Environmental Management Portfolio of Korean Fashion Brands

We hypothesize that Fashion brands’ demand for organic agroforestry cotton (OAC) may foster more sustainable supply chains in the cotton industry. However, to realize the potential of the OAC market, a better understanding of the market demand for OAC, as well as the quality and production standards under which the brands operate, the institutional frameworks, and the market mechanisms that underpin its commercialization, is needed. We evaluated the existing organic markets in Brazil using an interview-based methodology with key stakeholders throughout the organic cotton supply chain in 2022. Our study revealed that some brands are willing to pay prices ranging from USD$ 2.57 to USD$ 4.61 per kg of cotton lint depending on the brand. These brands require suppliers to meet quality specifications for the cotton fiber; for example, they require average to long fibers and specify harvesting practices that influence fiber quality. There are also social and environmental criteria that prioritize vulnerable communities of family farmers and women groups planting cotton based on established sustainable practices. The institutional framework includes different stakeholders throughout the organic cotton supply chain, which is fundamentally driven by private demand for cotton, counts on the support of agents connecting brands to farmers, and is indirectly supported by public policies. Existing markets for organic cotton are established via contracts that provide farmers with guarantees to invest in planting cotton and have different certification systems used by the brands that monitor and verify adherence to the standards. Market demand for OAC may, therefore, potentially lead to new markets that promote sustainable supply chains and farming practices. However, existing markets for organic cotton reveal complex requirements that must be addressed, such as the need for supporting agents connecting brands to farmers, and market mechanisms, such as complex contracts and certification.

Green Lean Total Quality (GLTQ) Suppliers, Organization and Customers Management System (SOCM) is a system comprises the interrelated linkages between suppliers; organization and customers in Environmental Management System (EMS) practices which are integrated to TQM with Lean Manufacturing (LM) principles. SOCM is essential especially in dealing with inefficient suppliers chain and customers management. The ultimate goal of this system is to focus on achieving total SOCM efficiency that uses EMS and Lean TQM System. A survey questionnaire was developed and distributed to 30 highly active automotive companies in Malaysia and the results analyzed by SPSS. The results suggest that the level of EMS SOCM implementation is low among the 1st tier automotive companies. This shows that LTQM SOCM is more implemented than EMS SOCM among suppliers. Based on the response given, it can be deduced that a high focus and concentration were given to managing suppliers. This is believed due to the LTQM effects on the product quality. It seems that EMS SOCM has no direct impact on the product quality. EMS SOCM mainly caters for the suppliers surrounding rather than that of the customers and final product. The proposed Green LTQM SOCM framework, established in this study based on the results obtained, is believed to offer a preliminary insight on the level of SOCM. Knowing their level, the companies can embark on a new journey to enhance their SOCM. The current proposed framework is a synergy of 4 awards practices and 5 systems. Future study can be conducted to access the status of SOCM in other companies and also extended to other industry.

The study explored the relationship among green marketing practices, strategies, and competitiveness in the hospitality industry in Negros Occidental in in the fiscal year 2024. Data were gathered from 292 personnel from purposively selected 22 DOT-accredited hotels in Bacolod City, Cadiz, Sipalay, and Manapla using a validated questionnaire. The analysis included frequency counts, percentages, chi-square tests, and Spearman's rho correlation at a 0.05 significance level. Findings indicated that most hotel employees held a Bachelor's degree and had less than three years of experience. Green marketing practices were highly rated, particularly in promoting eco-friendly initiatives, while strategies received excellent ratings, with room for improvement in areas like plastic reduction and biodegradable packaging. Competitiveness was very high, especially in hygiene and guest experience, though funding for special events required more attention. Years of experience and hotel classification significantly influenced green marketing efforts, while educational attainment and position had little impact. Positive correlations among green marketing practices, strategies, and competitiveness underscored the importance of sustainability for gaining a competitive edge. The study concluded that while green marketing practices are well-established in most hotels, improvements are needed in specific areas. Recommendations included enhanced training, industry-wide sustainability standards, and greater community engagement. Future research could examine the impact of green marketing strategies on consumer behavior and hotel competitiveness.

