The study aims to explore the effect of dimensions of green marketing orientation (GMO) on green innovation and organizational performance utilizing the fundamental concepts of GMO theory, ...institutional theory, and resource‐based theory, or natural resource‐based view. In this research, we mainly explore the unplumbed effect of internal (IGMO), strategic (SGMO), and tactical green marketing orientation (TGMO) of the firm using the GMO theory. Although few scientific attempts tried to measure the effect of IGMO, SGMO, and TGMO, a majority of them disdained the idea of its integrated effect and adopted a futile approach while positioning these constructs in their model. In addition, we investigated stakeholders' role (moderating) in green innovation practices and organizational performance. The proposed model is tested using survey data collected from 201 top and middle‐level working professionals from manufacturing to service industries in India. We used a structured questionnaire and covariance‐based structure equation modeling for the path estimation. All three dimensions showed a direct positive significant effect on green innovation. Only tactical TGMO showed a direct effect on organizational performance, while the other two showed an indirect effect only on organizational performance mediated through green innovation. The study also established the moderating effect of stakeholders' view on the relationships between green innovation and organizational performance. Conclusively, we contribute to GMO theory by extending the scope for further academic/market validation and concurrently advancing managerial inferences for business strategists and market practitioners on sustainable organizational development.
CLIMATE STRIKINGCAUSE RELATINGTRUTH TELLINGPLASTIC BANNINGTREE PLANTINGECONOMY CIRCLINGLIFE IMPROVINGGREENER MARKETING by John Grant This timely book is a sequel to John Grant's Green Marketing ...Manifesto which was the award winning and bestselling definitive guide to green marketing (and not greenwashing) in the previous wave of eco marketing in 2007. In 2019, climate change is right back at the top of the public agenda. Greta Thunberg and Extinction Rebellion are front page news. The UK, EU and other governments have declared a climate emergency. 181 CEOs of American companies - including Walmart, Amazon and Apple - signed a Business Round Table declaration saying that the purpose of corporations is not just to make money for shareholders, but to improve society, care for the environment and be ethical. Unilever CEO Alan Jope says they will dispose of brands that don't have a bigger purpose. Concerns like ocean plastic (the 'Blue Planet effect') have upped the pace of change. With ambitious responses such as refills stations, unpackaged goods, super-materials from wood fibre and seaweed and a new 'milkman for groceries' reusable packaging service called Loop. Sustainable brands are now outperforming others in most markets. Eco challenger brands like VEJA and Allbirds are 'the new cool'. While Adidas showed (with Parlay ocean plastic shoes) you can also create a billion dollar mainstream offer. Even banking is changing, with rapid growth in ESG and Impact Investing. Plus, the $40Bn overnight success of sustainability linked loans to companies like Philips and Prada. How can marketing and the creative industries respond? Even Extinction Rebellion thinks we can play a positive role - although XR also say it has to go beyond banning plastic straws - if we can only manage to tell the truth and lead the change. Hundreds of creative agencies and brands came out on climate strike and donated ideas: Or in the case of Patagonia donated their entire $10m tax windfall to environmental causes. But what now? How do you set a positive course? In this book we look at some of the leaders - brands like Patagonia and Max Burgers aiming to be climate positive. And we look at brands who have found a fresh sense of purpose by championing a relevant cause. The book is packed with case studies, tools, research insights. Covering issues like eco labelling, transparency, circular economy, rebound effects, impact investment, new coalitions and developments ranging from sustainable finance, to blockchain and traceability, to regenerative farming. One key theme that carries over from the Green Marketing Book is that marketers need to know their facts if attempts are not to be superficial. When you know 95% of the energy footprint of a mobile phone is in manufacturing and materials (not charging the battery) you know that getting people to dim their screen won't save much CO2. But that getting them to keep their phone in use for an extra year is a huge win for the planet. The ultimate goal is to go beyond marketing that simply looks good, and to create a vision of marketing that does good. Uncover strategies for sustainable marketing that actually deliver on green and social objectives, not just greenwashing Reconceptualise marketing and business models, and learn to recognise the commercial strategies and approaches that are no longer fit for purpose Learn how hot topics like the climate crisis, single use plastics, and blockchain technology influence green and social marketing Read examples and case studies from both brand leaders and challengers that have developed innovations and fresh creative approaches to green and social marketing Get practical tools, models, facts, plus strategy, workshop and project processes and business case rationales - so that you can build your own plans and proposals This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times.
Purpose – The purpose of this paper is to present a literature survey on, and classification for, green marketing research. Design/methodology/approach – Suitable keywords were used to search ...peer-reviewed journal articles published in marketing, business and management journals in duration 1990-2014. The articles identified were screened for titles, abstracts, keywords, frameworks, headings and sub-headings that resulted in 161 relevant articles. These articles were classified across thematic categories and their distribution was also presented for year of publication, publication outlets, location of authors, key contributing authors. Findings – The articles were classified across four thematic categories: eco-orientation, green marketing strategy, green marketing functions and green marketing consequences. It outlined the contribution of the earlier work under each theme, illustrated upon their implications for green marketing practice and research and provided directions for future research. Research limitations/implications – This literature survey provides a source for understanding current state of research on green marketing and to stimulate further interest of researchers in the domain. Originality/value – The paper provides a comprehensive review of green marketing literature on green marketing, distinctly adding to the contributions made by earlier literature reviews in the domain. It outlines the classifications of the literature, and key concepts and themes related to green marketing that intend to shape future research directions.
