This paper discusses the influence of firms' greenwash on their consumers' green purchase behaviour and explores the mediation roles of their green brand image and their consumers' green brand ...loyalty. This study focuses on Taiwanese consumers who have purchase experience of green products. This study uses structural equation modelling (SEM) to obtain empirical results. The results demonstrate that firms' greenwash negatively influences their consumers' green purchase behaviour. Besides, this research proves that firms' greenwash is negatively related to both their green brand image and their consumers' green brand loyalty that would positively affect their consumers' green purchase behaviour. This paper also verifies that firms' green brand image and their consumers' green brand loyalty partially mediate the negative relationship between their greenwash and their consumers' green purchase behaviour. It means that firms' greenwash does not only have a direct negative effect on their consumers' green purchase behaviour, but also has an indirect negative effect on it via their green brand image and their consumers' green brand loyalty. Thus, this research suggests that firms should decrease their greenwash behaviours and increase their green brand image and their consumers' green brand loyalty to enhance their consumers' green purchase behaviour.
Corporate environmentalism and proactive environmental strategies should be carried out based on complementary organizational resources and capabilities. Traditionally, Strategy and Management ...literature has put the focus on the technical, operational, and managerial side of these new sustainable business models. In this research, I put the focus on the complimentary market-based positioning capabilities side, where reputation and legitimacy, as well as related issues, such as corporate image and branding, play a key complementary and leverage role in the implementation of successful new sustainable business models. Different contributions made on this topic reinforce the necessity of an effective and deeper external stakeholders' engagement to develop sucessful proactive corporate environmentalism and market-based positioning capabilities in the context of B2B and industrial markets.
Do restaurant green practices, such as using recyclable take-out containers, really affect customers’ perceptions of the restaurants’ green image and their attitudes toward the restaurant? If so, ...does it matter whether these customers are ecologically conscious or not? The present study attempted to examine the relationships among three constructs—customers’ perceived green practices, perceived green image of a restaurant brand, and attitudes toward a restaurant brand, in a study of Starbucks’ customers and identifies the key green practices that influence customers’ perceptions of a restaurant's green image. First, the results suggest that the perception of green practices affects customers’ perceived green image of a restaurant which in turn influences customers’ attitudes toward a restaurant. Second, the study identifies recyclable take-out containers, recycling waste, and energy-efficient lighting as the key green practices that contribute to the formation of customers’ perceptions of a restaurant's green image, but only across ecologically conscious customers. Finally, the paper includes a theoretical model that helps explain customers’ formation of a green image and attitudes toward a restaurant company and offers practical guidelines for effective green marketing management in restaurant operations.
Marketing green products requires different approaches than marketing non-green products (e.g., to counteract consumer prioritization of self-interest and focus on the short-term vs. long-term). As a ...result, green marketing has a substantial body of academic research. The purpose of our paper is to synthesize and provide a comprehensive overview of individual-level consumer behavior theories in green marketing. We begin by defining the term green marketing. Next, we conduct a large-scale review of more than 20 consumer-level theories grouped into six categories. For each theory, we present its definition, application in green marketing, and suggestions for future areas of research. Despite the breadth of theories that we uncovered, most studies indicate that few consumers will pay more for green products and that behavior in one environmental context does not necessarily translate into comparable behavior in another context. Another important finding is a great disconnect between consumer green purchasing intention and actual green purchasing behavior. To address this challenge, we provide two groups of additional applicable theories that have not yet been applied to green marketing. These theory groups are behavioral intentions, or non-economic green purchase influencers, and instantiaters, which moderate the motivation – green purchase behavior link. Managers can use our conceptual framework illustrating the relationship among these theories to help understand the stages in a consumer's green purchase process. Our study also can aid managers in developing tools to achieve a competitive marketplace advantage.
The focus on sustainability represents the key to the tourism industry today. Green marketing was constantly on the agenda of local authorities and started to be a subject of interest for Academia ...too, but it was very little approached in the Eastern European countries, especially in the tourism studies. This article describes the presence of green marketing in Romanian ecotourism and its impact on tourist’s perception. Due to its natural landscapes and tourist attractions, Romanian ecotourism can take advantage of green marketing practices and promote tourism products based on the new preference of the tourists for sustainable activities. However, there is a lack of legislative framework regarding green labeling that can effect in the long term the destination brand. The main objective of the present article is to give an overview image of the online presence of the Romanian ecotourist accommodation units that applied for the Eco-label provided by the ECO-Romania Association. The study describes how these establishments use green marketing practices and if their guests perceive the green image too. The methodology of the study consists of a qualitative analysis of the primary data obtained by the authors from the websites of ECO Romania Association, TripAdvisor platform and accommodation units. The results show a high interest of the accommodation units from the ecotourism field for green marketing practices which is also perceived by tourists. The tendency of tourism stakeholders to apply for an accreditation system provided by non-governmental organization instead of choosing a European accreditation shows the impact of such a national initiative and emphasizes the need to develop a legal framework for green ecotourism practices.