Within the campus of business ethics and social responsibility, green marketing strategy has become a much discussed issue in today's academic world as well as in the profession. Though corporate greening has gained a widespread recognition, different studies have found the concept still facing much confusion especially on norms of ideal green marketing practices. As a consequence, many organizations which are professing green marketing are not profound about it. Among those firms some are partially involved while some are not yet convinced to adopt the green marketing strategy mostly because they do not find it worthwhile regarding revenue and profit. In academia, there are considerable amount of literature providing scattered individual insights from different perspectives. A chapter synthesizing these literatures can be helpful for both academics and marketing practitioners. This chapter attempts to review the literature to understand the origin and evolution of green marketing and green marketing strategy with all its major fundamental dimensions. Based on the existing mainstream literature, the chapter also reveals the green marketing strategy from the strategic consumer behavioral perspective. Furthermore, it summarizes the key success factors behind green marketing, its impact on the organizational performance as well as recommendations for successful implementations. The chapter is a synthesis of the green marketing philosophy and green marketing strategy that might serve as an extensive reference material to both the researchers and marketing practitioners in conducting interesting future research in the field as well as in formulating and adopting appropriate green marketing strategies.

Within the campus of business ethics and social responsibility, green marketing strategy has become a much discussed issue in today's academic world as well as in the profession. Though corporate greening has gained a widespread recognition, different studies have found the concept still facing much confusion especially on norms of ideal green marketing practices. As a consequence, many organizations which are professing green marketing are not profound about it. Among those firms some are partially involved while some are not yet convinced to adopt the green marketing strategy mostly because they do not find it worthwhile regarding revenue and profit. In academia, there are considerable amount of literature providing scattered individual insights from different perspectives. A chapter synthesizing these literatures can be helpful for both academics and marketing practitioners. This chapter attempts to review the literature to understand the origin and evolution of green marketing and green marketing strategy with all its major fundamental dimensions. Based on the existing mainstream literature, the chapter also reveals the green marketing strategy from the strategic consumer behavioral perspective. Furthermore, it summarizes the key success factors behind green marketing, its impact on the organizational performance as well as recommendations for successful implementations. The chapter is a synthesis of the green marketing philosophy and green marketing strategy that might serve as an extensive reference material to both the researchers and marketing practitioners in conducting interesting future research in the field as well as in formulating and adopting appropriate green marketing strategies.

The background of the study shows that in today’s booming fashion industry, brand style and marketing strategy have become key factors affecting the competitiveness of brands, and their importance is becoming more and more prominent. With the diversification of consumer demands and the intensification of market competition, how to build a unique brand style and formulating effective marketing strategies have become the keys to enhancing the competitiveness of fashion brands. The purpose of this paper is to explore the style construction and marketing strategy of fashion brands and to analyze the cultural, market, and consumer behavior factors behind them. It compiles relevant theories and research results for literature review; selects three famous overseas fashion brands as research objects and conducts a systematic case analysis. The success of a brand is shaped by the mutual promotion of a fashion brand’s unique style and flexible and skillful marketing strategy. At the same time, to stand out in the competitive market, fashion brands must constantly innovate their styles learn to be flexible and modify their use in marketing strategies. This not only helps to improve brand image and awareness but also enhances consumers’ brand loyalty and willingness to buy.

Consumer and organizational awareness of environmental sustainability is ever increasing. In the era of global warming and climate change, organizations need to move away from traditional marketing strategies to green marketing strategies and green management to remain sustainable. The objectives of this chapter are to provide stakeholders with the overview and importance of green marketing, establish the link between green marketing mix and strategic green marketing, and reveal what organizations should focus on in developing green management to remain competitive and profitable. Green marketing strategies activities for financial services were highlighted, and lastly, the authors examined the impact of green management on firm financial performance. The chapter offers a holistic practice and recommendation of going green for both financial services and other businesses. Practical implications for managers were pointed out through commitment to green marketing and management to yield positive outcomes on firm financial performance in the long run.

