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.
Objective: The objective of this research was to analyze the contributions of green marketing as a source of competitive advantage for organizations. Methodology: The research adopted the ...systematic review methodology, following the PRISMA guidelines, to analyze articles on sustainable management practices, green marketing and competitive advantage. Search platforms such as Google Acadêmico and Scielo were used, with inclusion criteria for scientific articles in Portuguese published between 2018 and 2023. Exclusion criteria were applied to discard non-pertinent works, resulting in the selection of 7 articles. Results and data analysis: As a result, it was possible to see that the systematic review highlighted green marketing as a source of competitive advantage for organizations, by integrating environmental concerns into market strategies. This enables differentiation, operational efficiency, and more sustainable production processes. In addition, the adoption of sustainable practices attracts consumers engaged with sustainability, increasing the profitability of production models. Certifications such as ISO 14001 demonstrate a commitment to sustainability, giving competitive advantage. Thus, green marketing favors the company's image and, at the same time, engages consumers in sustainable practices, contributing to the positioning of the organization in the market as a socio-environmentally responsible company. Conclusion: It is concluded, therefore, that green marketing not only improves the competitiveness of companies, but also fosters a culture of sustainability and preservation of natural resources, representing a significant contribution to organization, society and the environment.
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.
Green marketing strategy has increasingly become a sustainable business operation goal, and Green Marketing Audit (GMA) is an effective measurement tool. In order to satisfy the green marketing ...quality assurance, the tight integration of green marketing missions, competition, stakeholders’ requirements, and business activities are necessary. This study focuses on the establishment of green marketing audit criteria and priority sequence, using Multiple Criteria Decision Analysis (MCDA) to combine the Analytic hierarchy process (AHP) and Decision Making Trial and Evaluation Laboratory (DEMATEL) techniques. The major contributions of this study are as follows: (1) the proposed model provides a new practical architecture of GMA, which incorporates the experience and judgment of professional experts, and satisfies the needs of existing internal auditing operations; and (2) the GMA evaluation shows that linking the green marketing activities and firm performance contributes to the development of green marketing strategy management in Taiwan.
∙Presenting an effective mechanism for Green Marketing Audit (GMA) measurement.∙Employing theMCDA technique in evaluating the effectiveness of GMAcriteria.∙Multi-dimensional to explore the relationship of GMA infrastructures.∙Stakeholder’s requirementsare the most significantfactorsfor GMA implementation.
This study aims to identify green-hotel attributes and determinants that contribute to guests' intention generation for visiting a green hotel and practicing pro-environmental actions during their ...hotel stay. The study's results find five dimensions (Customer benefit, Energy efficiency, Water efficiency, Recycling policy and Green characteristic) that underlie 24 green-hotel attributes. Out of the five dimensions, Customer benefit, Energy efficiency, and Green characteristic are found to positively affect pro-environmental value and attitude that in turn enhance intention to practice environmentally friendly actions and visit a green hotel, while pro-environmental value does not trigger pro-environmental attitude. Theoretical and managerial implications are discussed.
Abstract Purpose The human influence on the environment and its protection are subjects of marketing communication, and numerous regulations were issued to control the “green” messages. The ...popularity of such practices makes it essential to compare the reactions to green marketing and greenwashing in two European societies and to check how “green” awareness of European consumers translates into behavior. Design/method/approach The review of literature and decisions regulating green marketing is followed by a CAWI study of the French and Polish young consumers ecological attitudes, intentions, and behaviors. ANOVA and linear regression methods were used to analyze data. Findings The French young consumers are more pro-environmentally focused than Poles and display more robust skepticism toward sustainable claims. The Poles, more than the French, focus on the products' primary functions. Both groups show higher levels of spontaneous awareness of greenwashing than average consumers in those two countries. Our hypotheses about relationships of ecological attitudes with purchase intentions and behavior were supported. Surprisingly, there was a negative relation between French nationality and environmental behaviors. Originality/Value There is a regional market segment of European consumers from Generation Z who react similarly to green marketing claims and reject the greenwashing actions. They are highly environmentally aware, but the relationships between their eco-attitudes and behaviors, albeit significant, are weak. Practical implications The marketers aiming their activity at the young customer segment should not expect an immediate influence of ecological attitudes on behaviors. This market segment can instead become a powerful influencing group among their societies.
An increasing body of research addresses consumers' green product purchasing behavior, and yet little work has examined how consumers form perceptions of the greenness of products in the first place. ...Drawing on theories of attribute centrality (the degree to which an attribute is integral in defining an object), the authors argue that products with identical environmental benefits will be judged more or less green depending on whether the benefit stems from a central versus a peripheral attribute. They present four studies that support the hypotheses and explore factors that influence the effect of central attributes, including product category membership and integration of the green attribute with other elements of the product. They include controls for firm motivations and importance of the attribute to the individual consumer. The authors conclude the article with managerial and public policy implications, such as advice for firms on where to make green investments for maximum consumer impact and insight for public policy makers on the need for consumer assistance in objectively evaluating products with identical environmental benefits that achieve those benefits in different ways.
Understanding how determinants of environmental behavior vary across countries and national cultures is an urgent, understudied need. The current research applies meta-analysis to test within the ...theory of planned behavior (TPB) the moderating role of country (development) and national culture (individualism-collectivism) characteristics, using the most recent research (2004–2014), involving 66 articles from 28 countries. The results suggest that in developed and individualistic countries, intention to behave environmentally is more likely to translate to actual behavior, and that attitudes toward the environment are related to environmental intention. Also, in developed countries perceived behavioral control is partially related to environmental intention. Furthermore, the environmental context studied influences the results.
•This is the first meta-analysis studying how determinants of environmental behavior vary across countries and national cultures.•It tests within the TPB framework the moderating role of country (development) & national culture (individualism-collectivism).•The study focuses on the most recent research (2004–2014), involving 67 articles from 28 countries.•A key finding is that in developed & individualistic countries, intention to behave environmentally is more likely to translate to actual behavior.
