Market Environment Research Articles

The Influence of Green Tourism Differentiation and Green Marketing on Tourist Visit Decisions through Visit Interest in Paharangan Village Agrotourism

Indonesia, as a country rich in natural resources and biodiversity, has a great opportunity to develop an environmentally friendly tourism sector. In the last two decades, there has been an increasing interest in tourism development, especially with regard to green tourism. This study aims to empirically test the effect of green tourism differentiation and green marketing on tourists’ decisions to visit certain destinations. The independent variables for this analysis are green tourism differentiation and green marketing. The dependent variable is visit decision. The intervening variable is visit interest. The sample for this research draws from tourists who are visiting or have already visited Paharangan Village Agrotourism. The engineering method, non-probability sampling, was used for the sampling. Data collection was carried out by distributing questionnaires directly to respondents, totalling as many as 130 questionnaires, and multiple linear regression and path analyses were conducted. The results show that while green tourism differentiation and green marketing significantly positively affect visit decision and visit interest of tourists, visit interest does not affect visit decision, and visit interest is not proven as an intervening variable between green tourism differentiation and green marketing on visiting decisions. Keywords: green tourism differentiation, green marketing, visit interest, visit decision

Preface: 3rd International Conference on Portfolios, Global Marketing and Economic Environment (PGMEE 2024)

2024 3rd International Conference on Portfolios, Global Marketing and Economic Environment (PGMEE 2024) was held in Sao Paulo, Brazil during September 07-08, 2024. This conference aims to provide an academic sharing and exchanging platform for researchers, practitioners, and educators to present and discuss the most recent innovations, trends, and concerns as well as practical challenges encountered and solutions adopted in the fields of portfolios, financial security, risk management, global marketing, asset pricing, investment policy and economic environment. The success of PGMEE 2024 is due to the high scientific level of all the contributions as well as to the enthusiasm of all the attendees. The member of the technical committee did a precious job in selecting the papers that were accepted for presentation and for inclusion in this book of proceedings among those that were initially submitted. Beside the authors, participants, we would like to thank the members of the organizing committee, reviewers and volunteers, whose work was fundamental for assuring the smooth running of the conference. We hope PGMEE 2024 can develop into persistent success in future years, involving participants and speakers from all corners of the world. And we believe that with the strong support of all participants, professors, scholars, this conference will be more distinctive. PGMEE Organizing Committees Sao Paulo, Brazil

An Analysis of the Effectiveness of Green Marketing Strategies in the NBA

The intersection of the sports industry and environmental sustainability is an area that has not been widely explored, particularly in the context of major sports leagues and professional sports in Western societies. Current research on this topic tends to be generalized and limited, failing to explore the full range of effectiveness. This study investigates the effectiveness of the NBA’s green marketing strategies in mitigating its environmental impact. By examining various initiatives related to sports and the environment, arena construction, sports production, and fan impacts, the study attempts to assess whether these efforts have actually reduced the negative environmental impacts of the NBA industry, or whether they have primarily served as marketing tools. The study examines successes and identifies areas for improvement, making recommendations for improving the NBA’s environmental sustainability and setting an example for the sports industry. This study uses literature survey and case study methodology to investigate, collect cases and critically analyze the environmental impact of the NBA industry and in developing green marketing practices. The aim is to assess the perspectives and limitations that are not widely scrutinized now and provide recommendations for the NBA’s sustainability path in the future.

Research On Marketing Strategy of Social Media Platform: A Case Study Based on Tiktok

In the context of the digital age, the frequency of using social media platforms in people's lives is increasing. This paper discusses the market overview, marketing strategies, success reasons and future prospects of Tik Tok as a new social media platform. The research methods include literature review and empirical analysis. The literature review section provides theoretical support for subsequent case analysis based on previous research results; Through specific cases and data, the empirical analysis shows the marketing strategies of TikTok as a representative of social media platform in different market environments. This study aspires to deliver valuable insights and strategic lessons for businesses and digital platforms by meticulously examining TikTok's digital marketing strategies. By delving into a profound analysis and offering a holistic assessment, this research endeavors to furnish substantial empirical evidence and theoretical frameworks. These contributions aim to deepen the comprehension and academic discourse surrounding TikTok's influence and competitive edge within the dynamic global social media landscape. Furthermore, the findings are anticipated to inspire innovative approaches to digital marketing, emphasizing the significance of adaptive and data-driven strategies in today's interconnected digital ecosystem.