This research project focused on developing a better understanding of the role of consumer and management in mainstream hotels in achieving sustainability. The structure of this research is initiated by providing more information about the main research background, followed by a literature review and development of the models used. The research design is presented with the models. Results of three studies are explained and discussed. The main research question to be answered is ‘What is the role of consumer and management in creating sustainability in a hotel context?’ The literature review on stakeholder theory in strategic green management suggested a multi-perspective involvement (company and customers) in establishing green management in hotels. The hotel consumer literature review found a high extent of Theory of Planned Behaviour (TPB) approaches used to conceptualise individual Pro-Environmental Behaviour (PEB) in existing models. However, fewer studies clearly pointed out that the inclusion of hotel green attributes contributes to a better explanation of customer loyalty in hotels. There is also scarcity in the inclusion of behavioural elements and mindfulness in existing PEB models. This research includes a novel feature of mindfulness, domestic green habits (behaviour), and hotel green attributes (context) as an alternative approach to explain individual PEB in hotels. In accordance with stakeholder theory, this research examines co-operations between hotel management and customers to establish business sustainability and provide win-win-win solutions for customers, company, and the natural environment. This research is designed on the pragmatist paradigm. A sequence of mixedmethods design (qualitative – quantitative – qualitative) was selected as the strategy of inquiry. In the first qualitative phase, two customer focus group discussions were conducted to develop some questionnaire items. After the pilot study, a survey targeting 3-star to 5-star hotel users was conducted in Indonesia (n=324). A similar survey was also carried out in Australia (n=339). Hotel management interviews (n=26) were also conducted to develop better understandings on hotel pro-environmental management from managers’ perspectives. The empirical studies presented in this research suggest that the proenvironmental collaboration between consumer and hotel management maintains a significant role in achieving sustainable hotel business. The study of individual PEB in hotels suggests that mindfulness significantly impacts consumer PEB in hotels. Hotel green attributes are found to be prominent in facilitating green behaviours in hotels. The study of the influence of hotel green attributes on customer loyalty suggests that the establishment of hotel green attributes supports customer’s positive attitudes towards the hotel’s brand and exhorts customer loyalty. The significance of green attributes in hotels conforms to the results of manager interviews. The green typology developed from the management interviews suggests high-level motivation, wide scope, very good processes and monitoring, and enhanced levels of customer communication enables best practice pro-environmental management. Exploring PEB in hotels from different perspectives contributes a green collaboration concept between consumer and hotel management to the hotel sustainability literature. A typology of hotel green management is presented to predict the extent of green practices in mainstream hotels. The green management criteria of the typology contribute insights to the actualisation of green management in mainstream hotels, and detailed standards to achieve best green practices in hotels. Supporting the stakeholder theory, staff participation and customer communications are necessary to achieve best green management practices. The novel concept of mindfulness and the behavioural approach to determining consumer PEB in hotels contribute a new perspective to the consumer behaviour literature. This research contributes to hotel management literature by providing insights on the prominent role of hotel green attributes in the actualisation of customer PEB in hotels. Findings of this research add deeper understandings of the role of hotel green attributes and customer experience in generating customer loyalty in hotels. Practically, this research mainly points to green collaboration between stakeholders (managers, staff, and consumer) that can be applied in hotel management. The green management typology criteria developed from this research can be applied to measure the extent of a hotel’s green practices. It can also assist hotel managements by providing a valid reference to enable best green practices in their hotels. Results of this research encourage hotel managers to involve the staff in formulating a green strategy and communicate the green strategy to their customers. Noting the positive impact of hotel green attributes and good hotel customer experience on loyalty, findings of this research deliver a novel approach for hotel management to gain a better understanding of their customers and to improve customer loyalty in their hotel. The inclusion of behavioural aspects and mindfulness in determining hotel PEB challenges and encourages the enactment of PEB among hotel customers.

The government of Thailand launched the OTOP program as a grassroots economic development strategy in 2001, and it has been functioned nationwide. However, some instances of environmental pollution occurred over a decade due to human activities. This research aimed to develop an environmental education strategy that enhance eco-friendly production and respond to the sustainability concept. The participatory action and survey research were applied. The policy makers and key informants were the target groups of this study namely; 10 policy executives, 25 entrepreneurs, and 20 OTOP representatives, meanwhile, structured-questionnaire was applied among 411 consumers. The results showed that the awareness level for pollution problems and participation in environmental conservation activities among the stakeholders were high. Majority of participants have high level of knowledge, attitude, skills and practices on eco-friendly production. The strategy based on sufficiency economy philosophy was developed, whereas four strategies with specific goals, measures, and 19 associated projects included. Expert evaluation and quality assessment were carried out, and showed that the strategy is highly rated in terms of satisfaction and confidence. As recommendations, the government agencies and stakeholders should promote targeted education and awareness programs about integrated eco-friendly OTOP production. Comprehensive learning centers, integrated budgets, initiatives for green marketing and communication strategies should be encouraged. Further in-depth research should be conducted for creative OTOP and green products to get better understanding about the overall market dynamics and respond to the sustainable concept of society.

