En los últimos años, la sociedad es más responsable, sobre todo respecto a la contaminación. Hoy en día se pueden apreciar diversas campañas para fomentar a los demás a ser parte del cambio. Todo ello, generó un importante crecimiento en el mercado de productos ecoamigables y orgánicos. Asimismo, es de conocimiento que los productos de limpieza además de poseer envases de plástico, los cuales colaboran con la contaminación, poseen altos niveles de químicos en sus componentes los cuales dañan la piel. El presente trabajo tiene como objetivo analizar la factibilidad de elaborar y vender un lavavajillas líquido elaborado a base de insumos 100% naturales. El proyecto permitirá que aquellas personas responsables con la contaminación y el cuidado de su piel, tengan la oportunidad de encontrar en el mercado una opción de su agrado. Para poder lograr el objetivo, se realizó una serie de pasos en donde se inició idear el modelo de negocio. Posterior a ello, se procedió con el desarrollo de dicha idea tomando en cuenta el problema principal del proyecto. Para poder validar el modelo de negocio, se realizaron diversos experimentos al igual que una proyección de ventas y un diseño de estrategias. Asimismo, después de realizar cada paso mencionado previamente, se elaboró diferentes planes para cada área fundamental de la empresa como Operaciones, Recursos Humanos, Finanzas, entre otros. Finalmente, se analizó cada resultado obtenido y se plantearon conclusiones que nos ayudarán a medir el resultado del negocio a implementar. / In recent years, society has been more responsible, especially with regard to pollution. Today you can see various campaigns to encourage others to be part of the change. All of this generated significant growth in the market for eco-friendly and organic products. Likewise, it is known that cleaning products in addition to having plastic containers, which contribute to pollution, have high levels of chemicals in their components which damage the skin. The objective of this work is to analyze the feasibility of developing and selling a liquid dishwasher made from 100% natural inputs. The project will allow those responsible for pollution and skin care to have the opportunity to find an option to their liking in the market. In order to achieve the objective, a series of steps were carried out where the business model began to be devised. After that, we proceeded with the development of this idea taking into account the main problem of the project. In order to validate the business model, various experiments were carried out as well as a sales projection and a strategy design. Likewise, after carrying out each step previously mentioned, different plans were drawn up for each fundamental area of the company such as Operations, Human Resources, Finance, among others. Finally, each result obtained was analyzed and conclusions were drawn that will help us measure the result of the business to be implemented. / Trabajo de investigación

The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. This changing trend of consumer behavior has also driven the businesses to act accordingly and introduce sustainability within business process including production, offerings and distribution with an objective of protecting environment. Apart from the environmental benefits, getting involved in the environmentally friendly activities also enable the businesses to enjoy higher profit margins, positive brand image, higher employee commitment and above all competitive advantage. Current literature shows that, because of enormous benefits businesses are also getting involved in transforming sustainable consumption through different marketing activities to avoid poor sales of green products. Brand generated contents, defined as contents shared and controlled by the business itself on its owned or earned platforms, is often used by the marketers and businesses to share information or justifying premium pricing of green products. The primary purpose of this study is to develop insights and understand the relationship between different factors driven by brand generated contents and green purchase intention. The study is implemented by a quantitative study where 156 respondents have shared their perceptions and thoughts related to different factors of brand generated contents on social media platforms that they perceive to influence their purchase intentions to green products. Even though green consumerism and green purchase intention is not a new concept within field of research, connecting it with brand generated content is a completely new phenomenon. Existing literature suggests that researchers have tried to measure the green purchase intention mostly based on uncontrollable factors by marketers or different traditional consumer theory. Some other researchers have also tried to connect green purchase intention with user-generated content completely overlooking its counterpart, brand generated content. Five constructs have been developed based on existing literature: knowledge awareness, perceived concern for environment, perceived product value, attitude and trust of contents. A survey questionnaire was developed with three sections- demographic section to comprehend the respondents, behavioral section to understand purchase behavior of respondents related to green products and final section to understand the perception of consumers. The finding demonstrates interesting insights with perceived concern for environment and attitude to be positively significant and trust of content to be negatively significant to green purchase intentions. However, the finding is believed to assist the marketing practitioners and businesses to develop marketing strategies for green products and develop contents accordingly. Furthermore, the study aims to contribute theoretically within the field of brand generated content and green purchase intention by filling the gap and linking each other. Finally, the study has significant potential of contributing to society by helping in promoting environmentally friendly products and protecting the environment.

