Purpose This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature. Design/methodology/approach This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature. Findings In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour. Research limitations/implications This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation. Practical implications Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention. Social implications This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC. Originality/value This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders. (SC Furthermore gaps Designmethodologyapproach Design methodology approach 10 highranked high ranked journals cocitation co citation analyses theories CSR (CSR effectiveness advertising consumption Additionally reactions prosustainable pro behaviour limitationsimplications limitations so investigation attention decisionmakers decision makers essence Originalityvalue Originality stakeholders 1

Abstract This study aims to identify the differences between green marketing initiatives and greenwashing, as well as their implications for companies’ social and environmental development practices. It relies on data from Banco do Brasil S.A. and Natura & Co. A qualitative, descriptive and multiple case study was employed, involving an analysis of documents such as annual reports and other publicly available information on the companies’ websites. The documentary analysis was guided by the checklist developed from the theoretical review. The research findings indicate that both organisations analysed adhere to ethical principles when communicating their sustainability efforts in environmental and social dimensions, thus aligning with the green marketing model advocated in scientific literature and distancing them from the representation of greenwashing. Banco do Brasil and Natura & Co., as evidenced in reports available on their websites, demonstrate genuine actions and support projects in both social and environmental domains. Communication with the market and stakeholders includes verifiable details, sources, and documents, establishing credibility and affirming that the reported actions were indeed implemented. Consequently, it is possible to infer that the practices observed align with green marketing rather than greenwashing.

Resumo Este estudo tem como objetivo identificar as diferenças entre as ações de marketing verde e de tendência ao greenwashing, bem como suas implicações para as práticas de desenvolvimento socioambiental das empresas, com base em dados do Banco do Brasil S.A. e Natura & Co. Utilizou-se uma pesquisa qualitativa, descritiva e estudo de caso múltiplo, realizado com análise de documentos, como relatórios anuais, além de outras informações disponíveis aos consumidores pelas duas empresas em seus sites. A análise documental foi orientada pela check-list construída a partir da revisão teórica. A pesquisa evidenciou que as duas organizações analisadas seguem princípios éticos na publicização de suas ações no âmbito da sustentabilidade, nas dimensões ambiental e social, configurando desta forma o modelo de marketing verde, preconizado na literatura científica, distanciando-se da tipificação de greenwashing. Tanto o Banco do Brasil como a Natura & Co. demonstram, por meio de relatórios disponibilizados em seus sites, a realização de ações e apoio a projetos, tanto sociais, como ambientais, que, ao serem objeto de comunicação ao mercado e stakeholders, evidenciam características de veracidade, com indicação de fontes e documentos que comprovam a efetiva execução de ações citadas. Destarte, é possível inferir que se trata de marketing verde e não greenwashing.

Abstract The doses of paclobutrazol that reduce the height of the flower stem or modify the visual appearance may be different for each cultivar. In this research, the effect of eight paclobutrazol concentrations on stem height, visual appearance, anthesis period, and biomass distribution of Asiatic Lilium cv. Litouwen was evaluated. Eighteen bulbs were immersed for 24 h in 5 L of the following solutions: 0 (control), 2.5, 5, 10, 20, 40, 100, 200 mg L-1 of paclobutrazol. After some time, three bulbs were planted in pots with 2.5 L of tezontle and randomly distributed inside a greenhouse. During the 2022 crop cycle, the moisture of the substrate was maintained with a Steiner solution. Results were processed with analysis of variance and Tukey’s mean comparison tests (p≤ 0.05). The height of the flower stems was 61.5, 56.6, 43.4, 29.1, 18.4, and 14.1 cm with 0 or 2.5, 5 or 10, 20, 40, 100, and 200 mg L-1 of paclobutrazol, respectively. Leaf number and leaf area decreased, but stem diameter, greenness index, dry root biomass, flower buds, time to flowering and anthesis period increased from 40 mg L-1. In Lilium ‘Litouwen’, doses of 40 or 100 mg L-1 of paclobutrazol are required to obtain compact plants with intense green foliage and striking flower buds, which would help their marketing as pot plants.

