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Green marketing has evolved, although the market share of green products remains considerably low. Green products are part of comprehensive green marketing, and this sort of marketing has progressed to the point that practically every consumer is aware of it. The study focuses on the factors that influence the adoption and consumption patterns of green goods in the greater Durban area. The study used a quantitative, non-probability, and random sampling strategy to discover consumers' sentiments toward the purchase of green products. The data was collected through the use of questionnaires and analyzed using the SPSS.  The sample size was 384 customers from retail malls in selected Durban suburbs, representing a wide demographic and cultural background. The study's findings revealed that customers in the greater Durban area are aware of green products. Green products, on the other hand, are regarded as affluent due to their high pricing. This means that companies developing green products will have to look for ways to cut their pricing. The survey also reveals that when customers must pick between green and non-green items, pricing is a crucial factor. The study's findings are limited to the confines of the wider Durban area and cannot be extrapolated.

This study examines and analyzes the relationship between Green Human Resource Management (GHRM) practices, such as Green Recruitment, Green Training on Turnover Intention mediated by the Work Environment. The sample is 90 employees of the Millennial generation of State-Owned Enterprises, namely PT. Angkasa Pura I (Persero) Adi Soemarmo International Airport Surakarta branch. While the data analysis uses the Structural Equation Model (SEM) with Partial Least Square (PLS). The results show that; (1) There is a negative effect between Green Recruitment on turnover intention, (2) there is a negative effect between Green Training on Turnover Intention, (3) there is a negative effect between the Work Environment on Turnover Intention, (4) there is a significant effect between Green Recruitment on Turnover Intention mediated by Work Environment variables, (5) there is a significant effect between Green Training on Turnover Intention mediated by Work Environment variables in Millennial generation employees of PT. Angkasa Pura I (Persero) Adi Soemarmo International Airport Surakarta branch.

The general objective of the study was to establish the determinants of the uptake of green practices in lodges and tented camps within Maasai Mara Game Reserve in Narok County Kenya. The specific objectives were: to determine whether environmental awareness and organizational commitment influence the uptake of the green practices in lodges and tented camps. This study was anchored on the Institutional Theory of the Firm. The study adopted a descriptive design.The target population was 371 respondents whocomprised of Managers, Housekeepers, and Chefs. A stratified random sampling technique was used to draw the study sample of 196 respondents. The sample size of the study was calculated using Fishers Exact Test 1991 formula. The study used a questionnaire as the main research tool. Quantitative data were analyzed using descriptive and inferential statistics. Correlation analysis was used to explain the relationship between the dependent and independent variables. Multiple linear regression was used to analyze the determinants of the uptake of green practices in lodges and tented camps. Qualitative data was analyzed using content analysis and the subsequent drawing of conclusions. The study found that environmental awareness had a significant positive relationship with green practices in lodges and tented camps within Maasai Mara Game Reserve; organizational commitment had a significant positive relationship with green practices in lodges and tented camps within Maasai Mara Game Reserve. The study concludes that an increase in environmental awareness and organizational commitment will result in increased uptake of the green practices in lodges and tented camps

This study assesses the effect of green human resource management (GHRM) practices (overall) on the organization’s environmental performance (OEP) and to identify how the organizations can improve their EP by using GHRM practices through Green Employee Empowerment (GEE). The study was based on a questionnaire survey of 340 responses from the manufacturing sectors; the key respondents were one from each industry limited to top management, HR manager, quality manager, or employee of manufacturing firms. The questionnaires were tested for reliability and validity. To evaluate the hypothesis, data was examined using the PLS path modeling technique. The empirical findings show that the GHRM practices (overall) have a significant effect on OEP, and GEE mediates their relation. This research has theoretically contributed to the green HRM/HRM literature by establishing a link between GHRM practices and their EP outcomes in manufacturing companies. This study adds to the body of knowledge by looking at the indirect impacts of GHRM practices on OEP via GEE. The findings suggested that GHRM practices might lead employees to green empowerment in order to improve environmental performance.

Consumers highly value environmentally-conscious companies in today's world. These businesses announce their environmental awareness through various marketing tools such as advertising, public relations, sponsorship, social responsibility projects. These methods provide support to environmentalist images of brands since they are informative yet in some cases, they are perceived as unnatural by consumers. It is possible to say that being consistent and plain for actions taken for environmental activities have a direct impact on whether these activities are unnatural or sincere. In the article, the effects on brand and corporate image of green marketing practices of businesses were examined. While examining the image created by the green marketing practices of the brands in the consumer's mind, it is also important to examine the actions taken for social responsibility. Therefore, the green marketing application processes of the corporate social responsibility approach are examined. In this article, a fuel company's advertising film, which is known as environmentally friendly with green marketing practices, has been examined according to the semiotic analysis method.

Mindfulness which is based on one’s acceptance of the current situation and state without judging has recently manifested itself in various field studies of marketing.  Similarly, in today’s changing conditions, the importance of ecological balance has made consumers and businesses more sensitive to sustainable product production and consumption. In this context, the aim of the study is to explore the relationship between consumer mindfulness and sustainable consumption behavior. In order to test relationships, 200 usable questionnaires were collected and tested through linear regression analysis. Findings indicated that consumers’ mindfulness has a significantly positive effect on consumers’ sustainable consumption behavior.

