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Green marketing. --- Sustainability.

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La 4e de couv. indique : "Intégrer le développement durable au cœur des approches et pratiques du marketing. Face aux enjeux environnementaux et sociaux majeurs auxquels est confrontée notre société, le marketing dispose d'approches et d'outils pour participer à la transformation sociétale et orienter les choix des consommateurs vers plus de durabilité. Dans cette perspective, cet ouvrage propose une vision du marketing durable, en tant qu’objectif à atteindre, ainsi que des outils et réflexions jalonnant le chemin pour y parvenir. Il développe un cadre d'analyse pour intégrer la durabilité au cœur des pratiques du marketing pour concevoir et piloter un marketing durable, de la stratégie au marketing-mix. Il offre une compréhension des concepts clés fondée sur les recherches académiques. Les chapitres sont ponctués de nombreuses illustrations d’entreprises inspirantes dans des types d’organisations et secteurs d’activité variés. Les éléments réunis dans cet ouvrage montrent ainsi les possibilités offertes par le marketing pour favoriser une transformation des modèles d’affaires et des pratiques de consommation. L'ouvrage s’adresse aux étudiants et aux enseignants qui souhaitent comprendre comment intégrer les enjeux environnementaux et sociaux dans le domaine du marketing, et aux professionnels du marketing et de la communication qui veulent disposer d’une approche globale permettant de favoriser un marketing durable dans leurs organisations. Entre prise de conscience et passage à l’acte, Marketing durable est l’ouvrage de référence pour consolider ses connaissances et aider les entreprises à basculer vers un marketing durable."

Green marketing --- Social responsibility of business --- Sustainable development --- Consumer behavior --- Marketing vert. --- Consommation durable. --- Comportement du consommateur.

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Green marketing exists now since 50 years and have for aim to sell ecological products.
After having defined the different concepts needed in the comprehension of this work, among other the various types of segmentation and the variables studied in the precedent’s studies, we determined three hypothesis that could explain the purchase of green cleaning products.
Then, a qualitative study was set up and submitted to the Walloons and we reached more or less 740 respondents. After a brief presentation of the results, analyses were performed on the data, principally correlation and regression, to understand which variables explain the most our independent variable, the green purchase of cleaning products.
This allowed us to improve the most of our hypothesis but with a certain guarded on some variables, that were not enough relevant.
This work allows companies active in the sector of the ecological cleaning products to have better understanding of the market and the expectations of the customers. By a better comprehension of the clients, companies can adjust or create new advertising campaigns to reach them.

quantitative study --- green marketing --- green purchases behavior --- cleaning products --- perceived consumer effectiveness --- environmental concern --- knowledges --- energy conservatism --- activism --- economy --- demographic --- psychologic --- behavior --- segmentation. --- Sciences économiques & de gestion > Marketing

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Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies.

Green marketing. --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Environmental aspects

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Developing sustainable organic agriculture and resilient agribusiness sector is fundamental, keeping in mind the value of the opportunity presented by the growing demand for healthy and safe food globally, with the expectation for the global population to reach 9.8 billion by 2050, and 11 billion by 2100.Lately, the main threats in Europe, and worldwide, are the increasingly dynamic climate change and economic factors related to currency fluctuations. While the current environmental policy provides several mechanisms to support agribusinesses in mitigating organic food for daily increasing human population and stability of the currency, it does not contemplate the relative readiness of individuals and businesses to act correctly.Organic farming is the practice that relies more on using sustainable methods to cultivate crops and produce food animals, avoiding chemicals and dietary synthetic drug inputs that do not belong to the natural ecosystem. Organic agriculture can also contribute to meaningful socioeconomic, ecologically sustainable development, and significantly in the development of the agribusiness sector, especially in developing countries.

Research & information: general --- Biology, life sciences --- Technology, engineering, agriculture --- Moringa oleifera --- Japanese quail --- fertility --- egg production --- livestock --- agriculture --- organic production --- land --- taxation --- tax incentives --- income --- revenue --- property --- medicinal plants --- sustainable --- poultry --- organic --- eggs --- fatty acids --- organic farming --- production structure --- production intensity --- Ukraine --- meat --- biotic --- natural --- economic efficiency --- costs --- willingness to pay --- honey --- local --- Serbia --- bank --- job satisfaction --- team --- rural --- urban --- the Republic of Serbia --- biomass --- crop residue --- crop production --- energy purposes --- sustainability --- apiculture investment --- research and development --- beekeepers --- geographical origin --- food --- label --- Apis mellifera --- Nosema spp. --- Protofil® --- biochemical analysis --- sustainable livestock production --- added value --- buffalo milk --- dairy products --- chemical composition --- nutritional properties --- kids --- Garganica --- Maltese --- Derivata di Siria --- meat quality --- biodiversity --- marketing in higher education --- marketing mix instruments in higher education --- higher education institutions --- students’ satisfaction --- Republic of Serbia --- Spain --- dyslipidemia --- sea buckthorn --- grape --- high-fat diet --- rats --- phytotherapy --- atorvastatin --- sustainable development --- sustainable tourism development --- rural tourism --- image of a rural tourism destination --- cognitive component --- dimensions of the cognitive component --- farm development --- farm machinery --- labor --- farm investment --- productivity --- sustainable public procurement (SPP) --- green public procurement (GPP) --- consumer behavior --- GPP barriers --- green Romanian agriculture --- consumption --- green marketing --- organic consumer --- cost-effectiveness --- flame weeding --- maize --- organic agricultural production --- plant protection product residues --- organic and conventional agriculture --- LC-MS/MS --- Moringa oleifera --- Japanese quail --- fertility --- egg production --- livestock --- agriculture --- organic production --- land --- taxation --- tax incentives --- income --- revenue --- property --- medicinal plants --- sustainable --- poultry --- organic --- eggs --- fatty acids --- organic farming --- production structure --- production intensity --- Ukraine --- meat --- biotic --- natural --- economic efficiency --- costs --- willingness to pay --- honey --- local --- Serbia --- bank --- job satisfaction --- team --- rural --- urban --- the Republic of Serbia --- biomass --- crop residue --- crop production --- energy purposes --- sustainability --- apiculture investment --- research and development --- beekeepers --- geographical origin --- food --- label --- Apis mellifera --- Nosema spp. --- Protofil® --- biochemical analysis --- sustainable livestock production --- added value --- buffalo milk --- dairy products --- chemical composition --- nutritional properties --- kids --- Garganica --- Maltese --- Derivata di Siria --- meat quality --- biodiversity --- marketing in higher education --- marketing mix instruments in higher education --- higher education institutions --- students’ satisfaction --- Republic of Serbia --- Spain --- dyslipidemia --- sea buckthorn --- grape --- high-fat diet --- rats --- phytotherapy --- atorvastatin --- sustainable development --- sustainable tourism development --- rural tourism --- image of a rural tourism destination --- cognitive component --- dimensions of the cognitive component --- farm development --- farm machinery --- labor --- farm investment --- productivity --- sustainable public procurement (SPP) --- green public procurement (GPP) --- consumer behavior --- GPP barriers --- green Romanian agriculture --- consumption --- green marketing --- organic consumer --- cost-effectiveness --- flame weeding --- maize --- organic agricultural production --- plant protection product residues --- organic and conventional agriculture --- LC-MS/MS