Resumen Las dosis de paclobutrazol que reducen la altura del tallo floral o modifican el aspecto visual pueden ser distintas para cada cultivar. En esta investigación se evaluó el efecto de ocho concentraciones de paclobutrazol en la altura del tallo, aspecto visual, periodo de antesis y distribución de biomasa de Lilium asiático cv. Litouwen. Dieciocho bulbos fueron sumergidos por 24 h en 5 L de las siguientes soluciones: 0 (control), 2.5, 5, 10, 20, 40, 100, 200 mg L-1 de paclobutrazol. Transcurrido el tiempo, tres bulbos se plantaron en macetas con 2.5 L de tezontle y se distribuyeron al azar en el interior de un invernadero. Durante el ciclo del cultivo, de 2022, la humedad del sustrato se mantuvo con solución Steiner. Los resultados se procesaron con análisis de varianza y pruebas de comparación de medias (Tukey, p≤ 0.05). La altura de los tallos florales fue de 61.5, 56.6, 43.4, 29.1, 18.4 y 14.1 cm con 0 o 2.5, 5 o 10, 20, 40, 100 y 200 mg L-1 de paclobutrazol respectivamente. El número de hojas y el área foliar disminuyeron, pero el diámetro del tallo, índice de verdor, biomasa seca de raíces, botones florales, tiempo a la floración y periodo de antesis se incrementaron a partir de 40 mg L-1. En Lilium ‘Litouwen’ se requieren dosis de 40 o 100 mg L-1 de paclobutrazol para obtener plantas compactas con follaje verde intenso y botones florales llamativos, lo que ayudaría a su comercialización como plantas de maceta.

Abstract This paper discusses green marketing practices in the field of tourism and hospitality and aims to discuss the presence, effectiveness and results arising from these practices in three resorts on the coast of the State of Santa Catarina. For the development of the exploratory-descriptive qualitative research, the multiple case study method was adopted, with five in-depth interviews supported by documentation as data collection instruments. For the analysis of the cases, the technique of theoretical propositions and cross-analysis (Yin, 2015) supported the discussion of the results. The observed scenario allowed identifying the occurrence of competitive advantage through green marketing practices and green value propositions present in the positioning of the investigated organizations, indicating alignment between its application and consumer behavior in tourism. Despite this, it was verified that the green brand and the use of labels and certifications in communication materials are not considered strategic assets capable of influencing consumption decisions. Thus, this article proposes to stimulate researchers and instigate managers about the presence of green marketing in the market decisions among means of accommodation. Catarina exploratorydescriptive exploratory descriptive research adopted indepth depth instruments cases crossanalysis cross Yin, Yin (Yin 2015 organizations Thus accommodation 201 20 2

Resumo Este artigo discorre sobre práticas de green marketing no âmbito do turismo e hospitalidade e tem como objetivo discutir a presença, a efetivação e os resultados advindos dessas práticas em três resorts do litoral do Estado de Santa Catarina. Para o desenvolvimento da pesquisa qualitativa exploratória-descritiva, foi adotado o método de estudo de casos múltiplos contando com cinco entrevistas em profundidade apoiadas por documentação como instrumentos de coleta de dados. Para análise dos casos, a técnica de proposições teóricas e análises cruzadas (Yin, 2015) embasou a discussão dos resultados. O cenário observado permitiu identificar a ocorrência de vantagem competitiva para as organizações investigadas por meio de práticas de green marketing e proposições de valor verde presentes em seus posicionamentos, indicando alinhamento entre sua aplicação e o comportamento do consumidor no turismo. Apesar disso, observou-se que a marca verde e a utilização de selos e certificações na comunicação de marketing não podem ser considerados ativos estratégicos capazes de influenciar decisões de consumo. Assim, o presente artigo propõe estimular pesquisadores e instigar gestores sobre a presença do green marketing em decisões mercadológicas de meios de hospedagem. Catarina exploratóriadescritiva, exploratóriadescritiva exploratória descritiva, descritiva exploratória-descritiva dados Yin, Yin (Yin 2015 posicionamentos disso observouse observou se consumo Assim hospedagem 201 20 2

Resumen Este artículo analiza las prácticas de green marketing en el campo del turismo y la hospitalidad y tiene como objetivo discutir la presencia, la eficacia y los resultados derivados de estas prácticas en tres balnearios en la costa del Estado de Santa Catarina. Para el desarrollo de la investigación cualitativa exploratoria-descriptiva, se adoptó el método de estudio de casos múltiples, con cinco entrevistas en profundidad apoyadas en documentación como instrumentos de recolección de datos. Para el análisis de los casos, la técnica de proposiciones teóricas y análisis cruzado (Yin, 2015) apoyó la discusión de los resultados. El escenario observado permitió identificar la ocurrencia de ventaja competitiva a través de prácticas de green marketing y propuestas de valor verdes presentes en el posicionamiento de las organizaciones investigadas, indicando la alineación entre su aplicación y el comportamiento del consumidor en turismo. A pesar de ello, se identificó que la marca verde y el uso de etiquetas y certificaciones en las actividades de comunicación y posicionamiento no son considerados activos estratégicos capaces de influir en las decisiones de consumo. Así, este artículo se propone estimular a los investigadores e instigar a los gestores sobre la presencia del green marketing en las decisiones de marketing de los medios de alojamiento. Catarina exploratoriadescriptiva, exploratoriadescriptiva exploratoria descriptiva, descriptiva exploratoria-descriptiva múltiples datos Yin, Yin (Yin 2015 investigadas ello consumo Así alojamiento 201 20 2