Along with continuous increases in the globalization of market, today’s business is challenged by a maturing domestic retail environment and an aging consumer market. Given this atmosphere in Korean fashion market, one of critical issues to survival for companies is a strong “brand power” with brand image (identity) and its strategic marketing Strong brands are viewed to differentiate themselves from unknown brands, resulting in favorable brand images that mirror the brand’s identity. As exploratory approach, this study identifies a strategic business focus on achieving brand power and provides an insight into developing effective brand positioning and fashion marketing strategy toward global markets. By focusing on a Korean fashion brand “Bean Pole”, objectives of this study are to profile the Cheil Industry in Samsung Group, define brand identity of the Bean Pole, and explore critical factors of strategic brand management. Korea’s economy ranks among the top 10 in the world, and its consumers have long been familiar with Western cultures through travel abroad and mass communications. Now, the Korean fashion marketplace is characterized by two market niches; (a) primarily domestically-produced, inexpensive apparel lines and (b) high-end collections dominated by designer brands imported mostly from the U.S. and Europe. More recently, apparel retail industry has shown strong rates of growth in South Korea, increasing its attractiveness to new entrants from foreign retailers. While some retailers selling apparel are highly diverse, many retailers still retain a strong emphasis on clothing, which intensifies rivalry. Cheil Industries is an affiliate of the Samsung Group, founded in 1954, as an initiative company with force in the development of textile industry, Korea. Today, the company has established a worldwide reputation for high quality and value in the three aspects: (a) leadership of electronic material in the IT area, (b) creating high profit by business structure of chemicals, and (c) gaining competitive fashion brand power. Currently, the Cheil Industry became a leading fashion firm with dominant brand power by launching various brands in domestic as well as foreign markets. As a traditional casual brand, “Bean Pole” launched in 1989 is currently expanding to family brands with different product lines. In 2005, the company had annual sales of $950million for fashion business. “Bean Pole” is the core fashion brand of the Cheil Industries, contributing 31% ($290million) of total sales in the fashion division in 2005. Now, the Bean Pole is number 1 brand in the retail venue of casual wear and children wear. Obviously, Bean Pole plays an important role as the best brand in achieving powerful brand asset of Cheil Industries’ fashion brands in Korea. This case study discusses Bean Pole from two aspects. The first thing is building brand salience. For fashion products, brand salience may be strongly related to brand image (or concept) including fashion image and style. The second thing is how to do strategic brand management. Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This study provides an insight into marketers and researchers to develop devise strategic brand management in the area of high-end fashion brand and underscore the inherent need for further, in-depth empirical research in the brand equity theory. A basic observation exemplify the brand identity of Bean Pole and its strategic brand management for sustaining strong brand equity in three aspects: brand extension, image positioning, and marketing mixes. In case of Bean Pole, success of marketing strategy for brand management heavily relies on its prestige image with high quality, establishing the brand equity. The brand equity can be leverage of brand extension entering into variety of new product categories within a same category of apparel. Especially, masstige brand positioning is critical to success of lifestyle brand extension for Bean Pole, which may have synergy effect on achieving strong brand value in both core brand and its extension. A strategic brand managing effort of Bean Pole can help companies establish brand equity. Fashion firms that are able to have a strong relationship with their customer should real a host of value, such as salient brand identity, premium brand price, and efficient marketing programs. Such understanding Bean Pole’s business focus allow marketers or retailers to entry into global brand extensions.

The deterioration of environmental factors, economic and technological development, the formation of complexity in societies, the rise of complex structures have made the environment and green management practices more important. Especially value-creating green approaches are considered as critical components in both public and private sector applications and defined as indicators of success in terms of sustainability. On the other hand, green marketing strategies are also important practices that have a positive impact on the environment and should be carefully emphasized for the inheritance of nature to future generations. Recently, it has been on the agenda quite a lot and it is understood for all sectors.In this study, it is aimed to determine the criteria for value-creating green approach practices in logistics companies operating in the TR A1 region due to the above mentioned importance and to choose the most ideal green marketing strategy. In solving this problem, Multi Criteria Decision Making (MCDM) methods, which are a complex decision-making method, have been used. According to the results of the research, it was determined that the most important criterion in value creating green approach applications as Environmental Focused Strategic Decisions (C3), and the least important criterion as Environmental Life Cycle Analysis (C2). It has been determined that the most ideal green marketing strategy is Green Innovation (A1). Accordingly the importance of the environmental based strategic decisions is revealed in terms of creating green marketing strategy for companies.

