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A topical collection in Sustainability (ISSN 2071-1050). This collection belongs to the section "Economic and Business Aspects of Sustainability".

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Editors

Dr. Leonidas Hatzithomas

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Guest Editor

Department of Business Administration, University of Macedonia, 546 36 Thessaloniki, Greece
Interests: consumer behaviour; advertising; neuromarketing; green marketing and social media marketing; the effectiveness of humorous advertising; the use and effectiveness of minimal advertising; consumer engagement in social media; the use of emotions in political communication

Prof. Dr. Christina Boutsouki

E-Mail Website
Guest Editor

Department of Economics, Aristotle University of Thessaloniki, Thessaloniki 541 24, Greece
Interests: consumer behaviour; advertising; neuromarketing; green marketing and social media marketing; the effectiveness of humorous advertising; the use and effectiveness of minimal advertising; consumer engagement in social media; the use of emotions in political communication

Topical Collection Information

Dear Colleagues,

In the last two decades, there has been a growing interest in green and sustainable advertising in the western world. Given that, at our current levels of consumption, the planet cannot sustain us, marketing—the traditional mainstay for both consumer culture and overconsumption—has been coming under fire (McDonagh and Prothero 2014). Hence, green and sustainable marketing and advertising have been standing out as a contemporary business trend. On one hand, green and sustainable advertising has the mission to retrieve marketing’s lost esteem in the eyes of the consumers, leading them to undertake more sustainable behaviors. On the other hand, it tries to minimize the “green gap”; that is, the difference between what consumers believe that should be done to protect and improve the environment and what they actually do in this direction (McNally 2011).

Sustainability is a megatrend of our time and we uphold that marketing and advertising can significantly contribute to the solution of environmental problems and their social consequences (see the developmental school of thought) (Mittelstaedt et al. 2014). Although a growing body of literature investigating green and sustainable advertising is emerging (Kim et al. 2020; Diez-Martin et al. 2019; Minton et al. 2012; Moon et al. 2017), there are many important areas that still need to be researched. The scope and the purpose of the present Special Issue are to bring together current research on how advertising can contribute to establishing social norms, such as recycling and eco-buying behavior, green and ethical consumption, sustainable lifestyle, and support of sustainable tourism destinations (see also Young et al. 2000). Moreover, the Special Issue aims to identify the best practices in green and sustainable advertising, communication and branding, such as the use of sustainable advertising media, eco-labels, and sustainable advertising/packaging materials.

Suggested topics include, but are not limited to:

The use and the effectiveness of green advertising.
Cross-cultural differences in demand for green advertising.
Sustainable marketing and social media communications.
Digital marketing and sustainability.
Sustainable advertising media.
Advertising strategies for green brands.
Advertising strategies for sustainable tourism destinations.
Advertising of products originating from sustainable tourism destinations.
The use and the effectiveness of eco-labels in advertising.
Sustainable advertising materials (e.g., PVC-free and recycled banners, gifts, flyers, and billboards).
Sustainable packaging materials (e.g., ecologically friendly packaging supplies, practices, and design).
Green brands and sustainability branding.

Assist. Prof. Dr. Leonidas Hatzithomas
Prof. Dr. Christina Boutsouki
Guest Editors

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Keywords

green advertising
sustainable advertising media
green products
sustainable destinations
sustainable materials

Published Papers (12 papers)

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2023

Jump to: 2022, 2021

16 pages, 677 KiB

Open AccessReview

From Web Catalogs to Google: A Retrospective Study of Web Search Engines Sustainable Development

by Mariusz Duka, Marek Sikora and Artur Strzelecki

Sustainability 2023, 15(8), 6768; https://doi.org/10.3390/su15086768 - 17 Apr 2023

Cited by 2 | Viewed by 2096

Abstract

This study presents a review of search engines and search engine optimization and shows how the search engine landscape relates to sustainable development. We have used a narrative review research method and described three main topics: the past and present of web catalogs and search engines; current knowledge about the dominant types of search results presented in Google search; and methods of search engine optimization. Technical elements of important website areas related to technical website auditing are discussed. We summarize our research with several key findings on how web search engines are involved in sustainable development and offer a glimpse into the future use of web searching with the help of artificial intelligence chats and prompt engineering. Full article

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16 pages, 318 KiB

Open AccessArticle

Supporting Culture to Improve Corporate Image: The Case of Greek Banks

by Iordanis Kotzaivazoglou, Garyfallos Fragidis, Eugenia Papaioannou, Costas Assimakopoulos, Ioannis Nanos and Nektaria Astrini