Abstract Dieffenbachia sp. is one of the most used plants in pots for decoration. There is little technical information about its production. The appropriate use of fertilizers and balanced fertilization is one of the main production factors that help in the rapid development of plants and their technical and economic aspects. Taking into account the need to carry out more studies related to the nutrition of the species, this work aimed to evaluate the use of mineral fertilizers (conventional or controlled release), organic or organomineral in the production of Dieffenbachia sp. in pots. The experiment was conducted for one year, under a 70% shade cloth, in a completely randomized design, with seven treatments and six replications. The treatments consisted of the following fertilizers: CT (Control - without fertilizer); MF (Mineral - 10-10-10), CRF (Controlled release mineral - 14-14-14), PCRF (Partially controlled release mineral - 15-05-28), MFMi (Mineral with micronutrients - 12-05-18), OM (Organomineral - 08-05-23) and O (Organic). The variables measured in the experiment consisted of measuring the plant‘s vertical height, leaf width and determining the chlorophyll index (IC) a and b. Only the three-month controlled release fertilizer (CRF) provided gains in growth and green color (chlorophyll index) in Dieffenbachia sp., grown in pots, compared to the absence of fertilization (CT). The three-month controlled release fertilizer (CRF) was the treatment that obtained the best values, impacting the production of Dieffenbachia sp., both in aspects relating to plant height and color, attributes that increase the value of the product at the time of marketing. sp decoration species conventional release, , release) year 70 cloth design replications Control fertilizer) Mineral 101010, 101010 10 10-10-10) Controlled 141414, 141414 14 14-14-14) Partially 150528, 150528 15 05 28 15-05-28) 120518, 120518 12 18 12-05-18) Organomineral 080523 08 23 08-05-23 Organic. Organic . (Organic) s IC (IC b threemonth three month (CRF CT. (CT) values marketing 7 10101 1 10-10-10 14141 14-14-14 15052 0 2 15-05-28 12051 12-05-18 08052 08-05-2 (Organic (CT 1010 10-10-1 1414 14-14-1 1505 15-05-2 1205 12-05-1 0805 08-05- 101 10-10- 141 14-14- 150 15-05- 120 12-05- 080 08-05 10-10 14-14 15-05 12-05 08-0 10-1 14-1 15-0 12-0 08- 10- 14- 15- 12-

Resumo A Dieffenbachia sp. é uma das plantas mais utilizadas em vasos na decoração. Existem poucas informações técnicas sobre sua produção. O uso adequado de fertilizantes e adubações balanceadas é um dos principais fatores de produção que auxiliam no rápido desenvolvimento das plantas e seus aspectos técnicos e econômicos. Levando em consideração a necessidade da realização de mais estudos relacionados à nutrição da espécie, este trabalho teve como objetivo avaliar o uso de fertilizantes minerais (de liberação convencional ou controlada), orgânicos ou organominerais na produção de comigo-ninguém-pode em vasos. O experimento foi conduzido durante um ano, sob tela de sombreamento de 70%, em delineamento inteiramente casualizado, com sete tratamentos e seis repetições. Os tratamentos foram constituídos pelos seguintes fertilizantes: CT (Controle - sem adubo); FM (Mineral - 10-10-10), FLC (Mineral de liberação controlada - 14-14-14), FLPC (Mineral liberação parcialmente controlada - 15-05-28), FMMi (Mineral com micronutrientes - 12-05-18), OM (Organomineral - 08-05-23) e O (Orgânico). As variáveis medidas no experimento consistiam na medição da altura vertical da planta, largura da folha e determinação do índice de clorofila (IC) a e b. Apenas o fertilizante de liberação controlada de três meses (FLC) proporcionou ganhos de crescimento e coloração verde (índice de clorofila) na Dieffenbachia sp., cultivada em vasos, em relação à ausência de adubação (CT). O fertilizante de liberação controlada de três meses (FLC) foi o tratamento que obteve os melhores valores, impactando na produção de Dieffenbachia sp., tanto em aspectos referentes a altura das plantas, quanto na coloração, atributos que aumentam o valor do produto no momento da comercialização. sp decoração econômicos espécie controlada, , controlada) comigoninguémpode comigo ninguém pode ano 70 70% casualizado repetições Controle adubo adubo) Mineral 101010, 101010 10 10-10-10) 141414, 141414 14 14-14-14) 150528, 150528 15 05 28 15-05-28) 120518, 120518 12 18 12-05-18) Organomineral 080523 08 23 08-05-23 Orgânico. Orgânico . (Orgânico) planta IC (IC b (FLC CT. (CT) valores comercialização 7 10101 1 10-10-10 14141 14-14-14 15052 0 2 15-05-28 12051 12-05-18 08052 08-05-2 (Orgânico (CT 1010 10-10-1 1414 14-14-1 1505 15-05-2 1205 12-05-1 0805 08-05- 101 10-10- 141 14-14- 150 15-05- 120 12-05- 080 08-05 10-10 14-14 15-05 12-05 08-0 10-1 14-1 15-0 12-0 08- 10- 14- 15- 12-