Baigiamajame magistro darbe nagrinėjamos ekologiškos statybinės medžiagos, analizuojami namo dalių konstrukciniai variantai, statant namus iš šių medžiagų. Taip pat sudaroma kompiuterinė sistema, padedanti vartotojui išsirinkti racionaliausią ekologiškų medžiagų panaudojimo variantą. Darbą sudaro trys dalys. Pirmojoje dalyje apžvelgiama ekologiškų statybinių medžiagų samprata, pagrindiniai principai, aprašomas statybinių medžiagų gyvavimo ciklas, aptariama aplinkai nekenksmingų medžiagų situacija Europoje. Antrojoje dalyje plačiau aprašomos gamtai nekenksmingos statybinės medžiagos, galimi tokių medžiagų konstrukciniai variantai. Analizuojami sienų, stogo dangos, šilumos izoliacijos ir šildymo sistemos pritaikymo galimybės statant ekologišką namą. Trečiojoje dalyje nagrinėjamas praktinis ekologiško namo konstrukcijų pritaikymo modelis. Sudaroma alternatyvų ir kriterijų sistema, apibūdinanti nekenksmingo aplinkai namo konstrukcinius elementus. Panaudojant kiekybinius ir kokybinius kriterijus ir galimas medžiagų alternatyvas, atliekama daugiakriterė statybinių medžiagų ir jų konstrukcijų analizė, sudaroma kompiuterinė sistema. / Ecological and environmentally friendly building materials and constructional options, that are used to build houses, are considered in this master work. It also contains the computer system enabling the user to choose the most rational option of ecological materials. This master work consists of three parts: In the first part the concept of ecological building materials and main principles are described. It also contains information about the life cycle of building materials and the situation of environmentally friendly materials in Europe are discussed. The second part describes environmentally friendly building materials and possible structural variations of such materials. It analyzes walls, roof, heat insulation and possibilities of heating system in the ecological house. In the third part the practical model of the ecological house is considered. An alternative and criteria system that describes the environmentally friendly house constructional elements is created. Using quantitative, qualitative criteria and possible material alternatives multiple criteria analysis of building materials and their construction is performed. The computer system is also made.

Although South African consumers are reflecting increased green purchasing intentions, the factors that will lead to their intended behaviour to select green hotels have yet to be researched. Accordingly, the research proposes to explore the predictive ability of the Theory of Planned Behaviour (TPB) and then further modify and develop extended model structures surrounding the TPB, to identify and confirm an independent theoretical model that will effectively and comprehensively be able to predict South African consumers’ intended behaviour towards selecting green hotels. To answer the aim and objectives set, the research positioned itself within a non-experimental quantitative paradigm. An online questionnaire was distributed to South African consumers that stayed at a hotel at least once within a 12-month period. A total of 402 completed and error-free responses were used for statistical analysis. Descriptive statistical analysis was used to assess, derive and understand the demographic profile of the respondents and determine the respondent’s characteristics as South Africans who intend to stay at or visit hotels. Structural equation modelling (SEM) revealed that Azjen (1991)’s original TPB is a strong predictor of behavioural intention, indicating its applicability to the domain of South African consumers’ behavioural intention towards selecting green hotels. In addition, it was found that South African consumers’ intended behaviour towards selecting green hotels can statistically be best explained by expanding on the original TPB model to include emotive and non-cognitive predictor variables, namely anticipated regret (AR) and perceived moral obligation (PMO), as direct constructs to behavioural intention as well as by including environmental knowledge (EK) as a direct predictor variable to attitude (ATT). Furthermore, it found that the relationship between behavioural intention and perceived behavioural control (PBC) was the strongest and most significant, followed by subjective norm (SN), ATT, PMO and AR. Lastly, the findings revealed that PBC, ATT, SN, PMO and AR can all act as positive and highly significant intermediaries between EK and behavioural intention. The study contributed towards theory by identifying and assessing the psychographic factors that will best explain the consumer decision-making processes leading to behavioural intention in context to green hotel selection. The study further extends its contribution by adding value to environmental sustainable literature in context to an emerging economy, namely South Africa. Although South African consumers are reflecting increased green purchasing intentions, the psychological factors that will lead to the intended behaviour towards selecting green hotels have not received much attention in research. It was, therefore, important and theoretically valuable to not only investigate the predictive ability of the original TPB, but to also modify, develop and extend model variations surrounding the TPB to thoroughly explore the predictive ability for South African consumers’ intention to select green hotels. / Life and Consumer Sciences / M. Sc.

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