The purpose of this study aims (1) Investigate the role of the item constructs access to information, labelling and peer pressure, sense of retribution, and circular economy perception on green ...individuals feelings; (2) Evaluate the role of green business orientation and product quality on perceived of green marketing strategic orientation through the second-order analysis test. As a design methodology we involved 178 respondents at Starbucks outlets in Makassar City, Indonesia, with purposive random sampling. The analysis was conducted through a second-order analysis approach to test the variable constructs and through direct and indirect testing by involving attitude towards green marketing and brand integrity as intervening variables. The result of this study shows all items have a significant role in shaping the perceived of green marketing strategic orientation and green individuals feelings through the second-order analysis approach. Direct test showed a positive and significant effect except in the relationship between perceived of green promotion and innovation and brand integrity. Indirect test shows that the relationship between perceived of green marketing strategic orientation, perceived of green promotion and innovation, and purchase intention with attitude towards green marketing as an intervening variable is not significant. Similarly, the relationship between green individuals feelings, purchase intention, brand integrity, and perceived of green promotion and innovation as intervening variables is also not significant.
This study attempted to fill a gap in the literature and explore the effects of green marketing orientation on SMEs green marketing performance. According to the result, the critical role of green ...innovation and green competitive advantage were solutions to achieving green marketing performance. The researchers implemented the moderating role of experience manager or owner and education to enhance green marketing performance. A total of 223 samples of Batik SMEs in Yogyakarta, Indonesia, were selected and investigated. The purposive sampling method helped to collect data from respondents. The results concluded that green marketing orientation significantly affected green innovation. Green marketing orientation had a significant impact on green competitive advantage. Green innovation had a significant positive effect on green marketing performance. However, the owner or manager's experiences did not moderate the relationship between green innovation and green marketing performance. The manager or owner's educational background also did not support the relationship between green innovation and green marketing performance. The result of this study indicates the mediating role of green product innovation and green product competitiveness advantage on green marketing performance.
Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a ...business‐to‐consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business‐to‐business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.
As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” ...as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.
•Studies the green product supply chain considering environmental responsibilities.•Cooperation between manufacturers and retailers may not always benefit all members.•Cost sharing contract is ...proposed to improve the performance of the supply chain.•Coordination contract is designed to help the manufacturer achieve more profits.•Social welfare is investigated from an environmental improvement perspective.
Environmental sustainability has become an important metric for assessing the success of supply chain management. We study several cooperation contracts within a green product supply chain and investigate their environmental performance. Stakeholders’ environmental responsibilities are considered in a two-echelon supply chain in which consumers are environmentally conscious, a manufacturer designs and produces a green product, and a retailer promotes the green product in its marketplace through green marketing. This problem is analyzed and modeled under three contracts in order of increasing cooperation level: price-only, green-marketing cost-sharing, and two-part tariff contracts. The analytical results show that cooperation among partners can help the supply chain achieve environmental improvements. Cooperating contracts are valuable in practice because consumers are now paying more attention to sustainability and have become more environmentally conscious. A counterintuitive but interesting result is that cooperation may not always profitably benefit all partners; manufacturing becomes more profitable when the manufacturer shares the green-marketing cost with the retailer, whereas the retailer is worse off under the cost-sharing contract than under the price-only contract. This result is more significant when consumers’ green awareness increases. The results on social-welfare performance show that the supply chain’s social welfare increases with the increase of the supply chain’s cooperation level.
Objective: This study sought to analyze the influence of green marketing on consumer purchase intentions. Methods: To this end, a systematic literature review was carried out on the SciELO and ...Google Scholar platforms, under the guidance of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines. During the search, keywords were used in association with Boolean operators "AND" and "OR", in order to select only scientific articles in Portuguese, of Brazilian nationality and published between the years 2022 and 2023. Results: The studies analyzed offered an understanding of the influence of green marketing on consumer purchase intentions. It was found that, despite the growing recognition of environmental issues, the effective adoption of sustainable practices faces substantial challenges. In the purchasing decision process, the complexity of the green marketing landscape is evidenced by consumers' perception that green products are expensive and the lack of clear information. Resistance to paying more for sustainable products creates a financial challenge, limiting the widespread adoption of sustainable practices. The identified informational passivity highlights the need for more transparent and educational green marketing strategies. Conclusion: It can be concluded that the studies highlight the influence of green marketing on purchase intention, emphasizing the continued need for investment and research to optimize its effectiveness.
Green marketing has become increasingly important to promote environmental sustainability, and studies on the subject have been conducted, especially in developed countries. Therefore, this research ...evaluates the green marketing practices and issues of the selected firms in emerging countries. Information from in-depth interviews with three firms each from Indonesian and Philippines, which produce green products were explored and analyzed. The findings showed that the practices were slightly different due to variations in the level of knowledge, and the lack of consumers' awareness and acceptance of the product was the main issue faced by firms.
The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to ...validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.
This study contributes to current literature by constructing a model to evaluate how using green marketing to promote brand image affects consumers' purchase intentions. First, the decision-making ...trial and evaluation laboratory (DEMATEL) method was used to explore the mutual influence on evaluation indicators, and an influential network relation map (INRM) of indicators and sub-indicators was constructed based on the results. The DEMATEL method was then combined with the analytic network process to create a DANP method to calculate weights for each indicator and sub-indicator. A modified Vlse Kriterijumska Optimizacija Kompromisno Resenje (VIKOR) method was then employed to explore the comprehensive performance of each indicator and sub-indicator using empirical data. Finally, conclusions were summarised and suggestions were proposed. This study's findings can serve as a reference for firms seeking to improve the tangible effects of their green marketing strategies by stimulating consumers' purchase intentions.
•This study's model evaluates how green marketing impacts purchase intentions.•Green marketing can lead to purchasing or re-purchasing decisions.•A research framework is developed based on current literature and survey results.•The new proposed method calculates weights for each evaluation indicator.•The consumer's perspective is critical in understanding green marketing's effects.
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