PURPOSE OF THE STUDY: Despite growing concerns about environmental problems and the growth in sustainable consumption globally, the African continent is arguably lagging behind when it comes to green consumption. Due to the dearth of literature on the green buying behaviour of African millennials, little is known about the drivers of the green buying behaviour of this cohort. Thus, the purpose of this study is to propose and test a hypothetic model delineating the drivers of the green buying behaviour of millennials in South Africa. DESIGN/METHODOLOGY/APPROACH: The study was underpinned by a positivist paradigm and a quantitative approach was implemented. A cross-sectional design, in which data from 324 valid responses was collected using a structured online survey from QuestionPro, was employed. Structural equation modelling (SEM) using IBM SPSS Amos 26 was used for data analysis and hypothesis testing. FINDINGS: The findings revealed that social influence, product knowledge and behavioural intention had a positive and significant influence on green buying behaviour and that environmental attitude, social influence, product knowledge and perceived price had a positive and significant influence on behavioural intention. RECOMMENDATIONS/VALUE: By presenting insights from an understudied consumer cohort, namely, millennials in an emerging African economy, this study contributes to the body of literature that informs the understanding of green purchasing behaviour. MANAGERIAL IMPLICATIONS: The study has practical implications for a consumer segment that has not been adequately explored in South Africa. Marketing managers are presented with an opportunity to tap into a lucrative market, namely, the millennials. This means that marketing managers should not only make green products available on store shelves in critical masses but should also invest in developing customised marketing communication strategies to create more awareness of these products. JEL CLASSIFICATION: M31

PURPOSE OF THE STUDY: Customers may perform a vital role in assisting fellow customers to purchase green products. Accordingly, this study provides novel insight into factors that may affect customer' continued green helping behaviour directed towards fellow customers, who did not follow their initial recommendations about green purchasing. DESIGN/METHODOLOGY/APPROACH: Guided by attribution theory and biological psychology research, a quantitative regression model was explored, addressing the sequential relationships between controllability, anger, and continued green helping behaviour, as well as the moderating role of sympathy. External values were examined as a control variable. An online survey was conducted among a purposive sample, comprising 452 customers who had made a green purchase in the preceding twelve months and had assisted other customers with green purchasing. FINDINGS: The research findings evidence that while customer emotions are relevant, decisions to engage in continued green helping behaviours are more likely motivated by perceptions that fellow customers have control over their purchase decisions and customer helpers' external values. RECOMMENDATIONS/VALUE: The study advances knowledge of the application of the attribution theory in relation to affecting continued green helping behaviour. Novel insight is obtained into the interrelationships between selected factors affecting customers' intentions to continue helping fellow customers who did not previously apply their advice. MANAGERIAL IMPLICATIONS: The study provides guidance into the important role customers could play in assisting fellow customers to engage in green purchasing behaviour and the extent to which marketers may be able to influence these behaviours. JEL CLASSIFICATION: M31

Resumo: A agricultura familiar agroecológica no Uruguai tem uma história de mais de trinta anos e é cada vez mais reconhecida como uma opção válida para a transformação do sistema alimentar. No entanto, não estão disponíveis informações básicas e abrangentes sobre o sector. As informações coletadas pela Rede de Agroecologia do Uruguai para os anos de 2020 e 2021 foram sistematizadas, sendo esta organização a única que certifica para o mercado interno, por meio de um Sistema de Garantia Participativa. Os resultados obtidos permitem definir vários aspectos do setor. O número de propriedades certificadas aumentou 120% entre 2012 e 2021. A venda de alimentos orgânicos, principalmente hortaliças, atingiu US$ 6,4 milhões em 2021 e cresceu 2,1 vezes entre 2012 e 2021. 92% dos imóveis são familiares. A participação das mulheres na propriedade das explorações agrícolas é de 42%, superior à média nacional. A produção está distribuída em 111 espécies diferentes. 75% das fazendas produzem suas próprias sementes e 87% possuem áreas silvestres para conservação. As práticas de manejo do solo mais comuns são o uso de adubos verdes, rotação de culturas, uso de composto e biofertilizantes. Os canais de venda direta ao consumidor são os mais utilizados. Pela primeira vez, são apresentadas informações abrangentes representativas do mercado interno de alimentos orgânicos no país. Espera-se que essas contribuições sejam úteis para compreender os processos de transição na agroecologia e subsidiar a definição das agendas dos diversos atores ligados à agroecologia.