The Impact of Green Entrepreneurial Orientation and Greenmarket Orientation on SME's Performance: The Role of Green Innovation

Protecting the environment has turned into a competitive market problem, affecting the success of small businesses. Much research has been done on the direct links between green entrepreneurial orientation, green market orientation, green innovation, and SME success. However, few studies look at the indirect links through the lens of green innovation. This study aims to find out if green market orientation and green entrepreneurial orientation impact the success of small and medium-sized businesses. PLS-SEM is used to test the theories quantitatively. Conversations with Batik SME business owners in Ponorogo City were used to gather data. Thirty people took part in this study. The results show that green market orientation and green entrepreneurial orientation have both direct and indirect effects on the success of small businesses. Green innovation also has a direct impact on the success of small and medium-sized enterprises, as well as affects green business orientation and green market orientation. Keywords: green entrepreneurial orientation, green market orientation, green innovation, SME performance

Application and Empirical Analysis of Random Volatility Model in Financial Markets

The Stochastic Volatility Model (SVM), as a key innovation in modern financial engineering, has profoundly changed our understanding of the volatility characteristics of financial markets. This model not only considers the volatility of asset prices as a time-varying random variable, but also simulates this uncertainty by introducing stochastic processes such as Brownian motion or more complex stochastic differential equations, thereby achieving a precise characterization of the dynamic characteristics of volatility. Compared to traditional fixed or historical average volatility assumptions, SVM can capture sudden changes in market sentiment, the impact of news events, and the influence of macroeconomic factors on volatility, providing investors with a more realistic perspective on the market. This article not only deeply analyzes the theoretical basis and construction methods of SVM, but also verifies its effectiveness and applicability in different financial market environments through empirical analysis and actual market data, providing valuable references and insights for financial practitioners, scholars, and policy makers.

Resilience and Sustainability of Muslim Entrepreneurs of Gen Z In Era 5.0: A Conceptual Approach

This study investigates how digital innovation and green marketing contribute to the resilience and sustainability of Muslim Generation Z entrepreneurship. Gen Z, known for its strong affinity for technology, utilizes digital platforms such as social media and e-commerce to develop businesses with relatively low capital, making it an ideal environment for entrepreneurial growth. For Muslim Gen Z entrepreneurs, integrating Islamic values like honesty, social responsibility, and business ethics into their ventures is essential for business practices. The study aims to explore the impact of digital entrepreneurship and green marketing on the resilience of Muslim Gen Z entrepreneurs and identify the factors influencing their sustainability. The research employs a conceptual approach, analyzing secondary data and existing literature on digital entrepreneurship, green marketing, and Islamic business ethics. Findings indicate that leveraging digital technology enhances the ability of Muslim Gen Z entrepreneurs to adapt to market changes, increase competitiveness, and operate sustainably. Green marketing, in particular, aligns with Islamic principles of environmental responsibility, attracting environmentally conscious consumers and building stronger brand loyalty. This study highlights how these entrepreneurs can integrate ethical practices with innovative strategies to build resilient and sustainable businesses in the digital era. The research underscores the need for further empirical studies to examine the practical application of Islamic values and digital innovation across various regions and how these factors interact with local entrepreneurial ecosystems.

