Effect of Greenwashing Advertisements on Organizational Image

Firms have an unfavourable effect on environmental problems that severely threatens the ecological balance. In this context, firms' responsibility must be heavy on environmental problems. In the last two decades an approach guiding firms' socially beneficial activity as well as profitably activity has emerged. Accordingly, many firms launched marketing campaigns in order to claim themselves environment friendly. But it is not possible to say all of these campaigns reflect the facts. Some firms conduct greenwashing campaigns, which means misleading activity in order to persuade external stakeholders and consumers to appear more environmentally friendly than they actually are. In this chapter, the authors explain the effect of greenwashing advertisements on organizational culture using findings of previous studies as evidence. Organizational image, greenwashing concepts, and factors that drive firms' greenwashing activities are explained and then the effect of green advertisements on organizational image is revealed through previous studies' findings.

The Role of the Educational System in Promoting Local Culture Within Rural Areas in Romania

The present chapter presents the results of a research developed within a series of rural schools in Romania (Prahova and Buzău County) regarding the role of the educational system in preserving the individuals' cultural identity and in promoting the local culture within the rural areas. Schools, be they urban or rural, are meant to contribute to capitalizing, reevaluating, and valuing the local cultural identity. The present analysis takes into account both the formal activities (included in the study programs or in the units of study planning: topics of discussion, study themes, optional courses, etc.) and non-formal events (traditional local festivals, school feasts, religious/folk celebrations, etc.) organized with the support of the local community projects, workshops conceived by the teachers in order to preserve the local culture and to make the young generation aware of their identity values.

Partnership of Rural Tourism and Organic Farming to Achieve Goals of Green Economy

Practice has shown that the best results in solving problems that burden rural areas give mechanisms which coordinate development of agriculture with other economic activities on the principles of sustainable development. Partnership in the development of rural tourism and organic agriculture represent a logical sequence of things. People today are aware of the complex problem of burdening the global food chain and natural resources with the remains of persistent pesticides, nitrates, and the worsening of organoleptic properties and nutrient-like food. The concept of organic farming insists on the natural balance of interests. For this reason, tourists who come to the rural areas expect that they will be able to consume organically produced healthy food. The chapter analyzes the concept of rural tourism and organic farming, their dynamic development in the world and in Serbia. It points out the importance of its connectivity to eliminate existing negative trends which burden life in rural areas and possibilities to implement the goals of the green economy.

Organic Markets, Participatory Guarantee Systems, and Community-Supported Agriculture for Sustainable Food Communities

Local and organic food is of global importance and benefits our health, community, and environment. Today, people come together and build a food community to access local and organic food directly from the farmers under a chain of trust. It is an amazing opportunity to support small farmers and reach fresh produce. Organic markets, participatory guarantee systems, farm shares or community supported agriculture, work exchange, and other co-operatives allow us to connect with one another and perpetuate social and ecological sustainability. This chapter analyzes these direct organic marketing mechanisms and community building ways towards green economy. It demonstrates these cultures and gives some best practices in the creation of sustainable food community networks around the world. The chapter concludes with emphasizing the significance on the sociality and locality, thus contributing to the long-term goal of sustainable development and resilience.

Advertising and Organization's Green Behavior

Following the development of marketing theory concerning the policies in general, promotional policy has known an impressive development. Today, the practice fields professionals operating with relatively sophisticated notions and concepts, which are fine-tuned and pragmatic in terms of results. For example, it is significant that concepts such as rating and market share have already entered into ordinary language, including being properly understood by consumers covered. Annually large amounts of money for advertising are spent; almost all large companies allocate non-negligible amounts for such purposes. The launch of new brands is accompanied by consistent advertising and promotional campaigns conducted on multiple levels to cater to potential consumers with tangible and intangible components associated with the various products, services, or brands.

The Evolution of the Feed Industry Towards Its “Sustainabilization”

Livestock production requires important amounts of resources, which are limited. Therefore, the feed industry is under pressure to combine food security and sustainability. Hence, it is going through an important process of remodeling (both in focus and in practice). The feed industry should make good use of this context as a way to evolve towards a more sustainable future, and constitute itself as a player in global sustainability efforts. The present chapter reviews the concept of quality (using meat products as model) and gives examples of how to modulate animal products healthiness/safety and reduce the environmental impact of the sector through animal feeding practices. Finally, it provides an overview of the main research areas and ongoing projects that the main global organizations involved in the feed sector are currently running in order to successfully overcome sustainability challenges.

Organisational Culture

Organizational culture is one of the determinants of a company's competitiveness, and consequently, realistic analysis of the link between these two elements can provide relevant information to optimize it and, on this basis, to increase the company performance. The direct implications of organizational culture are important in business efficiency. Increasing the quality of human resources, efficient exploitation of material resources, and financial mean the achievement of provisioned levels of turnover, market share, or value added. Organizational culture, through its forms and manifestations (symbols, rules of behavior, customs, ceremonies, history, prestige, and authority of managers and employees), influences and leads to a series of behaviors and attitudes so that employees can tap the full potential for achieving goals. Eliminating fear in an organization is an essential requirement, as it encourages people to take more risks, responsibilities, and initiatives. Remarkable results can be achieved if performance will be measured properly and if a direct reward is chosen.

Valuing Sustainability

Consumers' low awareness and negative attributions remain critical impediments to companies' attempts to reap the potential benefits of CSR. Addressing the gap of how and under which conditions what type of attributions arise and the role of stakeholder factors in CSR communication strategies, the aim of this chapter is to assess to what extent national culture influences the attributions that arise towards green advertising. Preceded by a pre-test, a survey was conducted in Colombia, The Netherlands and USA. With a total of 248 responses, a multiple regression analysis was performed to analyze the data. Results show main effects of national culture on the attribution of negative motives. Specifically, the cultural dimensions power distance and uncertainty avoidance have a negative effect on negative attributions. On the other hand, results indicated that positive attributions are not influenced by national culture. The research stresses the relevance of national culture as a stakeholder-factor, influencing the effectiveness of green advertising.

Approaches on Trends, Constraints, and Transformations of Romanian Organic Agrifood Market

In current economies, the organic agrifood markets have started to gain more proactive dimensions by volume, revenue, and demand. Analysing the trends, constraints, and transformations of Romanian organic agrifood market represents an actual research subject, which should be understood as a growing part of agricultural economics and marketing research. Starting from the general assumption that organic agrifood market represents a share of one percent and growing, the main aim of this chapter is to reveal the primary transformation and constraints from a multiperspective approach.

Ecological Responsibility and Sustainable Development as Preconditions for Development of the Concept of Circular Economy

Ethical and ecological responsibility represent the root of sustainable development taking into account intergenerational justice. Mass production and consumption have left negative effects on the environment. Disregarding ecological responsibility, production processes were mainly based on uncontrollable use of raw materials and non-renewable energy sources. Taking into account limitation of raw materials, economic and ecological disasters, a concept of resilience has been developed to make all elements of society flexible in terms of unwanted shocks. This chapter describes two conceptual economic models: linear and circular. The linear model is based on the principle “take, produce, consume, and throw,” meaning that usability of waste is reduced and that waste is simply thrown out after consumption. Circular economic model takes into account environmental responsibility, but it also makes companies more competitive. Waste is treated and processed adequately and used as raw material in production, thus increasing competitiveness. Waste that cannot be processed is disposed permanently.