Abstract: Agroecological family farming in Uruguay has a background of over thirty years and is increasingly recognized as a valid option for the transformation of the food system. However, basic and comprehensive information on the sector is not available. The information collected by the Agroecology Network of Uruguay in 2020 and 2021 was systematized, being this organization the only one that certifies for the domestic market, through a Participatory Guarantee System. The results obtained allow defining several aspects of the sector. The number of certified properties increased 120% between 2012 and 2021. The sale of organic food, mainly vegetables, reached USD 6.4 million in 2021 and grew 2.1 times between 2012 and 2021. Ninety-two percent of the properties are family-owned. Women's participation in the ownership of farms is 42%, which is higher than the national average. Production is distributed among 111 different species. Seventy-five percent of the farms produce their own seeds and 87% have wild areas for conservation. The most common soil management practices are the use of green manures, crop rotation, and the use of compost and biofertilizers. Direct-to-consumer sales channels are mostly used. For the first time, comprehensive information representative of the domestic market for organic food in the country is presented. Hopefully, these contributions will be useful in understanding the transition processes in agroecology, and in order to support the definition of the agendas of various actors linked to agroecology.

Resumen: La agricultura familiar agroecológica en Uruguay tiene una trayectoria de más de treinta años y es crecientemente reconocida como una opción válida de transformación del sistema alimentario. Sin embargo, no se dispone de información básica e integral del sector. Se sistematizó la información recabada por la Red de Agroecología del Uruguay para los años 2020 y 2021, siendo esta organización la única que certifica para el mercado interno mediante un Sistema Participativo de Garantía. Los resultados obtenidos permiten definir varios aspectos del sector. El número de predios certificados aumenta 120% entre 2012 y 2021. La venta de alimentos ecológicos, principalmente hortalizas, alcanzó USD 6,4 millones en 2021 y creció 2,1 veces entre 2012 y 2021. El 92% de los predios son de tipo familiar. La participación de mujeres en la titularidad de las explotaciones es del 42%, un valor superior al promedio nacional. La producción se distribuye entre 111 especies diferentes. El 75% de los predios produce semillas propias y el 87% dispone de áreas silvestres para conservación. Las prácticas más comunes de manejo de suelo son el uso de abonos verdes, la rotación de cultivos, y el uso de compost y biofertilizantes. Los canales de venta directa al consumidor son los más frecuentemente utilizados. Por primera vez se presenta información integral representativa del mercado interno de alimentos ecológicos en el país. Se espera que estos aportes sean de utilidad para comprender los procesos de transición en agroecología y para apoyar la definición de las agendas de diversos actores vinculados a la agroecología.

Abstract Objective: To characterize the agro-productive situation of farms in the Mayabeque province, Cuba. Materials and Methods: The research was carried out in the Mayabeque province. It covered 57 farms in the San José de las Lajas, Güines, Nueva Paz, Madruga, Batabanó and Jaruco municipalities. The participatory action research methodology (PAR) was applied. Semi-structured interviews were used for data collection and analysis of relative frequency distribution for the studied variables was applied. Results: Thirty-six cultivated agricultural species were identified. Of these, 27 are in high demand in markets or for animal feeding. With regards to training in the use of biofertilizers, 56,0 % of the farmers have participated in some type of training; while 47,0 % have not received training. There was a significant preference for the use of organic fertilizers (83,6 %) and mineral fertilizers (81,8 %). Most farmers (85,0 %) use irrigation systems compared with those practicing rainfed agriculture (15,0 %). The main identified challenges include pests and diseases, lack of herbicides, shortage of chemical fertilizers and organic fertilizers, soil fertility, labor, and lack of incentives for production and marketing. Conclusions: The research highlights the need for innovation and training in sustainable agricultural practices, which was evidenced by the lack of knowledge in the use of green manures, organic fertilizers and biofertilizers. This finding shows the importance of strengthening education and adopting technologies that promote the efficient use of natural resources and environmental sustainability.

