Mark R. Gleim

Spanning the gap: an examination of the factors leading to the green gap

Purpose – This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the environment; however, only a select few mirror their intentions with actual green behaviors. Design/methodology/approach – A critical incident technique is utilized in the first study, followed by a quantitative study analyzed via cluster analysis for the second study. Findings – Results suggest the green gap exists for several reasons, of which price is most commonly noted. However, factors such as poor perceptions of quality, lack of green product availability and brand loyalty to conventional products appear to be important issues leading to the gap as well. Additionally, the type of product sought for purchase appears to impact the prevalence of the green gap. Research limitations/implications – Future research should seek to extend the present study by monitoring actual usage rather than intentions, as well as an examin...

The impact of RFID on service organizations: a service profit chain perspective

Purpose – The purpose of this paper is to examine the effect of radio frequency identification (RFID) implementation on service performance.Design/methodology/approach – This study utilizes a case study methodology to explain the impact of RFID on performance. The service profit chain is used as the overarching framework to facilitate the discussion. Qualitative methods in the form of in‐depth interviews, observation, and participation are employed for the collection of data.Findings – The results in the paper indicate that RFID implementation has a significant impact on the consumer components (quality, value, satisfaction, and financials) of the service profit chain. The implementation also has an effect on the technical aspects of internal operations (internal quality and productivity) but is limited in how it affects the employee components (satisfaction, capability, and loyalty).Research limitations/implications – The paper denotes the potential impact on performance of RFID implementation through th...

Using an Old Dog for New Tricks A Regulatory Focus Perspective on Consumer Acceptance of RFID Applications

Research on radio frequency identification (RFID) applications has grown significantly as the technology can potentially improve organizational performance and enable new business models. However, actual implementation has been slow to transition from back office operations to front office applications, as many customers have demonstrated concern about the invasion of personal privacy and/or the improper utilization of information. This research aims to explore the customer acceptance issue by examining the factors that potentially enable and inhibit the utilization of RFID-enabled systems. To accomplish this goal, we conducted three studies using information from over 800 consumers, while employing three different methodologies. Results indicate potential usage of RFID systems can be positively impacted by the perceived usefulness (PU) of the technology, while privacy concerns have a negative impact. In particular, the positive impact of PU appears to weigh more heavily on consumers than the negative impact of privacy concerns. Additionally, there are differences in privacy concerns, technology attitudes, and purchase intentions based on how the system is labeled, along with the nature of the privacy statement. Accordingly, firms need to be specific in their privacy statements as this practice yields higher customer purchase intentions. From a managerial perspective, it is imperative that companies present a clear message to customers as to how RFID can benefit them while also being clear and concise about how any information associated with the technology will be used in an ethical manner.

An Examination of Cultural Influences in Green Environmental Behaviour in India and the United States

Environmental issues is on the forefront in many discussions from both business and consumer perspectives. However, not everyone is pursuing pro-environmental sustainable behaviors. This research contributes to the literature by investigating some cultural antecedents of environmental concerns and pro-environmental behavior in two different, somewhat dichotomous cultures. Our proposed model suggests that cultural differences measured at the individual level influence consumer’s environmental concerns and subsequently their pro-environmental sustainable behaviors. We empirically examined our model within a rich cross-cultural context using samples from India and the United States. When examined at the macro-cultural level, Individualism and collectivism are considered at the opposite ends of one continuum. However, at the individual level, existing research suggest that individualism and collectivism represent separate dimensions. That is, both exist within the same culture and the same individual can exhibit both values at the same time across different situations. Consistent with such conceptualization, our findings show that at the individual level and for this type of perceptions and behaviors both individualism and collectivism are strongly related to green consciousness. Results show a negative strong influence for individualism on environmental consciousness while we find strong positive influence for collectivism on environmental consciousness across the two countries. With regard to harmony and mastery, our results show that while harmony was a strong and significant predictor of environmental consciousness in the United States and India, mastery did not significantly influence environmental consciousness in both countries. Such findings suggest that overall cultural influences and motivates people in different ways in different cultures depending on the type or the context of behavior. Results suggest that while the United States in general is a society that is driven more by mastery orientation, our results suggest that at the individual level, individuals might be driven by different orientations depending on the context of decision and consumption. Finally, our results show that environmental consciousness was positively related to both green consumerism behavior and active ecological behavior. From a theoretical perspective, we investigated the role that cultural factors influence consumer environmental concerns and behaviors. More importantly, while previous research focused on such differences at the country level we investigated such issues at the individual consumer level. Our findings are interesting and suggest the importance of examining such cultural factors at the individual level rather than just at the country level as well as signal the importance of examining the different role that such cultural factors play across different consumption contexts. Even for consumers in developing countries, like the United States, that are categorized as individualistic and mastery oriented societies are capable of being influenced by collectivism and harmony orientation at the individual level and within some contexts (e.g., environmental issues).

Don’t Copy off Your Neighbor: Examining the Role of Fit and Green Marketing Strategies

The evolution of the marketing perspective made it essential for firms wanting to differentiate themselves in the marketplace to offer a unique product. Whereas simply producing a quality made product sufficed in the past, consumers’ are increasingly clamoring for products with social or environmental appeal (Handelman and Arnold 1999). As such, firms are engaging in corporate social responsibility (CSR) strategies at an increasing rate. In particular, sustainability efforts are increasing in order to meet regulatory and consumer standards. Firms are not only producing green products, they are also enacting sustainability-oriented strategies to help “green the firm.” In fact, a recent study by MIT Sloan Management Review and the Boston Consulting Group finds that 70 percent of managers surveyed expect to increase their investments in sustainability efforts in 2011. Although organizations are enacting green1 marketing strategies at a soaring rate, an examination of consumer perceptions of the fit between the strategies enacted, and consumer beliefs regarding those actions, is lacking in the literature.