The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment

2014 ◽  
Vol 43 (7) ◽  
pp. 1246-1257 ◽  
Author(s):  
Robert Glenn Richey ◽  
Carolyn F. Musgrove ◽  
Stephanie T. Gillison ◽  
Colin B. Gabler
Keyword(s):  
Green Marketing ◽  
Marketing Performance ◽  
Resource Commitment ◽  
Environmental Focus ◽  
Moderating Role

scholarly journals Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

2019 ◽  
Vol 11 (9) ◽  
pp. 2653 ◽  
Author(s):  
Thi Thu Huong Nguyen ◽  
Zhi Yang ◽  
Ninh Nguyen ◽  
Lester W. Johnson ◽  
Tuan Khanh Cao
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Mediating Role ◽  
Green Food ◽  
The Relationship ◽  
Moderating Role ◽  
Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

Exploring the Mediating and Moderating Role of Services Marketing Strategy and Safety and Security Measures in the Tourism Industry

2016 ◽  
Vol 7 (1) ◽  
pp. 1-26
Author(s):  
Rania B. Mostafa ◽  
Lamiaa I. Hefny
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Customer Orientation ◽  
Services Marketing ◽  
Tourism Industry ◽  
Security Measures ◽  
Policy Makers ◽  
Marketing Performance ◽  
Moderating Role

The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hieratical Regression method. Findings reveal that a travel agency's ability to transform its customer orientation and/or innovation orientation into enhanced business performance depends on its ability to offer innovative service marketing strategy. Moreover, this study supported the importance of safety and security measures in improving the firm performance because they strengthen the positive effect of the tourism strategy, namely innovative services marketing strategy on the marketing performance. The research highlights the importance of innovative services marketing strategy and safety and security measures for academics, travel agency's managers and policy makers.

scholarly journals The role of ecological innovation and ecological marketing towards green marketing performance improvement

2020 ◽  
Vol 1 (11) ◽  
pp. 98-112 ◽  
Author(s):  
Cicik Harini ◽  
◽  
Sony Heru Priyanto ◽  
John J. O. I. Ihalauw ◽  
Roos Kities Andadari ◽  
...  
Keyword(s):  
Performance Improvement ◽  
Green Marketing ◽  
Marketing Performance ◽  
Ecological Innovation

scholarly journals Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling

2021 ◽  
Vol 13 (8) ◽  
pp. 4494
Author(s):  
Eunhye Park ◽  
Junehee Kwon ◽  
Sung-Bum Kim
Keyword(s):  
Topic Modeling ◽  
Behavioral Intentions ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Environmental Consciousness ◽  
Online Platforms ◽  
Positive Attitudes ◽  
Mixed Approach ◽  
Moderating Role

This study aimed to examine the effects of two types of green information conveyed via online platforms and the moderating role of environmental consciousness on customers’ green perceptions, positive attitudes, and behavioral intentions. This study performed a 2 (firm-initiated green information: absent, present) × 2 (customer-generated green information: absent, present) experiment. These mixed methods were further implemented by using both open-ended surveys and structured measurements. Open-ended survey answers were analyzed with structural topic modeling to discover customers’ green perceptions. The results highlighted the importance of customer-generated green information to support firm-initiated green marketing, consequently leading to enhanced customer satisfaction and behavioral intentions. Although displaying green information generated by both the company and its customers is effective in enhancing green perceptions, customers may react differently depending on their levels of environmental consciousness.

Will ‘doing right’ lead to ‘doing well’? An examination of green behavior

2018 ◽  
Vol 35 (2) ◽  
pp. 169-182 ◽  
Author(s):  
Anupama Sukhu ◽  
Robert Scharff
Keyword(s):  
Customer Loyalty ◽  
Reasoned Action ◽  
Subjective Norms ◽  
Green Marketing ◽  
Content Type ◽  
Level Of Education ◽  
Green Behavior ◽  
Moderating Role ◽  
Green Hotels

Purpose The purpose of this research was to identify the drivers of customer loyalty in the context of green marketing. In particular, the extended theory of reasoned action model specified here added crucial constructs in consumer behavior, namely, consumers’ trust and beliefs about corporate social responsibility, to increase the predictability of the model. Additionally, the moderating role of level of education in predicting customer loyalty to hotels was also examined. Design/methodology/approach A mixed methodology was used for the study. A structural mixed methodology was used for the study. A structural model was developed to understand the theoretical relationships between identified constructs. Additionally, multiple regression analyses were used to identify the moderating role of level of education in predicting consumer loyalty. Data collected through an online survey from 446 hotel guests were used for the analyses. Findings The results indicated that in addition to attitude and subjective norms, consumers’ trust in hotels’ intentions to be green influence their loyalty to green hotel enterprises. Further investigation also showed significant moderating influence of levels of education in their choice to be loyal to green hotels. Research limitations/implications Even though the majority of the study’s sample has extensive travel experience, the data were collected from university employees, which might have limited the findings of this study. Practical implications Consumers need to trust ethical claims in adopting green practices to become loyal customers. Hence, it is imperative for marketers to convey that their business believe in proenvironmental activities. Additionally, marketers should not neglect their level of education because it influences their loyalty to green hotels. Green marketing should target not only an individual customer but also his/her ties to significant others, because subjective norms influence customer loyalty to green hotels. Originality/value This research developed a comprehensive model to understand customer loyalty to green hotels, thus providing insights to marketers and academics about a timely subject, namely, green behavior. In doing so, this research added crucial constructs to extend the traditional model of theory of reasoned action as well as examined the moderating role of level of education in the identified model.

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