Resumen Objetivo: Caracterizar la situación agroproductiva de fincas en la provincia Mayabeque, Cuba. Materiales y Métodos: La investigación se llevó a cabo en la provincia Mayabeque. Cubrió 57 fincas en los municipios San José de las Lajas, Güines, Nueva Paz, Madruga, Batabanó y Jaruco. Se aplicó la metodología de investigación-acción-participación (IAP). Se aplicaron entrevistas semiestructuradas para la recopilación de datos y el análisis de distribución de frecuencia relativa para las variables estudiadas. Resultados: Se identificaron 36 especies agrícolas cultivadas. De ellas, 27 son de alta demanda en los mercados o para la alimentación animal. Con respecto a la capacitación en el uso de biofertilizantes, 56,0 % de los productores han participado en algún tipo de formación, mientras que 47,0 % no ha recibido capacitación. Se observó preferencia significativa por el uso de abonos orgánicos (83,6 %) y fertilizantes minerales (81,8 %). La mayoría de los campesinos (85,0 %) utilizan sistemas de riego en comparación con los que practican agricultura de secano (15,0 %). Los desafíos principales identificados incluyen las plagas y enfermedades, la falta de herbicidas, la escasez de fertilizantes químicos y los abonos orgánicos, la fertilidad del suelo, la mano de obra y la falta de incentivos para la producción y comercialización. Conclusiones: La investigación destaca la necesidad de la innovación y capacitación en las prácticas agrícolas sostenibles, lo que se evidenció en la falta de conocimiento en el uso de abonos verdes, orgánicos y biofertilizantes. Este hallazgo deja ver la importancia de fortalecer la educación y adoptar tecnologías que promuevan el uso eficiente de recursos naturales y la sostenibilidad ambiental.

Resumo Objetivo da Investigação: O objetivo geral desta pesquisa é investigar as matrizes discursivas da sustentabilidade apresentadas no processo de comercialização de espaços residenciais fechados. Como objetivos específicos, busca-se identificar os principais elementos que constituem o discurso de sustentabillidade de acordo com os produtores de unidades habitacionais em espaços residenciais fechados e comparar o uso de cada elemento conforme o gênero construtivo da habitação, seja horizontal ou vertical. Metodologia: O recorte espacial escolhido foi o espaço urbano dos municípios que pertencem a área metropolitana de Brasília. Apesar de pertencerem a um estado da federação diferente (Goiás), os municípios de Cidade Ocidental e Valparaíso de Goiás estão envoltos na espacialidade metropolitana da capital federal do Brasil. A partir de pesquisa bibliográfica, com a intenção de revisitar a discussão acerca da sustentabilidade, de compreender o processo de metropolização do espaço de Brasília e de analisar a comercialização de espaços residenciais fechados, avançou-se para a pesquisa documental de material publicitário de empresas produtoras de habitações nestes espaços onde aplicou-se a técnica de análise do conteúdo. Resultados: Foi possível constatar que as empresas exploram um grupo específico de elementos, com destaque para a economia de recursos financeiros no caso dos empreendimentos em espaços verticais, enquanto a qualidade de vida tem protagonismo nas habitações horizontais. Originalidade/Valor: A pesquisa aborda a maneira pela qual os produtores de espaços residenciais fechados da área metropolitana de Brasília exploram as matrizes discursivas da sustentabilidade enquanto argumento de marketing verde, o que contribui para identificar quais ações são realmente concretizadas no espaço investigado.

Abstract Research Purpose: The general objective of this research is to investigate the discursive matrices of sustainability presented in the process of commercialization of gated communities. As specific objectives, we seek to identify the main elements that constitute the sustainability discourse according to the producers of housing units in gated communities and compare the use of each element according to the constructive genre of the housing, whether horizontal or vertical. Methodology: The methodological cut chosen is the urban space of the municipalities that belong to the Brasília metropolitan area. Despite belonging to a different state of the federation (Goiás), the cities of Cidade Ocidental and Valparaíso de Goiás are enveloped in the metropolitan spatiality of the federal capital of Brazil. Based on bibliographic research, with the intention of revisiting the discussion about sustainability, of understanding the process of metropolization of the space of Brasília and of to analyze the commercialization of gated communities, we moved on to the documentary research of advertising material from companies that produce housing in these spaces where the content analysis technique was applied. Findings: it was possible to verify that these companies explore a specific group of elements with emphasis on saving financial resources in the case of projects in vertical spaces, while quality of life leading role in horizontal housing. Originality/Value: The research addresses the way in which producers of gated communities in the metropolitan area of Brasília explore the discursive matrices of sustainability as a green marketing argument, which contributes to identifying which actions are actually implemented in the space investigated.

