- Title
- Strategies for marketing greenness: A case study of an architectural design firm in China
- Creator
- Song-Turner, Helen; Courvisanos, Jerry; Zeegers, Margaret
- Date
- 2012
- Type
- Text; Journal article
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/63005
- Identifier
- vital:6462
- Identifier
- ISSN:
- Abstract
- This paper is based on a case study conducted in China on green perception and motivation as well as green marketing strategy and practices of an architectural design firm. The study is set in the context of growing emphasis on environmental protection and building energy efficiency investment and the implementation principles of sustainable development in China. Drawing on the literature on firms’ motivation to go green and characteristics of firms which are instrumental in inducing firm’s green initiatives, this paper selected an architectural design firm to investigate whether all of some of those drivers as identified from literature are relevant to green initiatives decision making. Findings from this case indicate that while motivations identified from the literature contribute to the firm’s greening commitment, it is the top management’s knowledge, leadership and vision that are the decisive driving forces. In addition, the research has found that traditional Chinese culture also plays an influential role in the firm’s greening behaviors. Results further suggest that green building is still in an early adopter period. Problems and implications for green marketing practices are also discussed.; C1
- Relation
- World Journal of Social Sciences Vol. 2, no. 7 (2012), p. 79-94
- Rights
- Unknown copyright
- Rights
- This metadata is freely available under a CCO license
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