Sustainability 2023, 15(5), 3976; https://doi.org/10.3390/su15053976 - 22 Feb 2023

Viewed by 1197

Abstract

Banks are under criticism that their business models are not adequately sustainable and also that they do not contribute largely to the resolution of the big issues of humanity. For this, banks seek eagerly to develop sustainable and socially responsible strategies as a means for supporting their public image, establishing trusted relationships with society and increasing customer loyalty. Greek banks implement such strategies; however, they seem to have image issues due to the harsh and extended economic crisis that occurred in the country, as well as their policies of the past. It is interesting to investigate the impact of such activities undertaken by institutions with a damaged image, an area that does not seem to have been investigated yet in the relevant literature. The purpose of the paper is to record the supporting activities in culture of the Greek banks and explore the public’s attitude towards them. The research method combines a content analysis on the banks’ websites and published annual reports to specify their actions in culture, and a structured survey to investigate the evaluation of these actions by the public. The findings of this study reveal that the Greek banks pay much attention to the support of culture. These activities have a positive impact on the public’s attitude towards them, but not on customer loyalty. Full article

2022

Jump to: 2023, 2021

19 pages, 1274 KiB

Open AccessArticle

Circular Fashion: Cluster Analysis to Define Advertising Strategies

by Maria Elena Aramendia-Muneta, Andrea Ollo-López and Katrin Simón-Elorz

Sustainability 2022, 14(20), 13365; https://doi.org/10.3390/su142013365 - 17 Oct 2022

Cited by 2 | Viewed by 2441

Abstract

The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion. Full article

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25 pages, 456 KiB

Open AccessArticle

Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities

by Mihai F. Băcilă, Raluca Ciornea, Luiza M. Souca and Alexandra M. Drule

Sustainability 2022, 14(19), 12333; https://doi.org/10.3390/su141912333 - 28 Sep 2022

Cited by 5 | Viewed by 2033

Abstract

Rapid population expansion and poorly managed economic growth, unprecedented anthropogenic climate changes, non-renewable natural resources depletion, environmental pollution, social inequity, and loss of cultural integrity generate a global context that calls for urgent adoption of a sustainable development approach in major industries, including tourism. Sustainable tourism development requires the mobilization of tourism stakeholders at all levels and on the demand side through actions related to the travel decision-making process. To stimulate attitude formation and adoption of sustainable tourist behaviors, Destination Management Organizations (DMOs)—the main organizations responsible for sustainable destination development—need to adopt sustainable-oriented communication actions when building the destination image. As tourism stakeholders’ perspective is under-investigated for destination image projection and communication, this paper aimed at assessing the integration of sustainable tourism principles in the promotion of destinations by DMOs; the focus was placed on video advertisements posted on the primary online source of tourism information, social media. Through a content analysis of DMOs’ social media advertisements for the 50 most visited cities in the world, the current study revealed that elements covering all three dimensions of sustainability (economic, socio-cultural, natural) were featured in the commercial discourse, but not in a sustainable explicit standpoint. Besides, the content sporadically reflected sustainable governmental initiatives and projected responsible tourist behavior, while it lacked specific sustainable tourism-related terms. Moreover, several highly popular cities did not have promotional videos. The paper contributes to the body of knowledge on destination image formation by providing evidence from the supply’s side along with an original content analysis grid which can be used to capture and evaluate the sustainable tourism dimensions as portrayed in advertising videos of cities. Additionally, it offers practical implications for DMOs’ marketing communication strategies. Full article

23 pages, 3257 KiB

Open AccessArticle

Airlines’ Sustainability Study Based on Search Engine Optimization Techniques and Technologies

by Konstantinos I. Roumeliotis, Nikolaos D. Tselikas and Dimitrios K. Nasiopoulos

Sustainability 2022, 14(18), 11225; https://doi.org/10.3390/su141811225 - 07 Sep 2022