Resumen El objetivo del presente estudio fue comparar los modelos de teoría de acción razonada (TAR), teoría de comportamiento planificado (TCP) y su forma extendida (TCPE), para predecir la intención de compra de productos ecológicos en consumidores chilenos. Se encuestaron 500 personas y se estableció un análisis de fiabilidad interjuez, validez discriminante, convergente y de constructo a través de modelos de ecuaciones estructurales (SEM). Los resultados señalan que el modelo TCPE es útil para explicar la intención de comportamiento de consumo ante productos verdes con base en una triple línea de fondo, cuya principal contribución es el efecto indirecto de PA sobre el modelo. De las tres variables, se evidencia que el CCP era la predictora más fuerte de la intención de compra, seguida de la actitud. En conclusión, tanto el modelo TCPE como el instrumento de intención de compra de productos verdes contribuyen a la ampliación de estudios sobre el comportamiento del consumidor en marketing sustentable en Chile.

Abstract The objective of this study was to compare three models: the theory of reasoned action (TRA), the theory of planned behavior (TPB), and its extended form (ETPB), to predict the intention of Chilean consumers for purchasing green products. Five hundred people were surveyed, establishing an inter-rater reliability analysis, and a discriminant, convergent and construct validity using three structural equation models (SEM). The results showed that the ETPB model is useful to explain the consumption behavior intention for green products based on a triple bottom line, whose main contribution is the indirect effect of EC on the model. The study found that of the three variables, PBC was the strongest predictor of purchase intention, followed by attitude. In conclusion, both the ETPB model and the green products purchase intention instrument contribute to broaden the studies about consumer behavior in sustainable marketing in Chile.

Abstract Despite the increase in the trend of research on innovation capacity in SMEs, no reviews of previous literature focused on business sustainability were found. Therefore, this study aimed to carry out a narrative analysis of the literature on the facilitators of innovation capabilities in SMEs and their mediators in business sustainability, through the narrative literature review of 81 documents through the Scopus databases. and WoS and a brief descriptive analysis of the scientific production through Scopus. The reviewed literature leads to the conclusion that SMEs that are receptive to external facilitators and fostered by internal facilitators generate innovation capacities and these through mediators contribute to business sustainability in the economic field; with export performance, marketing performance and business orientation, in the environmental field; with green innovation, technological innovation and business orientation and in the social field; with open innovation and entrepreneurial orientation, in order to create competitive advantages for the survival and growth of SMEs in the long term.

Resumen A pesar del incremento en la tendencia de investigaciones sobre la capacidad de innovación en pymes, no se encontraron revisiones de literaturas previas enfocadas a la sostenibilidad empresarial. Por tanto, este estudio tuvo como objetivo realizar un análisis narrativo de literatura sobre los facilitadores de las capacidades de innovación en las pymes y sus mediadores en la sostenibilidad empresarial, mediante la revisión narrativa de literatura de 81 documentos a través de las bases de datos Scopus y WoS y un breve análisis descriptivo de la producción científica a través de Scopus. La literatura revisada lleva a concluir que las pymes que son receptivas a facilitadores externos y que propician los facilitadores internos generan capacidades de innovación y estas a través de mediadores aportan a la sostenibilidad empresarial en el ámbito económico; con desempeño exportador, rendimiento de marketing y orientación empresarial, en el ámbito ambiental; con la innovación verde, innovación tecnológica y orientación empresarial y en el ámbito social; con innovación abierta y orientación empresarial, a fin de crear ventajas competitivas para la supervivencia y el crecimiento de las pymes a largo plazo.

Resumo A homogeneização biótica é um fenómeno global, principalmente em áreas urbanas onde as espécies exóticas são dominantes, contribuindo para a perda da biodiversidade nativa Uso da flora nativa na jardinagem para promover a biodiversidade local está se tornando uma prática de conservação em ambientes urbanos. Portanto, neste estudo, analisarmos a representação da flora nativa chilena no mercado chileno e internacional de sementes de flores ornamentais para saber quais sementes de plantas nativas são vendidas. Descobrimos que as sementes nativas estão ausentes no mercado local e que a totalidade da oferta de sementes no mercado corresponde a espécies de origem exótica, principalmente da região do Palearctic (43%). Contudo, surpreendentemente, muitas sementes de flores chilenas são comercializadas no mercado internacional (aproximadamente 6% do total da flora chilena). Esta falta de disponibilidade de sementes nativas para os consumidores locais constitui um gargalo para as iniciativas de restauração ecológica. Este fato é consistente com a maior abundância de espécies exóticas em áreas verdes urbanas e apoia a hipótese de homogeneização biocultural. global dominantes urbanos Portanto estudo vendidas exótica 43%. 43 43% . (43%) Contudo surpreendentemente aproximadamente 6 chilena. chilena) ecológica biocultural 4 (43% (43 (4 (

