Роль екологічних інновацій у вдосконаленні процесу впровадження екологічного маркетингу
DOI:
https://doi.org/10.26661/2522-1566/2020-1/11-07Ключові слова:
екологічна ефективність маркетингу, екологічні інновації, екологічний маркетинг, стійкістьАнотація
Дане дослідження сприяє покращенню маркетингових показників малих та середніх підприємств легкої промисловості, які піклуються про стійкість екосистеми шляхом впровадження екологічних інновацій та екологічного маркетингу. У статті розглядаються результати дослідження взаємозв'язку між маркетингом та готовністю підтримувати екологічно чисте виробництво серед дрібних виробників «батиків» (індонезійський традиційний одяг) у Центральній Яві. Дослідження було проведено на малих і середніх підприємствах з вироблення батиків природного кольору у центральній Яві, загальною вибіркою з 120 респондентів, залучених за допомогою випадкового відбору проб для перевірки взаємозв'язку між змінними, які були розроблені в цьому дослідженні, за допомогою моделювання SEM-PLS. Отримані результати свідчать про те, що ефективність екологічного маркетингу може бути підвищена за рахунок екологічних інновацій через впровадження змінних екологічного маркетингу. Дослідження виявило, що оператори з більш високими показниками маркетингової діяльності, які вимірюються зростанням споживачів, часткою ринку та обсягом продажів, готові були замінити синтетичні барвники на більш екологічні природні барвники, хоча ціна батикових виробів була дорожчою. Досліджені шляхи підвищення ефективності зеленого маркетингу, зможе заохотити батикові МСП, які використовують синтетичні барвники, перейти на природні барвники, щоб зменшити забруднення навколишнього середовища та захистити глобальний світ від деградації за рахунок сталого споживання та виробництва.
JEL Classification: Z1, K3, L5, L8
Посилання
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2020-04-20
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Harini, C. (2020) “Роль екологічних інновацій у вдосконаленні процесу впровадження екологічного маркетингу”, Менеджмент та підприємництво: тренди розвитку, 1(11), pp. 98–112. doi:10.26661/2522-1566/2020-1/11-07.
