Results and Discussion
Initially, respondents were asked for their perceptions
regarding the benefits of joining a certification scheme,
followed by a series of questions relating to their views on
the benefits of membership as identified in the literature.
The results and discussion are structured around the key
research themes of perceived benefits and challenges associated
with joining the GTBS, perceived marketing and
branding opportunities, and potential strategies that might
encourage more businesses to adopt the GTBS award.
Perceived Benefits
Table 3 presents a range of quotes from respondents
regarding their perception of the benefits of joining in a
scheme such as the GTBS.
These responses seem to indicate a lack of a strong
common benefit, with respondents’ expressing a variety of
opinions regarding their perceptions. There is however,
evidence of a deeper understanding from respondents 3
and 6, who are both marketing directors and also scheme
members. What is interesting to note here is that the benefits
they discuss encompass not only the marketing
potential, but also clearly demonstrate their knowledge of
environmental imperatives, as well as opportunities for
financial savings. In contrast, the other five respondents
restrict their perceptions to the marketing benefits.
When prompted by the benefits identified in the literature,
respondents considered these to be (in order of
importance), reducing environmental impact, financial
considerations, competitive advantage, brand recognition,
and other advantages such as aiding public relations, personal
moral responsibility, and political considerations.