There are increasing concerns on the environmental impact of port operations and development due to pressing global issues such as climate change and energy conservation. From the sustainability ...perspective, a port should manage and balance three bottom lines, namely economic prosperity, social wellbeing, and environmental quality. A major driver for sustainability is to attract and retain customers who value sustainability. As such, formulating a green port marketing plan fulfilling the economic, social, and environmental objectives will guide a port towards sustainable growth and development. The study aims to investigate the green marketing status of the world's major ports. With reference to green marketing theories, these ports' green marketing status is reflected by their strategies, structures, and functions. Cross case analysis is performed to identify patterns and trends across the various ports for benchmarking and thereby derive green marketing orientation. The cross case analysis also adds value by representing an international perspective from the major ports in key geographical regions. The results show that more than half of the 30 cases are actively engaged in green marketing. However, ports focus more on strategies, and less on structures and functions. It is recommended that ports should connect the three essential aspects in green marketing efforts.
•Marketing framework ‘strategy-structure-function’ is newly applied and analysed in ports.•An original theoretical framework deriving green marketing orientation is formed.•Ten ports among the top 30 ports are regarded as proactive green marketers.•Ports focus more on strategies, and less on structures and functions.
GREEN MARKETING IN MOROCCO Manal ECHCHAD; Abrar SAMI MAHMOUD GHAITH
SEA - Practical Application of Science,
06/2022, Volume:
X, Issue:
28 (1/2022)
Journal Article
Peer reviewed
Open access
Climate change and environmental protection have gained increasing importance in recent years throughout the world. This movement reached Morocco, where companies started putting the environment and ...its protection in the middle of their activities. Since the 90s, Morocco has declared its willingness to follow the sustainability path, by according special importance to the three bottom lines of sustainability. The main purpose of the paper was to assess the spread of the „green” concept, by studying the activities of four Moroccan companies: OCP Group, MANAGEM Group, Kilimanjaro Environnemnet and Lafarge-Holcim, and their green marketing strategies will be categorized based on the green marketing matrix. Indeed, OCP Group proved to be applying both a shared and defensive green marketing strategy, while Managem group applies a shaded green marketing strategy. Kilimanjaro Environnement proved to be an extreme green company, and Lafarge-Holcim was found to follow a shaded green marketing strategy.
This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms ...adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.
•Strategic green marketing orientation (SGMO) positively affects competitiveness.•Internal green marketing orientation (IGMO) has a moderating role in this effect.•IGMO intensifies the positive effect of SGMO on competitive advantage.•Competitive advantage mediates the relationship of SGMO with financial performance.•CSR and stakeholder environmental pressures positively impact the level of SGMO.
As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet ...operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.
•Scale development process introduces a novel, holistic concept of green marketing.•4 studies report reliability and validity for the green marketing orientation scale.•2 studies (N=329) confirm the strategic, tactical and internal dimensions of GMO.•Results uncover the effects of three distinct GMO dimensions on performance.•Findings support prior research on the green marketing-performance relationship.
Cross-border mergers and acquisitions by emerging multinational enterprises have significant failure rates due to difficulties in gaining legitimacy from local stakeholders. By incorporating the ...concept of strategic green marketing into marketing innovation via defensive green marketing and assertive green marketing, this study focuses on the green part of marketing innovation in the context of cross-border merger and acquisitions (M&As) by emerging multinational enterprises. This study examines the effects of defensive and assertive green marketing approaches on cross-border M&A completion as well as the boundary conditions of marketing channels of financial advisors. An analysis of 358 cross-border M&As conducted by Chinese firms over 9 years (2007 to 2015) reveals that conducting corporate social responsibility activities as a defensive green marketing approach, developing green patents as an assertive green marketing approach, and hiring financial advisors as a marketing channel can increase cross-border M&A completion rates. The main relationship between assertive green marketing approach and M&A completion is weakened by financial advisors due to the substitute effect between financial advisors and assertive green marketing innovation. This paper provides insights for international business studies by adopting the strategic green marketing perspective and linking the marketing innovation literature to the emerging multinational enterprises internationalization literature.
The emergence of various threats to the environment, encourages companies to be able to apply a new business concept, namely by implementing issues related to marketing that apply the concept green ...marketing. Green marketing is the consistency of all activities designed to meet human needs and desires without harming the environment and not harming other living things. This study uses a quantitative approach which is analyzed by using statistical methods by Smart-PLS. Based on the results of the analysis that has been done, it can be seen by consumer perceptions about companies that apply the green marketing concept have good results. The variables in this study include green marketing and brand image as mediating variables which have positive and significant results on purchasing decision variables. Strategies that can be implemented are not using formaldehyde and hazardous chemicals (X1.2), providing a place for inventory storage close to the store (X2.2), providing the latest information on environmental issues (X3.2), holding seminars, and carrying out disaster care actions (X4.2) and collaborating with chemistry students regarding the products used originating from safe materials (X5.2).
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