Cited by 6 | Viewed by 2424

Abstract

Digital marketing, especially search engine optimization (SEO), is an integral part of websites today. Airlines in the COVID-19 era have to use every possible means to survive despite the adverse conditions for both entrepreneurship and travel. Many of them have allocated resources and money to develop SEO strategies by applying SEO techniques to their websites to gain more visitors and bookings. Thus, this research is focused on analyzing airlines’ website presence as regards the implemented SEO techniques and their effect on airlines’ website traffic. In the first phase of the research, we gathered web data from 243 airline firms during a one-year observation period (December 2020–December 2021) using our own-developed tool. Furthermore, we proceeded to create an exploratory model using fuzzy cognitive mapping. From the technical SEO point of view and the descriptive analysis, we conclude that the traffic on airlines’ websites and, consequently, their sustainability are inseparably linked to the corresponding SEO techniques and technologies used. Full article

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15 pages, 2439 KiB

Open AccessArticle

Evaluating the Use of QR Codes on Food Products

by Konstantinos Rotsios, Aggeliki Konstantoglou, Dimitris Folinas, Thomas Fotiadis, Leonidas Hatzithomas and Christina Boutsouki

Sustainability 2022, 14(8), 4437; https://doi.org/10.3390/su14084437 - 08 Apr 2022

Cited by 14 | Viewed by 8394

Abstract

Today, consumers consider food packaging to be as equally important as a product brand. In addition, the increase in smartphone usage by consumers has led marketers to design new forms of packaging. Among the latest marketing trends, smart packaging with the use of QR Codes is emerging as one of the most promising technologies to enhance the information provided to consumers and influence their buying behavior. This study evaluates the use of a QR Code on bottled milk and more specifically on milk produced by one of the most well-known “boutique” Greek dairy producers. It consists of two phases. In the first one, data was gathered from 537 consumers of the product to capture and analyze their (i) buying behavior, (ii) perception of the product’s package, and (iii) knowledge about the product. In the second phase, a Quick Response (QR) Code was placed on the bottle’s label. Consumers who scanned it were linked to a web page containing information on the product. A total of 308 from the 537 initial respondents scanned the code, accessed the site, and answered the second questionnaire. Similar to the first stage, (i) the consumers’ buying behavior, (ii) their perception of the product’s package, and (iii) their knowledge about the product were examined, following their visit to the above-mentioned website through the QR Code. The objective was to evaluate the use of web applications using enriched text information. The results show that a QR Code on the packaging of food products, which directs consumers to entertaining and enriched content, results in an increased level of usage intention. Moreover, they proved that comprehension and self-confidence are higher with the adoption of the QR Code. In addition, the use of QR Codes enables businesses to provide timely and accurate information and positively influence consumers′ buying behavior. Full article

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21 pages, 690 KiB

Open AccessArticle

Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

by Isabel Palomo-Domínguez and Vaida Zemlickienė

Sustainability 2022, 14(3), 1090; https://doi.org/10.3390/su14031090 - 18 Jan 2022

Cited by 7 | Viewed by 1920

Abstract

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market. Full article

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2021

Jump to: 2023, 2022

17 pages, 2271 KiB

Open AccessArticle

Global Seafood Trade: Insights in Sustainability Messaging and Claims of the Major Producing and Consuming Regions

by Wesley Malcorps, Richard W. Newton, Silvia Maiolo, Mahmoud Eltholth, Changbo Zhu, Wenbo Zhang, Saihong Li, Michael Tlusty and David C. Little

Sustainability 2021, 13(21), 11720; https://doi.org/10.3390/su132111720 - 23 Oct 2021

Cited by 5 | Viewed by 5870

Abstract

Seafood supply chains are complex, not least in the diverse origins of capture fisheries and through aquaculture production being increasingly shared across nations. The business-to-business (B2B) seafood trade is supported by seafood shows that facilitate networking and act as fora for signaling of perceptions and values. In the Global North, sustainability related certifications and messaging have emerged as an important driver to channel the demands of consumers, institutions, and lead firms. This study investigates which logos, certifications, and claims were presented at the exhibitor booths within five seafood trade shows in China, Europe, and USA. The results indicate a difference in the way seafood is advertised. Messaging at the Chinese shows had less of an emphasis on sustainability compared to that in Europe and the USA, but placed a greater emphasis on food safety and quality than on environmental concerns. These findings suggest cultural differences in the way seafood production and consumption is communicated through B2B messaging. Traders often act as choice editors for final consumers. Therefore, it is essential to convey production processes and sustainability issues between traders and the market. An understanding of culture, messaging strategies, and interpretation could support better communication of product characteristics such as sustainability between producers, traders, and consumers. Full article

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26 pages, 871 KiB

Open AccessArticle

“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

by Kostoula Margariti

Sustainability 2021, 13(19), 11101; https://doi.org/10.3390/su131911101 - 08 Oct 2021

