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عنوان فارسی مقاله:
بازاریابی سبز و نام تجاری سبز - مورد تویوتا
عنوان انگلیسی مقاله:
Green Marketing and Green Brand – The Toyota Case
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Sustainability and Firms
2.1. Relationship between firms and sustainability Development, environment and firms are connected [12]. Specifically, business management relates to sustainability [13, 14, 15, 16, 17, 18, 19, 20]. Business activities involve natural resources usage and waste management. From a sustainable perspective, it is desirable that firms, more than mere resource users, promote an efficient consumption and replacement of resources. Specifically, firms can adopt practices of resource efficiency and replacement, reuse and recycle materials, manage residuals (reduce and treat), manage water, soil and air pollution (prevent and treat), opt for energetically efficient policies, green processes and products (which represent lower environmental impact) and diffuse green practices (both internally and externally). However, what conduces firms to actually do so differs. Some call the Governments intervention to force firms to take on environmental-friendly actions. Governments exert a fundamental role in diffusing the environmental preservation, given that they define the environmental norms and the regulatory mechanisms to preserve natural resources and quality of life [21]. And while the need of an environmental protective regulation is mostly accepted, it raises a dilemma: economy versus ecology [22]. Even though people want a livable planet, there is the belief that environmental regulation may prejudice competitiveness. Others state that it is important to build an environmental management strategy inside the firm, so as to achieve organizational goals such as a moral obligation of being socially responsible; a legal obligation of comply with regulations; a need to maintain a competitive capacity in the market; and an operational cost reduction [7]. Furthermore, firms may benefit from innovations inherent to the adoption of ecological practices, or cost reductions resultant from implementing the environmental principles. In fact, to Donaire [16], implementing environmental practices became a worldwide trend, due to the fact that not only does it not represent an additional cost to firms, but it can also provide important benefits: x Cost reduction resulting from lower water, energy and other resources consumption; x Resource saving due to material recycling; x Profit gain due to residual reuse; x Detection of new raw materials and manufacturing processes; x “Clean” manufacturing technology patents’ sales; x Firm image improvement and sales increase, due to of ecological products development and launch; x Possibility of entering in the international market, increasingly rigid in regards to environmental restrictions; x Greater facility of obtaining foreign financing; x Greater acceptability of shareholders who prefer to invest in environmentally responsible firms. Supporters of this last group recommend managers to incorporate environmental and social responsibility in their decisions, practices and into firms’ strategies [19]. Researchers such as Chabowski and colleagues [14], Connelly and colleagues [15] and Luo and Bhattacharya [20], state that sustainable-lead options may positively influence brand image and knowledge, as well as firm reputation. Actually, the awakening of a more demanding and claimable consumer, partially reflects the changes occurring in society itself in what regards consumers’ and society’s expectations of firms [24]. As such, since consumers changed their attention focus from innovative products to sustainable products [23], it became relevant to differentiate through sustainability [13]. Conversely, firms associated to actions against sustainability will be negatively affected [17]. More than improving firms’ reputation, and external image, a proactive environmental strategy may be seen as a management tool that aims to promote capabilities and competitive conditions [25]. This enhancement of organizational capabilities will, in turn help to enhance firms’ competitiveness [26, 27, 28].
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کلمات کلیدی:
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