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• Green Supply Chain Management and Sustainable Performance: The Role of Green Marketing in The Jordanian Food Industry

  30-50

  Saleh AL khatib

  Rama Alzu'bi

  Views:

  213

  The importance of green and sustainable operations has been at the forefront of research for supply chain (SC), performance, and marketing. Previous studies have reported defragmented results about these relationships and there is a paucity of literature regarding the moderating role of green marketing (GM) on the green supply chain management (GSCM) and sustainable performance (SP) relationship. To address this research gap, this study aims to identify the impact of GSCM on SP, and the moderating role of GM on this relationship in a developing economy context. Research hypotheses have been tested using 112 questionnaires. Regression analysis is performed to evaluate assumed direct and indirect relationships. Research results revealed a positive impact of GSCM and GM on the SP. Moreover, the moderating role of GM on the GSCM-SP relationship was partially supported. Collectively, these findings provide a theory-based understanding of the GSCM-SP and GM interactions. Hence, this study will be useful for SC and marketing managers who are highly engaged in green and sustainable operations.

• The neuromarketing potential of the food industry: a systematic literature review

  1-9

  Henrietta Mónika Boros

  András Fehér

  Views:

  389

  Consumers' decisions are often not rational and understanding this is a challenge for researchers and marketers. Traditional quantitative questionnaires are not sufficient to uncover deeper motivations and attitudes, so it is worth turning to neuromarketing research. With the tools of neuroscience, we have the opportunity to gain a deeper understanding of how consumers think. Our aim was to provide a systematic literature review summarising the results of neuromarketing research in the food industry in Hungary and highlighting the potential applications. Our research used a systematic literature review that analysed the results of the literature relevant to the research in a structured and transparent way. The methodology was based on the PRISMA model, which allowed us to evaluate the results in a structured way after defining the main criteria. The review revealed that the most popular neuromarketing tool in the last five years has been the eye tracking, often combined with EEG, face scanning, pre- and post-questionnaires. In addition, it has been found that the food industry is increasingly using neuromarketing to determine the content of advertisements and to select packaging.