Cited by 7 | Viewed by 4847

Abstract

The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined. Full article

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16 pages, 1250 KiB

Open AccessArticle

The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model

by Leonidas Hatzithomas, Christina Boutsouki, Fotini Theodorakioglou and Evanthia Papadopoulou

Sustainability 2021, 13(17), 9584; https://doi.org/10.3390/su13179584 - 25 Aug 2021

Cited by 4 | Viewed by 3672

Abstract

The present study investigates the effect of a tourism destination’s perceived sustainable image on the globalness of brands named after the destination and attests the mediating role of brand globalness on the relationship between destination image and purchase intention. A model that incorporates identification with local and global consumer culture as moderators of the relationship between brand globalness and purchase intention is proposed. A 2 (Destination: Santorini vs. Serres) × 2 (Product: tomato paste, yogurt) online experiment was designed through Prolific Academic for the purposes of the study. As Greece is a top destination among British tourists, a British audience was addressed, resulting in 425 participants. Britons with high identification with global consumer culture indicated higher purchase intentions for brands named after a sustainable destination. It also appears that a sustainable destination image is a critical factor in creating brand globalness and purchase intention for a brand named after this destination. Hence, destinations with a sustainable image can be used as a basis for the development of exports. An in-depth understanding of the international image of popular destinations will help indigenous companies create and maintain strong global brands. Significant implications for exporting companies are highlighted. Full article

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22 pages, 946 KiB

Open AccessArticle

Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model

by Kyriakos Riskos, Paraskevi (Evi) Dekoulou, Naoum Mylonas and George Tsourvakas

Sustainability 2021, 13(12), 6867; https://doi.org/10.3390/su13126867 - 17 Jun 2021

Cited by 42 | Viewed by 11674

Abstract

Ecolabels are regarded as an exceptional marketing and advertising tool that informs contemporary consumers about the green traits of a product. They provide information that motivates consumers to exhibit a positive attitude and actual behavior towards a green product purchase. Despite the growing interest in the relationship between green attitude and the corresponding green purchase behavior, studies that investigate the influence of ecolabel features on this relationship are rather scarce. In the present study, a survey carried out in Greece with a sample of 571 participants, examined the direct and indirect effects of ecolabel credibility and ecolabel involvement on attitude and actual behavior about green product purchase. A multiple mediation model about green purchase behavior was developed. Results highlighted the crucial role of ecolabel credibility that positively influences attitude towards green product purchase as well as ecolabel involvement. Moreover, emphasis was given on the concepts of attitude towards green product purchase and ecolabel involvement that proved to be significant mediators of this model. Findings can provide useful guidance to green marketers so that they can generate effective strategies based of ecolabels and favor a positive attitude towards green product purchase that ultimately will enhance green product purchase behavior. Full article

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14 pages, 256 KiB

Open AccessFeature PaperArticle

Does a Pro-Environmental Firm Attract Future Cash Flow? With an Impact of Sustainable Advertisement on Firms’ Financial Performance

by Jaehong Lee and Suyon Kim

Sustainability 2021, 13(3), 1348; https://doi.org/10.3390/su13031348 - 28 Jan 2021

Viewed by 2278

Abstract

This study investigates the future existence of firms that are engaged in environment-oriented activities. Recently, strategic activities for firms’ sustainable growth has been critical for the environment. We use regression analysis to examine the relationship using firms listed in the Korea Stock Exchange market from 2014 to 2018. We use five aspects of environment-oriented activities: organization, management, strategy, performance, and shareholders, provided by the Korea Corporate Governance Service. The empirical results indicate that the firms participating in environment-oriented activities are likely to predict future cash flow, implying firms’ sustainability. We also claim that firms engaged in environment-oriented activities are likely to advertise their pro-environmental engagements, resulting in firms’ sustainable existence in the future. These findings are robust when we use the aggregate value as an alternative measurement. Our finding provides useful information for corporate practice. Active involvement in environmental activities can be used as a strategy that leads to superior performance. These efforts will contribute to enhancing the public image and improving green competitiveness. From the perspective of regulators, the non-financial information assessment supports the government’s eco-friendly policy that emphasizes environment-oriented activities. The results indicate that transparent information for external investors seeking to invest in firms are engaged in environment-oriented activities. Full article

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Published Papers (12 papers)

2023

Jump to: 2022, 2021

2022

Jump to: 2023, 2021

2021

Jump to: 2023, 2022

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