The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry

Hamed Nozari (), Agnieszka Szmelter-Jarosz and Javid Ghahremani-Nahr
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Agnieszka Szmelter-Jarosz: Department of Logistics, Faculty of Economics, University of Gdańsk, Armii Krajowej 119/121, 81-824 Sopot, Poland
Javid Ghahremani-Nahr: Faculty member of ACECR, Development and Planning Institute, Tabriz 5154837693, Iran

Future Internet, 2021, vol. 13, issue 10, 1-18

Abstract: The use of advanced computer technologies has dramatically changed marketing. Concepts such as smart, sustainable, and green marketing have emerged in the last 20 years. One of these new technologies is the Internet of Things (IoT), which has led to the development of the activities and performances of industries in various dimensions. For the various objects, such as people, processes, and data, involved in marketing activities, the Internet of Everything (IoE) as an evolved IoT is a possible future scenario. Some sectors pretend to be the first to implement this, and the more they rely on dynamic, unstable customer needs, the better a solution the IoE is for them. Therefore, this paper presents a clear vision of smart, sustainable marketing based on the IoE in one of the fast-moving consumer goods (FMCG) industries, the dairy industry. Key factors are identified to help readers understand this concept better. The expert interview makes it possible to draw a picture of the factors that have helped successfully implement the IoE in the dairy sector.

Keywords: sustainable marketing; green marketing; Internet of Things (IoT); Internet of Everything (IoE); green marketing (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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