Marla B. Royne, Jeff Thieme, Marian Levy, Jared Oakley and Laura Alderson
The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and…
Abstract
Purpose
The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and weak engagement in sustainable behaviors. In doing so, our overarching goal is to provide new direction for creating targeted marketing communication strategies that will more effectively motivate consumer purchasing of green products and services.
Design/methodology/approach
The authors use a survey approach to collect data and regression analysis to test our hypotheses.
Findings
The findings suggest that demographic variables (gender, ethnicity and age) as well as concern for waste, concern for health and concern for environmental technology influence five different categories of sustainable behaviors.
Research limitations/implications
The results suggest that future studies should consider multiple dimensions of environmental concern because each dimension has a different impact on sustainable behaviors.
Practical implications
The findings contribute to the continued development of a green consumer profile and highlight the need for marketers to carefully select appropriate dimensions of environmental concern to emphasize in their communication strategies. Results also reinforce the need to consider demographics in targeted communications.
Originality/value
This study considers the impact of different dimensions of environmental concern and demographic variables on different types of sustainable behaviors.
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Marla B. Royne, Jeff Thieme and Marian Levy
The purpose of this paper is to identify how five factors (environmental involvement, environmental concern, financial motivations, social motivations and energy concern…
Abstract
Purpose
The purpose of this paper is to identify how five factors (environmental involvement, environmental concern, financial motivations, social motivations and energy concern motivations) motivate individuals to engage in pro-environmental behaviors (curtailment, capital investment behaviors and food-related behaviors).
Design/methodology/approach
A survey approach is used to collect data, and regression analysis is used to answer the research question.
Findings
Results show that social motivations are positively associated with all three behaviors such as environmental involvement, Environmental Concern and Energy Concern Motivations are positively associated with some behaviors; and Financial Motivations are not associated with any behaviors examined in this study.
Research limitations/implications
These results highlight the widespread impact of social motivations, the more specific impact of environmental involvement, environmental concern and energy concern motivations, and the lack of impact of financial motivations on these three distinct pro-environmental behaviors.
Practical implications
Given that social motivation is so strong and pervasive across all three categories of pro-environmental behaviors, leadership in encouraging a dialogue/debate around these issues is needed from all stakeholders, including government, industry leaders, think tanks and environmental organizations.
Originality/value
This study incorporates multiple factors that have differing impact on three distinct pro-environmental behaviors.
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Marian Levy and Marla B. Royne
This paper aims to examine privacy breaches in personal health record information that expose consumers to unsolicited marketing.
Abstract
Purpose
This paper aims to examine privacy breaches in personal health record information that expose consumers to unsolicited marketing.
Design/methodology/approach
Examples of: data theft by healthcare workers; sale of consumer health data by entities not covered by the Health Insurance Portability and Accountability Act (HIPAA); and piracy of health data through sophisticated internet targeted marketing.
Findings
This paper finds that HIPAA's strict safeguards to medical privacy are not extended to database companies that aggregate data for electronic medical records, a source of highly profitable information that is purchased by advertisers. Similar health information is obtained by marketers through consumer “health surveys” completed on web‐based health information sites or at community health screenings.
Practical implications
Consumer education is warranted to ensure awareness of privacy breaches and vigilance against loss of personal and protected health information to marketers.
Originality/value
The paper highlights the areas for protecting consumers via identifying loopholes in HIPAA, as well as pointing out consumer behavior that can lead to subtle, yet systematic exploitation of their health information for profit via marketing.
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Marla B. Royne and Marian Levy
The purpose of this paper is to explore the success of marketing efforts by large companies that contribute to public health problems.
Abstract
Purpose
The purpose of this paper is to explore the success of marketing efforts by large companies that contribute to public health problems.
Design/methodology/approach
The paper discusses current examples of marketing that undermine public health as well as actions of such companies to potentially improve products and ultimately, public health. It offers suggestions on how marketers and public health officials can partner to create a situation where outcomes can be positive for all parties involved.
Findings
Current marketing efforts by corporate giants are hurting the public health. Marketers must team with public health officials to help improve public health through the marketing of healthy lifestyles.
Practical implications
If marketers implement strategies that can combine healthy products with effective marketing communication strategies, they can remain profitable while engaging in socially responsible activities. Consequently, marketers have much to gain by working with the public health profession.
Originality/value
Provides guidance for improving public health by suggesting ways that marketers and public health officials can partner. If such partnerships occur, the population may embrace healthier lifestyles while companies maintain their profitability.
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Jeff Thieme, Marla B. Royne, Subhash Jha, Marian Levy and Wendy Barnes McEntee
– The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors.
Abstract
Purpose
The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors.
Design/methodology/approach
The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors.
Findings
The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model.
Research limitations/implications
The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more for an environmentally friendly product play an important role in linking environmental concern to actionable behaviors.
Practical implications
To reach green consumers who are willing to pay more for environmentally friendly products and ultimately engage in sustainable behaviors, marketers should target those consumers who are most concerned with energy and more involved with the environment.