The growing global emphasis on environmental sustainability has encouraged organizations to adopt green marketing as a key strategic approach to attract environmentally conscious consumers. The study examines the effectiveness of Starbucks’ green marketing strategies from a consumer perspective in the Ernakulam district of Kerala. The research investigates consumer awareness, perception, and behavioral responses toward Starbucks’ sustainability initiatives, including ethical sourcing, waste reduction, and eco-friendly packaging. Primary data were collected through a structured questionnaire from 100 respondents selected using the snowball sampling method. Data analysis using t-tests and one-way ANOVA revealed that gender has no significant influence on awareness of green marketing, whereas income significantly affects awareness of Starbucks’ sustainability efforts. The findings indicate that consumers with higher income levels are more informed about Starbucks’ green practices and demonstrate stronger positive perceptions of the brand. The study highlights the importance of effective communication of sustainability initiatives to enhance consumer engagement and brand loyalty. The results contribute to the understanding of how green marketing influences consumer behavior and provide practical implications for businesses seeking to strengthen their environmental responsibility through marketing strategies.

Managing green marketing: Hong Kong hotel managers’ perspective

Over the years, Malaysian manufacturers struggled to mitigate the widened gap among the three aspects of TBL performance, e.g., economic, social, and environmental. Although, the economic performance is relatively elevated compared to environmental performance based on environmental performance index (EPI) data reports. Similarly, less than twenty per cent (20%) of manufacturers are ISO14001-certified out of the total registered firms in the 52nd FMM directory. The firms must employ green HRM practices to foster pro-environmental behaviour and support their managers to adopt the environmental management system (EMS) framework to reap the benefits of TBL performance. To resolve these issues, sustainability has become an essential strategy for manufacturers in addressing environmental problems due to consistent ecological awareness among stakeholders that compels firms to adopt EMS and green HRM practices to foster organizational citizenship behaviour for the environment (OCBE) and improve triple bottom line (TBL) performance. This research aimed to investigate the impact of the EMS on TBL performance through green HRM practices and OCBE via a serial mediation approach among ISO14001-certified manufacturing firms. A quantitative methodology was employed based on a positivist paradigm. The sample of 350 respondent firms was randomly targeted via standard questionnaires. Around 248 manufacturers responded with a response rate of 70%, which is sufficient for data analysis. After outliers and normality assessment, the clean data of 216 manufacturers were finally analysed using SmartPLS 4.0. Structural equation modelling (SEM) analysis revealed that EMS is positively related to OCBE, and OCBE is positively associated with TBL. EMS is positively related to green HRM practices, and green HRM practices are positively associated with OCBE. Furthermore, it was confirmed that green HRM practices and OCBE serially mediated the relationship between EMS and TBL performance among ISO14001-certified manufacturing firms. The current study also presents vital organizational and managerial implications.

Building development has been causing adverse environmental effects with emissions of greenhouse gas in the range of about 40% and consumed energy of about 35% in 2018 in developing countries. Expediting green management practices in an environmental, economic, and social manner becomes crucial in the building industry. Guiding from the systematic literature review, a whole building life cycle engagement of Green Marketing Strategy (GMS) and Green Technology Development (GTD) as green management practices to achieve organizational performance success in terms of Green Performance Success (GPS) & Finance Performance Success (FPS) lacks scholars’ studies. From a theoretical point of view, the pre- and post-building phases’ critical factors should be further explored and investigated. Few research studies can be identified for the conventional construction projects in selecting critical organizational performance success factors in their pre- and post-project stages. This research aims to provide an understanding into the effects of the green management practices on organizational performance success through a questionnaire survey follows by post-survey interviews, case studies, and green expert interviews so as to incentivize the promotion of the green management practices to combat global warming and greenhouse gas emissions. The results of a moderated hierarchical regression analysis revealed that green management practices in terms of green marketing strategy and green technologies development have a significant impact on firm performance in terms of green performance success and financial performance success. Further investigations of how the supplier cooperation and green building uncertainty moderate green management practices on organizational performance are studied. The experts’ interviews directed that the government take a leading role in asserting green management practices implementation, particularly in making green building development mandatory. Advanced construction information technology (e.g., building information modeling) should be used to inspire the building process to generate and manage building data to improve the green building technological design incorporation to recycle the building elements with waste reduction. Above all, the instituting of a robust and operational market platform for the green materials and products with a performance index would enhance the vision and mission of green marketing strategy to reduce the materials costs progressively. Commitment and cooperation of suppliers to deliver suitable green performance materials and products is also beneficial to the building industry. As the study indicated, the higher level of technological and logistical integration with the suppliers’ base will lead to higher levels of environmental collaboration and building firms’ performance.