Dampak Kebijakan Pajak terhadap Preferensi Pertukaran Mata Uang Kripto: Analisis Kualitas dalam Konteks Regulasi yang Berkembang

This qualitative literature review examines the impact of tax policies on cryptocurrency exchange preferences within the context of evolving regulations. With the rapid growth of the cryptocurrency market, understanding the relationship between tax regulations and user behavior has become crucial. This study synthesizes findings from various research articles, highlighting how clear and transparent tax policies can influence user engagement and compliance in cryptocurrency trading. The review reveals that uncertainty regarding tax obligations often leads to user avoidance of cryptocurrency exchanges, while a better understanding of tax responsibilities correlates with more proactive investment management. Furthermore, the analysis indicates that cryptocurrency platforms demonstrating transparency in tax handling are preferred by users. The findings emphasize the necessity for governments to develop supportive tax frameworks and educational initiatives to facilitate healthy growth in the cryptocurrency sector. Overall, the research underscores the importance of regulatory clarity in fostering user trust and participation in cryptocurrency exchanges, ultimately contributing to a more robust and sustainable market.

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.

Tools of Artificial Intelligence Technology as a Framework for Transformation Digital Marketing Communication

The article researches the transformative possibility of Artificial Intelligence (AI) technology tools in digital marketing communications. By leveraging machine learning, natural language processing, and data analytics capabilities, AI tools enable marketers to automate tasks, personalize content, optimize campaigns, and gain deeper insights into customer behaviour. The paper examines applications of AI in digital marketing, analyses the way of transforming digital communication by AI, compares it to the traditional PESO communications model, presents the utilization of AI tools within the PESO framework and their collaboration to enhance communications, and proposes a framework for successful implementation. The research question in this paper is: how do artificial intelligence tools transform communication in a digital marketing environment? The results provide valuable insights into how AI-based technology transforming digital marketing communications.

The Effect of Employing Green Materials on the Business Performance of the Sustainable Retail Sector

There has been an increasing demand in the retail sector to become more environmentally sustainable in its operations. One crucial aspect of sustainable retail operations is green materials, which can lead to better business performance among firms in sustainable retailing. The quantitative approach was adopted in this study, whereby a structured questionnaire was administered to the respondents, who, in this case, were retailers in a specific sustainable retail environment. The population of this study comprises 200 retailers based in the sustainable retail sector who are using green materials for their supply chain packaging and manufacturing processes, such as Post Industry Recycled, biodegradable and organically oriented materials. This study will help develop strategies to incorporate green materials in business operations to benefit companies in a sustainable retailing business. The research shows that adopting environment friendly materials such as biodegradable and recyclable ones can make a company more profitable, prefered by customers, loyal to the customers and respond to their needs and promote their image to previse customers who are green conscious. It entails that sustainable actors in the retail sector who incorporate green materials in their product designing and manufacturing processes are likely to snatch the sustainable market efficiently.

Have MSMEs in Indonesia Focused on Business Sustainability? The Influence of Environmental Orientation, Technology Implementation, Green Marketing, and Innovation Capability

The aim of this study is to determine the factors that impact MSMEs' sustainability practices and the degree to which they concentrate on business sustainability in Indonesia. This study used a quantitative research approach and collected survey data from MSMEs in Indonesia operating in various industries totaling 350 samples. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for data analysis to assess the relationship between variables. The study discovered that a focus on the environment, the application of technology, and green marketing greatly improve an organization's capacity for innovation, which in turn has a favorable impact on the sustainability of the firm. MSMEs are more likely to develop and maintain their business practices over time if they invest in green marketing techniques, use cutting-edge technologies, and give priority to environmental issues. In order to attain sustainability, MSMEs should include technology, marketing, and environmental initiatives into their fundamental business operations, according to the research. It is recommended that policymakers provide incentives, subsidies, and training programs to MSMEs in order to encourage the adoption of technology and green marketing. Support like this can encourage sustainable practices throughout the industry and close the digital divide. This study offers insightful information about the combined effects of environmental orientation, technology adoption, and green marketing on MSMEs in Indonesia's capacity for innovation and long-term viability of their businesses. It gives helpful suggestions for boosting MSMEs' sustainability and emphasizes the crucial role that innovation plays in converting these elements into sustainable business practices.