Abstract Biotic homogenization is a global phenomenon, mainly in urban areas where exotic species are dominant, contributing to the loss of native biodiversity. Gardening native flora to promote local biodiversity is becoming a conservation practice in urban settings. Therefore, in this study, we analyzed the representation of the Chilean native flora in the Chilean and international ornamental flower seed market to know which native plant seeds are sold. We found that native seed are absent in the local market and that the totality of seed supply in the market corresponds to species of exotic origin, mainly from the Palearctic region (43%). However, surprisingly, many Chilean flower seeds are traded in the international market (approximately 6% of the total Chilean flora). This lack of availability of native seeds for local consumers constitutes a bottleneck for ecological restoration initiatives. It is consistent with the greater abundance of exotic species in urban green areas and supports the hypothesis of biocultural homogenization. phenomenon dominant settings Therefore study sold origin 43%. 43 43% . (43%) However surprisingly approximately 6 flora. flora) initiatives 4 (43% (43 (4 (

Abstract Purpose This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined. Design/methodology/approach Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros. Findings The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established. Research limitations/implications This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide. Practical implications This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted. Social implications The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment. Originality/value This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management. . (GPB) (GPA (GPI moderators examined Designmethodologyapproach Design methodology approach perspective 4 India 39 respondents instruments s properties Hayess Hayes macros Furthermore threeway three way second moderator, moderator , moderator) Moreover established limitationsimplications limitations (India However worldwide polluted Originalityvalue Originality value authors knowledge moderatedmediation moderated mediation (GPB 3

Resumen Objetivo: Analizar los motivadores, las barreras y los factores sociodemográficos que inciden en la compra de productos agroecológicos y la relación que existe entre estas variables. El conocimiento de los motivadores y barreras que inciden en la compra de estos productos repercute en los planes y estrategias de mercadotecnia, principalmente de tipo social. Diseño metodológico: El enfoque de este estudio es cuantitativo, correlacional y transversal. La recopilación de la información se realizó a través de la aplicación de 719 encuestas a clientes potenciales de productos agroecológicos. Los métodos de análisis de la información empleados fueron la estadística descriptiva y la estadística no paramétrica, efectuando pruebas de independencia Chi a partir de las tablas de contingencia cuadrado correspondientes y la obtención de los coeficientes de correlación de Spearman, Tau b de Kendall, y un modelo de regresión logística binaria. Limitaciones: El trabajo de campo se hizo en el mes de noviembre de 2021, tiempo en el que había restricciones de movilidad impuestas por la pandemia COVID-19, lo que resultó en una alta tasa de rechazo para efectuar las entrevistas personales que se requirieron, por lo que, a pesar de haber logrado la muestra, esta situación puedo haber afectado la representatividad. Hallazgos: Los resultados demuestran que, si el comprador tiene la motivación para contribuir con el medio ambiente o para convertirse en un consumidor responsable es más probable que tenga una alta frecuencia de compra de productos agroecológicos. Asimismo, se observaron los siguientes resultados: a mayor edad de los clientes potenciales, mayor frecuencia de compra; a menor edad de los clientes potenciales, más motivación tienen para elegir los productos agroecológicos si tienen un buen sabor, entre otros.

Abstract Purpose: To analyze the motivators, barriers, and sociodemographic factors that affect the purchase of agroecological products and the relationship between these variables. Understanding the motivators and barriers that affect the purchase of these products could have repercussions on marketing plans and strategies, mainly of a social nature. Methodological Design: A quantitative correlational and cross-sectional study was done. The data was collected through 719 surveys administered to potential customers of agroecological products. The data collected was analyzed with descriptive statistics and non-parametric statistics, applying Chi independence tests, Spearman's and Kendall's Tau b correlation coefficients, and binary logistic regression model. Limitations: The fieldwork was done on November 2021 when there were mobility restrictions imposed by the COVID-19 pandemic, which resulted in a high rejection rate to carry out the interviews that were required, for which despite having achieved the sample, this situation may have affected the representativeness. Results: The main results show that motivation to contribute to the environment or become a responsible consumer are the main factors that explain a high frequency of purchase of agroecological products. Likewise, older customers tend to have a higher frequency of purchases and that young customers are more motivated to buy agroecological products if they are of good taste, among others.