BackgroundThe biggest issue of our time is the environmental damage we have caused. Publics are becomingincreasingly aware of this challenge: environmental concern has risen. This change toward greenvalues is commonly referred to as “greening of society”. Having generally been considered theenvironmental villains, companies are now also seen as the solution to the environmentalproblem. More and more companies are going green as they have realized the potential of greeninnovations to yield competitive advantages. Therefore, a greening of the business domain canalso be observed. However, only little research has been conducted on why and howenvironmental issues are integrated into the development of new products. Considering thatchemical companies are the epitome of the environmental villains, investigating the case of amanufacturer of branded chemical goods that has been the market leader in the highly contesteddetergent market for more than a century – despite or even because of – pursuing an ecoleadershipstrategy becomes more intriguing.AimThe aim of this study is to investigate the how and part of the why of integrating environmentalissues into product development by analyzing and discussing Henkel’s environmentallycompatible product innovations and their relation to the greening of society.MethodThe method of choice is content analysis. Drawing on secondary data, the research strategy isqualitative and the design is longitudinal while the approach is descriptive and idiographic.ResultsSocietal values and Henkel’s product portfolio seem to move in the same direction as both havebecome greener and greener ever since the 1970s. However, concluding that the portfolio changesas a response to the value change is premature, especially because the innovations are often theresult of decades of research and development. Also, the portfolio has not become greener at anincreasing pace because the corporate goals have changed. Rather, the greening progress has beenaccelerated by technological progress. While over the years Henkel’s innovations have offeredgreen benefits at an increasing proportion, this development is not strongly reflected inadvertisement. Until recently green values have – if at all – only been addressed rather as an aside;the most emphasis has always been on performance. While the latest positioning of innovations astruly green indicates that promotional strategy now acknowledges that preserving the environmenthas become a mainstream value, societal value change has been more strongly reflected inadvertisement in terms of values associated with convenience rather than with the environmentand sustainability.

Along with the increasing global environmental ism and the interest in green products, protecting the natural environment is essential to survival and economic development. The future marketing and promotion of products, in additional to the traditional variables of price and quality, requires consideration of a third variable - the environmental-friendly products. Many countries establish regulations to limit the application of ¡§lead¡¨ and other hazardous material. WEEE (Waste Electrical and Electronic Equipment) mandates recycling of electrical and electronic products. RoHS (Restriction of the Use of Certain Hazardous Substances in Electrical and Electronic Equipment) restricts 6 controlled materials starting on 2006.07.01. The ¡§lead-free¡¨ trend had unprecedented impact in the field of electronics. In the global industrial supply chain, Taiwan plays an important role in the manufacturing (OEM/ODM) stage. The Taiwan electronic industry¡¦s supply chain, in dealing with buyer¡¦s demands for green products have to take appropriate strategies to maintain the production competitive superiority of the global marketing. Facing the coming of the green electronic era, this research, with the aim on the solder industry and its future economic development, studies how the industry could effectively use the available resources, analyzes the internal operations and the external factors. Using the case study for A company, what are the feasible business model can apply? This research is hopping to elevate Taiwan¡¦s international competitiveness in light of the green revolution in the electronic industry.

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Over the last few decades, the rising concern of environmental protection and consumers¡¦ increasing environmental consciousness have brought fundamental impacts to enterprises in the world. Environmental protection has become one of corporate social responsibilities, and in the meantime, one of the opportunities for profitability. Among all resources in organizations, human resource plays the most important role in keeping corporate competitive advantage. In order to create and maintain corporate competitive advantage, traditional human capital also has to be transformed into green human capital that possesses the ability to develop green innovation. The purpose of this research is to investigate how green human capital will be influential on the level green innovation, and how it actually leads to corporate competitive advantage. The study uses in-depth interviews and questionnaires to collect data for the analysis. The results reveal that green human capital strategic value has a positive impact on green product innovation and green product innovation has a mediating effect in the relationship between green human capital strategic value and responsiveness. On the other hands, green human capital uniqueness has a positive impact on green process innovation and green process innovation plays a mediating effect in the relationship between green human capital uniqueness and cost advantage.