Sustainable Marketing Strategies: Aligning Brand Values with Consumer Demand for Environmental Responsibility

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

Comparative analyses of bacterial contamination and microbiome of broiler carcasses in wet market and industrial processing environments

The slaughtering environment is crucial for the food hygiene and safety of poultry products. Despite the global dominance of industrial processing, live bird slaughtering in wet markets persists due to cultural, religious, and economic reasons. This study aims to reveal the correlation between hygiene scales in wet markets and bacterial contamination levels on broiler carcasses, with a particular focus on pathobiont transmission risks and microbiome characteristics. Wet markets were categorized based on home-made ratings and the Hygiene and Biosecurity Assessment Tool (HABT). The study assessed total aerobic bacterial (TAB) levels, food spoilage and hygiene indicators (Pseudomonas and E. coli), foodborne pathogen Salmonella, and the microbiome of broiler carcasses, intestinal contents, and slaughtering facilities. Comparative analyses were conducted between market and industrial processing environments. TAB levels on broiler carcasses showed a significant negative correlation with hygiene scores, indicating that both HABT and home-made rating tools effectively assess and improve processing hygiene. Industrial processing consistently reduced bacterial contamination compared to wet markets. Although Salmonella spp. prevalence was lower in market-processed carcasses, the study identified significant cross-transmission of pathobionts and variations in bacterial composition with hygiene improvements. Notably, the microbiome analysis revealed overlaps in amplicon sequence variants (ASVs) between carcasses and contamination vectors, highlighting pathobiont transmission risks. The present study confirmed the scales of hygiene standards among wet markets reflect bacterial contamination on broiler carcasses. Enhancing slaughter practices to meet industrial hygiene standards is essential for reducing the transmission of foodborne pathogens and pathobionts, and improving food safety.

Pharmacists' Professional Satisfaction and Challenges: A Netnographic Analysis of Reddit and Facebook Discussions.

Pharmacists, essential healthcare providers, face significant challenges in professional satisfaction and well-being. This study investigates the factors influencing pharmacists' professional satisfaction, mainly focusing on workload, organizational support, job autonomy, work-life balance, and resilience against burnout. Data were collected from relevant online forums on Facebook and Reddit using a netnographic methodology. The data were anonymized and thematically coded to identify key themes from 23 conversation threads, primarily involving or concerning Romanian pharmacists. The analysis revealed several critical issues: widespread dissatisfaction with salaries, challenges in professional recognition, and the demanding nature of university education. Additional themes included economic and financial insights, global trends and technological impacts, personal experiences and satisfaction, professional growth and education, regulatory and market environment, and workplace dynamics. Findings indicate these factors significantly impact pharmacists' job satisfaction and overall well-being. The study concludes that addressing these issues through targeted interventions, such as policy reforms, educational updates, and enhanced organizational support, can improve the professional lives of pharmacists, thereby enhancing their contributions to healthcare outcomes.

Automated pricing and replenishment forecasting for vegetable items

Firstly, the thesis extensively analysed and processed the vegetable sales data of a fresh food superstore. It integrated the product information and sales data of each vegetable category, and carried out data cleaning and analysis through Excel tools, including sorting out the outliers, listing the sales volume of each of the six categories, using pivot tables for statistical analysis, and establishing line graphs, heat maps, scatter plots, and other visual displays of the data characteristics and correlations. Secondly, the thesis investigated the relationship between sales volume and pricing, fitted the correlation between total sales volume and pricing using a random forest regression model, and predicted the daily replenishment volume for the coming week using an LSTM time series model. It also fitted quantitative fitting formulas for metrics for each vegetable category, classified profits into normal sales volume profits and discounted sales volume profits, and ultimately maximised profits through dynamic programming models and particle swarm optimisation algorithms. Finally, the thesis considered the impact of other factors such as weather, holidays, seasons and market environment on sales volume with specific data collection and analyses that help guide better pricing strategies. The findings will contribute to a better understanding of vegetable sales behaviour and optimise superstore operational strategies.