Originality/value
This paper is the first to study the gap between environmental concern and sustainable behaviors by utilizing involvement and willingness to pay more for an environmentally friendly product as mediators. Results provide critical insight into this often elusive gap. The authors also fill an important gap in the literature by including psychological factors driving consumers’ willingness to pay more for green products.
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Marian Evans and L. Martin Cloutier
The study aims to explore how the collective representations of stakeholders associated with an Executive MBA (EMBA) apprenticeship are conceptualised, and what value elements are…
Abstract
Purpose
The study aims to explore how the collective representations of stakeholders associated with an Executive MBA (EMBA) apprenticeship are conceptualised, and what value elements are perceived as relevant for personal, professional and organisational development.
Design/methodology/approach
Forty stakeholders participated in a mixed methods-based group concept mapping (GCM) approach, representing the tripartite relationship of an EMBA apprenticeship. This approach allowed the deconstruction and shared understanding of the value proposition of higher degree apprenticeships.
Findings
Analysis identified seven conceptualised value clusters around an eight central cluster “Professional Development”. Two regions of meaning were identified: the personal dimensions of apprentices and their contribution within and to their organisation. Findings showed that a work-based designed curriculum improves confidence and communication skills and that much of the value proposition is personal and self-managed by the apprentices. The tripartite relationship was shown to be incomplete and inconsistent, particularly regarding mentoring and reflective practice.
Practical implications
The pandemic has brought about significant changes in business practice. This study identifies several areas for improving higher degree apprenticeship pedagogy in readiness for the new business landscape, as well as identifying limitations of the tripartite relationship.
Originality/value
The study addresses a gap in the literature by exploring the value proposition an EMBA apprenticeship programme. The interrelatedness of cluster concepts has identified value elements missing from previous apprenticeship delivery. Deconstructing the senior leader apprenticeship enables educators to redesign and refine models of engagement for improving the apprenticeship experience.
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Romina Gómez-Prado, Aldo Alvarez-Risco, Jorge Sánchez-Palomino, Berdy Briggitte Cuya-Velásquez, Sharon Esquerre-Botton, Luigi Leclercq-Machado, Sarahit Castillo-Benancio, Marián Arias-Meza, Micaela Jaramillo-Arévalo, Myreya De-La-Cruz-Diaz, Maria de las Mercedes Anderson-Seminario and Shyla Del-Aguila-Arcentales
In the academic field of business management, several potential theories were established during the last decades to explain companies' decisions, organizational behavior…
Abstract
In the academic field of business management, several potential theories were established during the last decades to explain companies' decisions, organizational behavior, consumer patterns, and internationalization, among others. As a result, businesses and scholars were able to analyze and decide based on theoretical approaches to explain the current conditions of the market. Secondary research was conducted to collect more than 36 management theories. This chapter aims to develop the most famous theories related to business applied in the international field. The novelty of this chapter relies on the compilation of recognized previous research studies from the academic literature and evidence in international business.
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Few issues in recent times have so provoked debate and dissention within the library field as has the concept of fees for user services. The issue has aroused the passions of our…
Abstract
Few issues in recent times have so provoked debate and dissention within the library field as has the concept of fees for user services. The issue has aroused the passions of our profession precisely because its roots and implications extend far beyond the confines of just one service discipline. Its reflection is mirrored in national debates about the proper spheres of the public and private sectors—in matters of information generation and distribution, certainly, but in a host of other social ramifications as well, amounting virtually to a debate about the most basic values which we have long assumed to constitute the very framework of our democratic and humanistic society.
Mia Ocean, Lisa Calvano and Marian McGorry
This chapter focuses on the social responsibility of public universities and community colleges to expand access to higher education through collaboration. Higher education has…
Abstract
This chapter focuses on the social responsibility of public universities and community colleges to expand access to higher education through collaboration. Higher education has historically been riddled with hierarchies, including selective admissions, institutional rankings and faulty narratives about the inferiority of community colleges. More recently, there has been a shift in the relationship between community colleges and universities as universities begin to see the value of reaching out to their communities, diversifying their student bodies and providing alternative pathways to a bachelor’s degree. The authors begin by arguing that public universities should collaborate with their community college counterparts to right historical wrongs, serve the broader community and maximize the use of public resources. The authors then present a case study of a concurrent-use partnership model between institutions and highlight the everyday practices that contribute to successful implementation. The authors conclude by describing the benefits of collaboration for institutions and students with the goal of showing that social responsibility and organizational effectiveness go hand in hand.
Details
Keywords
- Access
- adult learners
- articulation agreement
- case study
- community colleges
- concurrent-use campus
- educational hierarchy
- faculty, funding (US public education)
- institutional collaboration
- leaders
- partnership models
- project champion
- public good
- public resources
- social responsibility
- transfer gap
- transfer pathways
- United States public higher education
- university
- university and community engagement
- university–community college partnership
- vertical transfer