Shared social responsibility (SSR) has been increasingly promoted in sustainability research. While conceptual development has been expanded, empirical developments are still in their infancy. Extant SSR literature acknowledges that entities like industry, governments, consumers, and others must accept responsibility for achieving a common goal. However, a basic understanding of how consumers view this responsibility in the shared setting is lacking. Since collaborative efforts towards sustainability may be strategically more effective than individual efforts, this research investigates SSR from the consumers' perspective in order to determine how responsibility is assigned to the various entities involved in a specific form of sustainability, "green" product consumption. Perceptions of responsibility may influence future sustainability-minded consumer behavior; hence, this research offers relevant contributions for understanding the shared social dynamic. Utilizing elements of attribution theory, equity theory, and diffusion of responsibility, this research examined how ability, perceived consumer effectiveness, perceptions of equity, and group size influence consumer attribution of responsibility for future "green" product consumption. Three experiments were conducted; the first two used an online scenario-based approach while the third was administered primarily at the University of Arizona. Data was analyzed using various statistical techniques, including multivariate analysis of variance to address the study hypotheses. Results established that consumers share responsibility for future "green" product consumption with corporations, government, and other consumers - but this responsibility is not shared evenly. Under most of the conditions evaluated, corporations, and government to a lesser degree, were attributed significantly more responsibility than consumers assigned themselves. The amount of effort required to use a "green" product, ability to positively change the environment, and equity of an interaction between a consumer and a manufacturer did not affect consumer attribution of responsibility. Group size had some impact, such that consumers who were not made explicitly aware of being in a group and those interacting with one other entity evenly shared responsibility for future "green" product consumption with the others involved. Consumers in larger groups assigned more responsibility to corporations than to themselves. Social loafing was determined not to be a factor in how consumers assigned responsibility in groups of various sizes.

Abstract Background   The furniture industry is depending on natural resources, which are threatened by both consumption and climate change. Therefore, companies need to understand their responsibility for sustainable development and preserving the resources to operate in the future. Moreover, the consumption behaviour within the furniture industry has changed drastically over the last decade. For this reason, companies could utilize ‘Green Marketing’ as a marketing tool to promote and provide consumers with the environmental benefits of products and services. However, companies need to be careful since they are at risk of being accused of greenwashing and lose consumer trust.   Purpose                      To examine how furniture companies in Sweden are using green marketing to make an impact on consumer behaviour. The research seeks to create a deeper understanding of how furniture companies are attempting to influence consumers towards a sustainable behaviour.   Method A qualitative approach was implemented by conducting five semi-structured interviews with marketing managers at furniture companies in Sweden.   Conclusion The authors have found that furniture companies aim to influence consumers towards making more sustainable choices. Furthermore, the respondents aimed to do this by applying sustainable marketing practices with an environmental focus. However, considering the theory of green marketing provided in this study, it is possible to confirm that the companies’ sustainable marketing practices cannot be defined as green marketing.

Background: Small and medium-sized firms (SMEs) have their impact on the environment besides their benefits.  While a business grows, naturally destroying impacts are also growing. SMEs have a variety of barriers to be green and sustainable. There are some simple and non-complicated actions that firms can take, to reduce their destructive impacts on the environment.  This study analyses the existing barriers and focuses on small and medium sizes firms (SMEs) around Jonkoping. Besides, this study includes interviews with successful and sustainable companies and reflects their solutions to overcome those barriers in a different step of the green product lifecycle. Purpose: This is a practical study of how sustainability process in SMEs can drive product lifecycle greener. The purpose of this thesis is to study the existing practical and simple solutions for different environmental sustainability barriers in SMEs which located in Jonkoping region. Also, it goals to reveal solutions which applies by sustainable businesses to overcome to the sustainability barriers. Method: To fulfil the purpose of the thesis, an experimental research design was applied, and the data was provided from in-depth, semi-structured interviews. Ten interviews were conducted with successful businesses in sustainability practice in the Jonkoping region. The data analysis for this study was created by an inductive approach. Conclusion: This study has revealed that the successful green businesses categorizing their barriers into general, segmental, and individual groups. After that, by evaluating the strength of obstacles in different steps of GPL and considering their available resources they plan to apply proper solution. The other main finding in this thesis was a practical framework according to what have been done in our research.

Socio-Emotional Wealth in family firms and its influence on green product innovations is an important theme in general management research. The purpose of the study was to understand the link between the socio-emotional wealth of family firms and green innovation to understand how family firms in their quest to preserve their socio-emotional wealth will influence green innovation motives. The study was based on a single case study, a packaging company chosen with an innovation center for green solutions. A total of 11 interviews were conducted. The study is based on constructionism and relativism research philosophy. The findings show that there is an influence of the dimensions of the FIBER model of socio-emotional wealth on green innovation while preserving their socio-emotional wealth. Organizations can use these findings to get an understanding of green innovation, as well as that family firms, need to embrace more their uniqueness as it’s the result of their reliance on socio-emotional wealth.

This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.

This study develops two researches to examine the influence of green concept on performance. The research I focuses on firm level. The research II focuses on consumer level. In the research I, the results show that (1) green learning-orientation is positively associated with proactive green innovation capability, (2) green learning-orientation is positively associated with firm performance, and (3) proactive green innovation capability is positively associated with firm performance. Thus, companies that are pioneers in green learning have the ability to enhance their innovation capability in terms of processes, products, and services and increase their performance. Additionally, proactive green innovation capability is also an important source of performance. In the research II, the results show that (1) green product quality is positively associated with green customer satisfaction and green customer loyalty; (2) green corporate image is positively associated with green customer satisfaction and green customer loyalty; and (3) green customer satisfaction is positively associated with green customer loyalty. The results indicate that green product quality can bring about green customer satisfaction and green customer loyalty. Additionally, green corporate image can contribute to green customer satisfaction and green customer loyalty.