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

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...

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Bibliographic Details
Published in:Future internet 2021-10, Vol.13 (10), p.266
Main Authors: Nozari, Hamed, Szmelter-Jarosz, Agnieszka, Ghahremani-Nahr, Javid
Format: Article
Language:English
Subjects:
Big Data
Case studies
Climate change
Consumers
COVID-19
Customers
Dairy industry
Data analysis
Digital marketing
Environmental impact
Green marketing
Internet
Internet of Everything (IoE)
Internet of Things
Internet of Things (IoT)
Literature reviews
Marketing
New technology
Small & medium sized enterprises-SME
Social networks
Social research
Sustainable development
sustainable marketing
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Summary: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.
ISSN:1999-5903
1999-5903
DOI:10.3390/fi13100266