05/31/2022
By Debra Lee Surface
Doctoral Candidate: Debra Lee Surface
Proposal Defense Date: June 13, 2022
Time: 11 a.m. – 1 p.m.
Location: https://uml.zoom.us/j/91000799650
Dissertation Committee Members:
Tao Gao, Ph.D., Associate Professor of Marketing, Department of Marketing, Entrepreneurship, and Innovation, University of Massachusetts Lowell (Co-Chair)
M. Berk Talay, Ph.D., Professor of Marketing, Department of Marketing, Entrepreneurship, and Innovation, University of Massachusetts Lowell (Co-Chair)
Mark Yi-Cheon Yim, Ph.D., Associate Professor of Marketing, Department of Marketing, Entrepreneurship, and Innovation, University of Massachusetts Lowell
Billur Akdeniz, Ph.D., Associate Professor of Marketing, Peter T. Paul College of Business and Economics, University of New Hampshire
Abstract:
Social, political, environmental, and economic challenges are at the forefront of global society. Global warming and the intention to reduce the world’s carbon footprint have brought to light the responsibility of firms to alter consumption patterns. It was projected that by 2012, almost a third of Fortune 500 corporations had adopted a corporate social responsibility executive position (Kiron et al., 2012; Gupta et al, 2018). Additionally, companies are paying more attention to green new product development (Chen 2010; Chen & Chang, 2012). Producing less waste and conserving energy, products termed as eco-friendly, sustainable, or green, have less of an impact on the environment. Green marketing encompassing all behaviors that are developed to stimulate and sustain the environmentally friendly attitudes and behaviors of consumers (Jain & Kaur, 2004; Chen, 2010), environmental concern can be an effective attribute that represents a person’s worries and compassion about the environment (Lee 2009; Alzubaidi, 2021, p. 687). Inclusive of three essays, firm level green marketing strategies as a source for competitive advantage and consumer discernment are investigated.