HR-brand: features of formation and development

Relevance. The development of HR management stems from the need for organizations to attract and retain highly qualified employees in the competitive environment of the modern labor market. HR branding is a strategy based on the formation and support of a positive image of the company in the eyes of employees, as well as the company's commitment to the principles and values that bind employees and the organization. Positive evaluations of the organization's employees and their recommendations can attract new specialists and strengthen the company's reputation as a reliable and attractive employer.The purpose of the article is to study a special category of reputation and perception of the company – the HR brand.Objectives: to study the conditions for building an HR brand, its structure and key elements; to consider the history of the origin of the idea of HR branding; to assess the interest in creating a special reputation in the field of human resource management; to justify why it is impossible to build an EVP (employer's value proposition) without HR branding.Methodology. In the course of scientific research, empirical, theoretical, statistical methods and methods of graphical representation were used.Results: the theoretical aspects of building a company's HR brand were studied; the popularity of this topic in science and business was shown. A set of knowledge about the features of HR branding in the Russian and foreign markets has been formed and the prospects for the development of this area are shown. It shows why it is important to work on an HR brand and how to start forming a positive image of the company, its reputation and prestige.Conclusions. The article emphasizes the relevance and importance of the topic under consideration, taking into account the latest trends, prerequisites and prospects for new companies. The possibilities that open up for an employer when forming an original and popular HR brand are considered.

An Empirical Study on Asset Pricing Models Based on The Chinese A-Share Market

Based on the analysis of the A-share markets in Shanghai and Shenzhen Stock Exchange from 2000 to 2023, this paper systematically evaluates the applicability and explanatory power of the Capital Asset Pricing Model (CAPM), the Fama-French Three-Factor Model (FF3) and the Fama-French Five-Factor Model (FF5) in the Chinese market. The study finds that although CAPM has some explanatory power in the early stage, the three-factor and five-factor models can better explain the cross-sectional changes in stock returns as the market develops. In the descriptive statistics, each factor's volatility and correlation reveal the Chinese market's unique characteristics, such as the relative strength of small-cap and growth stocks. In the regression analysis, the results of the Fama-MacBeth regression showed that the significance and explanatory power of the market factor, size factor and value factor were different in different models. Further robustness analysis reveals the COVID-19's impact on the model's performance through the sub-period analysis. This paper provides a new perspective on understanding the asset pricing of China's A-share market and a theoretical basis for investors' investment decisions. It also points out the limitations of existing models in explaining emerging market equity returns. It suggests that future research can deeply explore the performance of more factors in different market environments.

Protectionism or let go? Evidence from IT investment in Chinese manufacturing firms

ABSTRACT From a global perspective, economic and trade disputes between countries are gradually increasing. Under the influence of the COVID-19 epidemic and war, the competition among the countries has become more intense. Lower trade barrier for economic cooperation or trade protection is becoming a concerned topic for governments and researchers around the world. This study uses the IT investment data from Chinese manufacturing enterprises from 2015 to 2022 to test the impact of international competition on technological development under environmental heterogeneity. The research results show that the external environment has an important impact on the technology performance of enterprises. After the COVID-19 epidemic, the IT investment performance of enterprises shows a “productivity paradox” situation. Further research shows that reducing tariffs and introducing international competition will be conducive to the development and utilization of IT by enterprises, which is supported in different market environments. This study verified that lowering trade barriers and introducing international competition to achieve win–win cooperation is still an important method for economic and firm development.

Sustainable financing solutions for the growth of resource-driven economies in the digital economy age

This study examines the effects of sustainable finance and digitalization on economic development in 15 resource-rich nations from 2000 to 2020, utilizing the ARDL-CCEMG technique. The results indicate that digitalization significantly boosts economic growth, with a 1% increase in ICT development leading to a 0.45% short-term and 0.32% long-term growth. Green finance positively impacts long-term growth, though short-term effects are minimal. Positive correlations are found between economic factors such as patent ownership, workforce size, investment, and fossil fuel consumption. The study highlights the need to expand and improve the green finance market to tackle sustainability challenges. Recommended strategies include enhancing green finance through digitalization, fostering sustainable development education, linking FDI to sustainability, improving fossil fuel efficiency via green technologies, and increasing private investment in renewable energy projects.