Responsibility and Sustainability

Editorial

José Luis Vázquez Burguete — 2023-06-09

Editorial

The green profiles of the centennial generation of Mexico and Argentina

Enrique Carlos Bianchi — 2023-06-09

This study analyzes Green profiles in Generation Z or "Centennials" in two locations in Argentina and Mexico. The data was collected using the methodology developed by Kantar World Panel in 2010 to

measure consumer profiles in Latin America in its report called "Green Thermometer". A total of 588 responses were analyzed on 17 habits, opinions and attitudes related to environmental protection, rational use of resources such as water or electricity, environmental awareness, among other aspects. Six market segments or Green profiles were identified: 360° Green, Green Society, Green Shopper, Green Pocket, Dream Green and Zero Green. The results show that the Mexican Green Centennials segment profiles are more Green, Dream and Pocket and less Society and Shopper than the Argentines with some significant differences in both countries with respect to gender, age, activity, consumption habits and future aspirations. In conclusion, Generation Z in Argentina and Mexico is increasingly concerned about sustainability and this influences their purchasing decisions, which will serve as a guide for companies and marketers when promoting this type of initiatives.

Segmentation of young university students according to their environmental consciousness. A Spain and Mexico cross-cultural analysis

Antonio Chamorro Mera — 2023-06-09

The deterioration of the environment is a scientific fact that has been playing an increasingly important role in political and corporate agendas since the 1970s. We need to move to an economic model that encourage responsible consumption and the purchase of green products, growing the green consumer segment. If these strategies are to be effective, we need to understand more about consumer behaviour. Among the whole population, young university students are important because they will play the leading roles in politics and business. Through a sample of 420 Mexican students and 404 Spanish students, a survey has been conducted to describe their level of environmental consciousness. Three different segments have been identified in each country. Important similarities between the two countries can be identified, but also some differences. The results of this study can serve as a guide to design effective marketing strategies for companies and governmental organizations.

Concept of strategy in the public sector: a study of the perception of public servants

Fabio Yoshio Suguri Motoki — 2023-06-09

This study verifies public servants’ perceptions of concepts of the strategy used in the public sector. A total of 804 public servants answered an electronic questionnaire containing 19 concepts associated with public strategy. Using Exploratory Factor Analysis (EFA), the concepts were grouped into three latent conceptual views of public strategy, namely, ‘stakeholder negotiations,’ ‘performance improvement,’ and ‘public commitments’ factors. Thus, this study offers three new conceptual approaches to strategy that can help actors in the public sphere better understand how they can sponsor, contribute, or influence collaborative strategies within their sector.

Green marketing: a case study of the outdoor apparel brand Patagonia

Manuela Guerreiro — 2023-06-25

This case study will examine the main aspects of a Green Marketing strategy and give a concrete example of the outdoor retailer brand Patagonia. First of all, the relation of companies towards sustainability and the brand Patagonia will be introduced. Afterwards, the evolution of fast fashion and its change towards sustainability will be discussed. A short literature review will outline different definitions of Green Marketing. Subsequently, the Green Marketing strategy of Patagonia and two of its campaigns will be presented. Lastly, the discussion and conclusion will follow.

The mediator and moderator role of controlled behavior and decision-power in the relationship between ecologically correct behavior and pro-evironmental behavior

Nádia Fabrícia de Souza Marinho — 2023-08-03

The objective of this research was to identify the mediating and moderating roles of controlled behavior and decision-making power in the relationship between ecologically correct behavior and pro-environmental behavior. The research was quantitative, descriptive, with primary data, and a questionnaire on a Likert scale from 1 to 5. The findings reveal that despite confirming a significant relationship between ecologically correct behavior and land administration, social environmentalism and environmental citizenship (pro environment), controlled behavior and decision-making power neither mediate nor moderate this relationship. The sample consisted of residents of the Brazilian Amazon region, which concentrates most of the discussions on environmental policy in Brazil and worldwide. The regional aspect of the sample reinforces the significance of the object of study of this research. Especially when one notices that, in this region, ecological awareness actually affects pro-environmental behavior.

PLAYMOBIL® WILTOPIA: “Know It, Love It, Protect It”

José Luis Vázquez García — 2023-09-03

The Horst Brandstätter Group is a leading company with a broad experience in the toy industry, whose best-known products are commercialised under the PLAYMOBIL® brand. Sustainability is one of the principles that characterise a business model focused on knowing and satisfying the consumer through constant innovation. The launch in 2022 or the PLAYMOBIL®
Wiltopia product line is among the actions that demonstrate this commitment to sustainability. These products are made from recycled materials, combining play and fun with learning about caring for animals, nature and the environment. The purpose
of this descriptive case study is to show how this action (the introduction of new references, which are widely accepted and have already been awarded), are an example of how to modify a product portfolio to make it more sustainable, while it is also a demonstration of how quality can be maintained (or improved) at a similar price, thus spreading the message that sustainability does not have to be more expensive or, if so, committed companies can assume the associated extra cost.

The academic industry: the university under the empire of global technocracy (Editorial TESEO, 2021)

Luigi Pisoni — 2023-09-28

Book review