This study aims to investigate the mediation effect of green product and green process innovation by focusing on the role of internal and external environmental orientation over firm performance to expand researches on environmental orientation. With this aim, a conceptual model has been recommended by unifying institutional theory and natural resource-based view. Data collected from 315 firms who have ISO14001 Environmental Management Certificate and took part in Turkey’s first and second ISO 500 Industrial Enterprises list in 2018 have been tested by using SmartPLS 3 software as part of Structural Equation Modelling. Empirical proofs show that internal and external environmental orientation has a positive effect on both green product innovation and green process innovation. Additionally, it has been concluded that internal environmental orientation has a direct positive effect on firm performance, while external environmental orientation has an indirect effect, which is through green product and green process innovation. The reason could be rooted in the ecological responsibility feeling of internal environmental orientation. External environmental orientation, though, could be limited only with fulfilling legal requirements with legitimacy acquiring desire. Firms strategically directed to the green product and green process innovation by doing more than the laws require and taking the lead could increase their firm performance. These findings contribute to theory and practice, enriching our understanding of how two dimensions of environmental orientation affect firm performance.  

Green innovation adoption is usually believed to be able to confer strategic and competitive benefits to the adopting firms. This paper aims to develop a model that analyzes factors influencing mindful adoption of green innovation. Organizational mindfulness is an organizational attitude that allows firms to be a preoccupation with failure, reluctance to simplify interpretations, sensitivity to operations, commitment to resilience, and deference to expertise. Firms require mindfulness thinking in green innovation adoption. Although studies on green innovation adoption can be found in the literature, less is known about organizational mindfulness in green innovation adoption. A conceptual model regarding determinants affecting mindfulness thinking in green innovation adoption is proposed in this paper. The determinant factors are grouped into technological, organizational and environmental dimensions, and the corresponding influence of each factor on mindful adoption of green innovation is discussed. This study can broaden the scope of research on environmental management and organizational mindfulness theory, and contribute to an insight into mindful adoption of green innovation.

Energy efficient technologies contributed substantially to reducing greenhouse gases emissions and contribute to economic growth. Lebanon is facing a serious problem in meeting the population’s excessive demand of electricity this fact urged consumers to lower electricity consumption and seriously rely on alternative energy sources. One of the mature technologies is the Solar Water Heater (SWH), which is considered a key element in shaping households’ demand for electricity and reducing electricity bills. In this paper, SWHs are considered as an environmental innovation. In the Lebanese market, SWH have received considerable attention through implementation of various national initiatives to boost the up-take of this type of micro-generation technology. Regardless of various initiatives, adoption of this technology still has low levels in several Lebanese regions. The aim of this study is to identify and analyze consumers’ resistance to green innovations; particularly studying SWH. The paper relies on the Innovation Resistance Theory to better identify the resistance process that consumers pass through. Data were collected from 150 households in the North region of Lebanon through self-administered questionnaire. The results were analyzed using Cronbach’s alpha for reliability and linear regression analysis. The current study indicated that value and tradition factors had significant impact on consumers’ resistance to innovations. Finally, the author calls for research on resistance of other kinds of green innovations in order to validate the ability of Innovation Resistance Theory to explain resistance of energy efficient technologies.Economic growth; Consumers; Innovation Resistance Theory; Green innovations; Solar Water Heaters.

<p>The market for environmentally friendly products in Turkey is growing, and marketing experts are trying to understand the behavior of the consumers in this market with the help of variables such as demographic factors, information, attitudes, values and life styles. This study analyzes the effects of environmental activism, environmental knowledge and the perceived seriousness of environmental problems on green buying behavior. The study involved 516 Turkish consumers, over eighteen years of age. The results show that environmental activism, environmental knowledge and the perceived seriousness of environmental problems are all meaningful factors in environmentally friendly buying behavior. It was found that the most explanatory variables are environmental activism for proactive environmentally friendly buying behavior and the perceived seriousness of environmental problems for optional environmentally friendly buying behavior. The study is significant since it will offer insights for green marketing experts who especially target specific segments as activists, voluntary simplifiers or green consumers in Turkey.</p>

The market for environmentally friendly products in Turkey is growing, and marketing experts are trying to understand the behavior of the consumers in this market with the help of variables such as demographic factors, information, attitudes, values and life styles. This study analyzes the effects of environmental activism, environmental knowledge and the perceived seriousness of environmental problems on green buying behavior. The study involved 516 Turkish consumers, over eighteen years of age. The results show that environmental activism, environmental knowledge and the perceived seriousness of environmental problems are all meaningful factors in environmentally friendly buying behavior. It was found that the most explanatory variables are environmental activism for proactive environmentally friendly buying behavior and the perceived seriousness of environmental problems for optional environmentally friendly buying behavior. The study is significant since it will offer insights for green marketing experts who especially target specific segments as activists, voluntary simplifiers or green consumers in Turkey.