This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.

Healthy and environmentally friendly food is a subject of increasing prominence all around the world, and especially so in developing countries such as India, where consumption of agricultural goods produced in a sustainable environment with a low reliance on pesticides, antibiotics, hormones, and genetic manipulation is a real challenge. Consumer interest in green food items is increasing as safety and health concerns grow, and researchers are calling for further investigation of green food consumer behavior. Although a large number of research was done on environmental performance in industrialized countries, very little research has been conducted among Indian consumers. Furthermore, the gap between intention to consume green food products and actual behavior remains under-investigated. This gap can be investigated through the prism of theory of planned behavior (TPB). This theory has been widely used in green consumer studies: it seeks to explain how individuals make decisions and take actions based on their attitudes, beliefs, and perceived behavioral control. However, the TPB has not been extended to account for cultural values (i.e., Hofstede’s cultural framework), which can play an important role in shaping consumer attitudes and behaviors. Therefore, this research investigates the application of the extended TPB model in the context of green food products with a quantitative survey among Indian consumers (N=387). The results show that long-term (health) orientation and collectivism influence both green purchase intention and behavior. This effect is explained by subjective norms, perceived value, and environmental attitudes of the consumers.

We investigate how two concurrent multimodal sensory primes affect consumers’ evaluation of green products. More specifically, we study how an action of physical cleansing—which enables consumers to smell cleaning scents and offers them a sensation of physical cleanliness—influence their subsequent green detergent choices. Based on the theory of embodied cognition (Barsalou, 2008), we theorize that the two sensory inputs can simultaneously prime morality and cleaning effectiveness—two related yet different concepts—, which can be diagnostic for green product evaluations. The results of two studies show that both the cleaning effectiveness and the primed morality affect how consumers judge a green detergent. On the one hand, consumers infer how effective the detergent is from its scent strength and artificiality – the milder and the more natural the scent is perceived to be, the ―greener‖ and the less effective the detergent is judged to be compared to a regular, non-green alternative. On the other hand, the act of physical cleansing primes the sense of moral superiority of consumers relative to ―others.‖ The consumers who feel morally superior to others then underestimate how attractive the green detergent is going to be to ―other consumers‖ in the market (i.e., to the rest of the market). Our research contributes to both the psychophysiology and the green marketing literature. Regarding the former, we demonstrate a novel multisensory interaction effect by investigating how the brain deals with two competing primed concepts at the same time. Regarding the latter, our findings explain why making people feel moral does not always promote green or ethical consumption (Khan & Dhar, 2006; Mazar & Zhong, 2010). Apart from the account of moral licensing, we further identify that self-based green choices are largely utilitarian and driven by a pragmatic self-interest rather than by morality.

In recent years, companies, consumers, and society have increasingly committed to actions aimed at protecting the environment. Thus, environmental activity has become central to companies’ strategies. Apparel is becoming a disposable product, resulting in a sharp consumption increase (Hwang et al., 2016). The fast growing rates of apparel products consumption and waste lead to an environmental crisis. Smaller brands as well as many multinational companies, including large chains started selling clothes made of ecological fiber. According to the Ethical Fashion Forum, green fashion refers “represents an approach to the design, sourcing and manufacture of apparel which maximizes benefits to people and communities while minimizing impact on the environment.” (Cervellon & Wernerfelt, 2012). The purpose of this research is to analyze the relationship between perceived effectiveness of green products, attitude toward advertising, brand attitude, purchase intention and green behavior intention and to identify how claim specificity types, cognitive style and sustainable involvement influence on the relationship between variables.

Consumers now-a-days are more inclined to buy green products (Mosgaard, 2015; Kammer, 2009). They are concerned about the negative environmental impact of the existing pattern of production and consumption systems on their quality of life (QoL) (Alfredsson, 2004). Consequently, large body of literature on factors influencing green consumption and/or purchase behaviour, among which ‘greenness’ of the product (Gershoffs & Frels, 2015), value of the green product (Olsen et al., 2014), attitude of the consumers towards environmental protection and available knowledge, and perceived time barriers (Tanner & Kast, 2003) are noteworthy among others. Although there is an abundance of research on green consumption, little is known about the habitual purchase of green products and how it contributes to the quality of life of the consumers. Habitual purchase refers to regular and automatic purchase of a product without any cognitive thought or evaluation (Verplanken & Melkevik, 2008). Thus it is distinct from conventionally used constructs such as purchase intention. This study addresses this research gap and aims to explore the effects of different types of green values (such as ecological, functional, economical, emotional and social value) and green satisfaction on the habitual purchase of green products and thus examine their effects on quality of life (QoL) of the consumers.

With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

Most countries have been focused on the CDM(Clean Development Mechanism). According to Wikipedia, the free encyclopedia, CDM is an arrangement under the Kyoto Protocol allowing industrialized countries with a greenhouse gas reduction commitment to invest in projects that reduce emissions in developing countries as an alternative to more expensive emission reductions in their own countries. There are many environmental problems which resulted from development of IT field. The main objective of this paper is to find an effective methodology as an initial stage for applications of green IT in a real life. Therefore this paper addresses worldwide reviews on green IT products.

