in designing and managing supply chains. The proposed framework supports the application, to the whole value chain or to parts of it, e.g. distribution network, assembly system, job-shop, storage system etc., of the lean-green integrated perspective. Evidences show that the combination of the lean and green practices lead to great results, higher than the sum of the performances from their separate application. Lean thinking has beneficial effects on green practices and, at the same time, methods allowing environmental savings generate positive effects on time reduction and process quality increase.

Keywords: environmental sustainability, green supply chain, integrated framework, lean thinking, supply chain management

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