Rapid economic growth and resulting overconsumption have accelerated environmental deterioration worldwide, prompting escalated consumption-related environmental concerns. This study attempts to ...explore the antecedents of ecologically conscious consumer behavior (ECCB) among young urban consumers in India – an emerging market experiencing rapid economic growth with increased urbanization and changes in consumption patterns that are contributing to environmental hazard. The empirical study including a literature review uses Theory of Planned Behavior integrating environmental attitudes, subjective norms, perceived consumer effectiveness, and behavioral intention in the model to investigate their influence on ECCB. The results suggest that attitudes and perceived consumer effectiveness both have a significant direct and indirect positive influence on ECCB. In addition, it would appear that the subjective norm, a measure of social demand, does not have any significant influence on behavioral intention leading to ECCB – contrary to established findings in a collective society considered in this study. This paper concludes with policy implications of the findings for marketers and policymakers, as well as potential directions for further research.
The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's ...purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure we develop (i.e., the GREEN scale) can be used to capture green consumption values in a reliable, valid, and parsimonious manner. We further theorize and empirically demonstrate that green consumption values are part of a larger nomological network associated with conservation of not just environmental resources but also personal financial and physical resources. Finally, we demonstrate that the GREEN scale predicts consumer preference for environmentally friendly products. In doing so, we demonstrate that stronger green consumption values increase preference for environmentally friendly products through more favorable evaluations of the non-environmental attributes of these products. These results have important implications for consumer responses to the growing number of environmentally friendly products.
Global population growth, advancement of technological innovations, features of economic development, total digitization of production, and increase of consumption determine the necessity of forming ...companies' green competitive advantages. In order to create a terminological basis and research the main trends in the development of the concept of "green competitiveness of businesses" there was carried out a bibliometric analysis using the VOSViewer software 1.6.13 and Scopus Tools Analysis. A sample of 54,753 relevant scientific publications indexed by Scopus scientometric databases was generated for the period of 1991–2021. The results of the bibliometric analysis made it possible to determine the basic prerequisites and the main stages of forming green competitive advantages: the first is related to the traditional understanding of competitiveness, its global measurement, the development of the processes of greening economic activity; the second is related to the greening of business activities and the development of the green economy; the third is related to the analysis of competitiveness in the context of green marketing strategies; the fourth is related to shaping the concept of green competitiveness directly. The conducted research formed a theoretical basis for clarifying the content of the concept of green competitiveness as an ability of an enterprise to form and effectively use green competitive advantages, their convergent and complementary effects, which ensure the sustainable development of enterprises, the expansion of the enterprise's competitive position on the market, the increase of investment attractiveness and capitalization, and the formation of an environmental brand.
PurposeInstitutional pressure and corporate social responsibility (CSR) are gaining increasing recognition in scholarly works; however, there is an apparent and unsettled relationship between these ...concepts and the concept of green marketing adoption (GMA) that influences efforts to gain a relative competitive advantage (RCA). This study is aimed at examining the roles of institutional pressure and CSR on GMA and RCA and proposes recommendations for promoting green marketing management and CSC in the banking industry in Vietnam.Design/methodology/approachIn this study, partial least squares structural equation modeling is utilized to investigate the evolution of the structural model, while the hypotheses are evaluated using structural equation modeling (SEM). The data are scrutinized from 288 banking employees through an online survey.FindingsThe results show that the components of institutional pressure exert a significant impact on GMA and RCA, but the level and type of this impact differ. Additionally, the mediating role of the CSR variable in this relationship is revealed. Under the influence of institutional pressure, companies tend to increase their implementation of CSR activities, thereby promoting their GMA and RCA.Originality/valueThis study offers both theoretical and practical implications. Theoretically, this study adds to the extant evidence concerning the significance of CSR integration and institutional pressure to the advancement of GMA. In addition, maintaining a focus on fostering holistic GMA practices has enabled the banking industry in Vietnam to achieve an RCA.
Global resource use and related emissions continue to rise despite decades of public and private sector marketing efforts to encourage more sustainable consumption. One question seldom addressed in ...the sustainability literature is the degree to which sustainable marketing mixes might paradoxically encourage higher levels of consumption by reducing purchase related guilt and costs. The current research examines fast fashion sustainability initiatives and finds evidence of moral self licensing and rebound effects that lead to higher predicted sales even among the most environmentally conscious consumers. Implications for sustainability researchers and practitioners are then discussed.
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