소간냉동건조분말, 누에번데기냉동건조분말, 수벌가루를 각각 첨가하여 만든 인공사료들을 이용하여 칠성풀잠자리붙이(Chrysopa pallens(Rambur))를 사육한 결과 누에냉동건조분말을 1% 수준으로 첨가한 먹이에서만 효율이 증대되었으며, 유충발육기간이 15.60.99일, 고치무게가 2.94mg, 성충까지의 생존율이 89.3%로 나타났다. 또한 소간냉동건조분말, 소고기냉동건조분말, 달걀냉동건조분말 그리고 설탕을 각각 4/4/3/4의 비율로 놓고 비타민 C와 Vanderzant의 비타민 B 혼합물을 각각 50mg씩 넣은 먹이로 칠성풀잠자리붙이를 사육한 결과 유충발육기간이 1.45일, 고치무게가 2.24mg, 성충까지 생존율이 100%fh 나타났으며, 산란 시작후 20일간의 산란수가 70.4개에 달해서, 이 인공사료를 이용한 칠성풀잠자리붙이의 대량사육이 가능한 것으로 나타났다.

Under the background of economic globalization, the trade between countries in the world is increasing rapidly. Under the rules of WTO, the tariff rate of trade barriers is decreasing, but on the other hand, nontariff barriers are increasing. especially Compared with tariff barriers, green trade barriers have a greater impact on agricultural trade. Therefore, the negative impact of green trade barriers on agricultural products trade is a problem worthy of attention and urgent response in the future agricultural products trade between China and South Korea. Firstly, this paper analyzes the meaning and characteristics of green trade barriers, introduces the current situation of agricultural products trade between China and South China, analyzes the influence of Korean trade barriers on’s agricultural products export trade, and on this basis, forms countermeasures to promote Chinese agricultural products export to South Korea. The research of this paper has certain guiding significance for promoting Chinese agricultural export trade to South Korea.

The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206 responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with 1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption. Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green consumption in Vietnam.

The main purpose of this study is to investigate the factors that have an impact on public policy, green products and technology in Kuala Lumpur, given government initiatives to boost the environment awareness. The data used in this study was collected by distribution questionnaires randomly in six areas of Kuala Lumpur and 400 respondents were interviewed. Based on a literature review, three hypotheses were stated and tested using structural equation modeling (SEM). SEM is a statistical analysis method that involved two or more variables in analyzing structural relationships among the variables. The SEM model shows that green products and government policies have a direct influence on environmental awareness. However, green technology does not have a direct influence on environmental awareness. Since, knowledge on green technology does not have a significant impact on raising environmental awareness among the public, a much more pragmatic awareness campaign needs to be put in place to use green technology as a part of modern living. The study suggests that the urban population needs to be more aware of the environmental issue as cities tend to have better infrastructure to raise public awareness on green issues. Moreover, the government should increase the environmental awareness among younger generation through workshops, seminars, campaigns, and pamphlets.

Background : Invitro antioxidant activity, polyphenol and flavonoid aglycone contents in black and green tea products of balloon flower leaves were investigated to provide valuable information for the further development and utilization of resources of Platycodon grandiflorum. Methods and Results : Flavonoid aglycone contents were investigated using HPLC (SHIMADZU, Japan) with a hypersil ODS column (125 mm × 4 mm, 5-μm particle, HP). DPPH and ABTS radical scavenging activities were measured by method of Lee & Lee (2004) with slight modification. Antioxidant activity, polyphenol and flavonoid contents in green tea were significantly higher than these in black tea. PC analysis indicated that first principal components explained 79.9% of the total variability for five traits investigated. PC2 explained 19.7% of the variation. Conclusion : It can be concluded from these results that these characteristics can reveal the active compound variation of black and green tea products of balloon flower leaves. These results provide scientific evidence for the utilization of balloon flower leaves.

This study is to find compatibility materials of industrial by-product and ocher mixed plants mats at different formulation. We compare Four formulation. Experiment are permeability, water content, cohesion of mat. Resultingly, Ocher formulation have effectively strong cohesion of met.

Formation of disinfection by-products (DBPs) including trihalomethans (THMs), haloacetic acid (HAAs), haloacetonitriles (HANs) and others from chlorination of algogenic organic matter (AOM) of Microcystis sp., a blue-green algae. AOM of Microcystis sp. exhibited a high potential for DBPs formation. HAAs formation potential was higher than THMs and HANs formation potential. The percentages of dichloroacetic acid (DCAA) and trichloroacetic acid (TCAA) formation potential were 43.4% and 51.4% in the total HAAs formation potential. In the case of HANs formation potential, percentage of dichloroacetonitrile (DCAN) formation potential was 97.7%. Other DBPs were aldehydes and nitriles such as acetaldehyde, methylene chloride, isobutyronitrile, cyclobutanecarbonitrile, pentanenitrile, benzaldehyde, propanal, 2-methyl, benzyl chloride, (2-chloroethyl)-benzene, benzyl nitrile, 2-probenenitrile and hexanal.

The prices of domestic green tea products are relatively expensive and price differences within products of the same levels of quality are various. Also, there is no basic criteria on evaluation of green tea quality. To group 43 commercial green tea products into several parts by the principal component and cluster analyses, this work was done by use of 8 chemical constituents which were analyzed by NIR system. The principal component and cluster analyses revealed 8 groups. The first group included 16 products that had lower free amino acid and theanine contents. The second group included 5 products having higher free amino acid and theanine contents, but lower ash contents. The third group included 13 products showing medium values of 8 constituents. The IV group included 4 products having higher contents of moisture, free amino acids, and theanine. The V group included 1 product showing higher moisture but lower catechins contents. The VI group included 2 products that had higher moisture and catechins contents, but lower free amino acid and theanine contents. The VII group had higher moisture and catechins contents. The VIII group had higher ash and vitamin C contents. The free amino acid contents which were the most important in flavor evaluation of green tea quality did highly positively correlate with the contents of total nitrogen (0.956**),~;theanine~;(0.981**),~;and~;caffeine~;(0.793**) , but negatively with the contents of ash (-0.884**) . The catechins used as for functional ingredients did correlate with contents of caffeine(+) and vitamin C(-), respectively.