Suchergebnisse

Purpose
– This study examined the relationship between environmental management practices developed at a campus of a Brazilian university (University of Sao Paulo) and the greening of its organizational culture. The paper aims to discuss these issues.


Design/methodology/approach
– This article presents a theoretical background based on the concepts of environmental management, organizational culture and environmental management in higher education institutions. The main framework of this research is the model proposed by Harris and Crane.


Findings
– The studied university has an environmental management program that is sometimes constrained in the following ways: the university bureaucracy and hierarchy; the main performance indicators for lecturers and professors are based on scientific production and publication, giving them little time for complementary activities; and some units develop their own environmental management practices, but they are not disseminated as best practices for use by other units. Some academic units showcase the proactive actions of professors who incorporate environmental management into their daily activities. The general perception is that the phrase "environmental management" is almost synonymous with "solid waste management".


Originality/value
– This research details the first Brazilian application of the Harris and Crane model. It contributes an original analysis of environmental management and "green" organizational culture of a Brazilian university, an organizational type that has seldom been studied to date.

Purpose
This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.


Design/methodology/approach
A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman's analysis of variance was used. Structural equations were modeled for analyzing attitude data.


Findings
The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.


Research limitations/implications
This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.


Practical implications
The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.


Originality/value
To the best of the authors' knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.