From Green Marketing to Marketing for Environmental Sustainability

2011 ◽  
Author(s):  
Debra L. Scammon ◽  
Jenny Mish
Keyword(s):  
Environmental Sustainability ◽  
Green Marketing

scholarly journals GREEN MARKETING: STRATEGY FOR GAINING SUSTAINABLE COMPETITIVE ADVANTAGE IN INDUSTRY 4.0

2019 ◽  
Vol 9 (2) ◽  
Author(s):  
Ika Purwanti ◽  
Muhammad Dzikri Abadi ◽  
Umar Yeni Suyanto
Keyword(s):  
Competitive Advantage ◽  
Environmental Sustainability ◽  
Industrial Revolution ◽  
Green Marketing ◽  
Environmental Damage ◽  
Business Practices ◽  
Sustainable Competitive Advantage ◽  
Public Concern ◽  
Library Research ◽  
Definition Of

This study would like to explains conceptual green marketing and its role as a source sustainable competitive advantage in industrial revolution 4.0. The environmental issue is a sizzling topic nowadays as almost every country’s government and society has started to be more aware of these issues. Plus, there is currently a phenomenon of industrial revolution 4.0 which demands business practices to be more consumer-oriented. Public concern over environmental damage has made marketers know the needs and value of environmentally friendly marketing, namely green marketing. which is a new strength to create a sustainable competitive advantage. This study is a library research gathering and analyzing information from related references and theories, which have become the basic foundation and sources in analyzing problems in this research. This study seeks to offer Green Marketing ideas as the latest approach in dealing with various business threats. The results show that green marketing able to encourage companies to prepare themselves faster and better, the definition of green marketing has changed over time according to the growing relevance of environmental sustainability. 

Towards green product consumption: effect of green marketing stimuli and perceived environmental knowledge in Indian consumer market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepak Jaiswal ◽  
Bhagwan Singh ◽  
Rishi Kant ◽  
Abhijeet Biswas
Keyword(s):  
Environmental Sustainability ◽  
Emerging Market ◽  
Green Marketing ◽  
Policy Implications ◽  
Environmental Knowledge ◽  
Green Products ◽  
Cognitive Approach ◽  
Content Type ◽  
Purchasing Behaviour ◽  
Green Purchasing

Purpose Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market. Design/methodology/approach The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects. Findings The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent. Research limitations/implications The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption. Originality/value The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.

Green Marketing and Branding

2019 ◽  
pp. 213-229
Author(s):  
Asli Kuscu
Keyword(s):  
Environmental Impact ◽  
Conceptual Framework ◽  
Environmental Sustainability ◽  
Public Support ◽  
Economic Benefits ◽  
Green Marketing ◽  
Macro Level ◽  
Consumer Spending ◽  
Green Consumption ◽  
Marketing Activities

Green products and services have become an important part of consumption, as consumers' knowledge and concern towards environmental sustainability has increased and they have started to concentrate on their environmental impact. Nonetheless, green marketing still constitutes a small portion of the overall consumer spending. This chapter aims to highlight the importance of marketing activities in the adoption and social normalization of green consumption by the consumers generating public support and economic benefits for the companies as well as environmental and social gains for the society in return. Combining both micro and macro-level determinants and consequences, a conceptual framework is suggested which aims to contribute to literature both theoretically and practically.

Nexus of Green Management, Green Marketing, Sustainability, and Financial Performance

2021 ◽  
pp. 353-373
Author(s):  
Adenike Oyelola Soogun
Keyword(s):  
Financial Performance ◽  
Environmental Sustainability ◽  
Financial Services ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Management ◽  
Firm Financial Performance ◽  
Long Run ◽  
Holistic Practice ◽  
The Impact

Consumer and organizational awareness of environmental sustainability is ever increasing. In the era of global warming and climate change, organizations need to move away from traditional marketing strategies to green marketing strategies and green management to remain sustainable. The objectives of this chapter are to provide stakeholders with the overview and importance of green marketing, establish the link between green marketing mix and strategic green marketing, and reveal what organizations should focus on in developing green management to remain competitive and profitable. Green marketing strategies activities for financial services were highlighted, and lastly, the authors examined the impact of green management on firm financial performance. The chapter offers a holistic practice and recommendation of going green for both financial services and other businesses. Practical implications for managers were pointed out through commitment to green marketing and management to yield positive outcomes on firm financial performance in the long run.

A STUDY ON GREEN MARKETING AND THE CUSTOMER OPINION OF THE INNOVATIVE MARKETING

2021 ◽  
Vol 12 (1) ◽  
pp. 133-142
Author(s):  
Aman Yadav ◽  
◽  
Dr. Sulakshna Tiwari ◽  
Keyword(s):  
Global Warming ◽  
Environmental Sustainability ◽  
Current Level ◽  
Green Marketing ◽  
Business Sector ◽  
Security And Protection

Green marketing refers to the practice of developing and advertising products based on their real or perceived environmental sustainability. Such an item or administration might be harmless to the ecosystem in it or delivered as well as bundled in a harmless to the ecosystem way. green promoting has arisen which represents developing business sector for economical and socially mindful items and administrations. There have been various endeavors to give a substantial clarification to the presence of irregularities among conduct and perspectives, impacts of outer factors, and absence of estimation dependability and legitimacy. Further, the banks may focus on the elements mindfulness, security and protection, unwavering quality and trust, and faithfulness variables of green promoting to expand the fulfillment level of their clients which make ready for the accomplishment of green showcasing framework in India than the current level. mindfulness and dependability (p=0.000, r=0.466), mindfulness and security and protection (p=0.000, r=0.437), unwavering quality and trust and devotion (p=0.000, r=0.435) and connection among's unwavering quality and security and protection (p=0.000, r=0.401). The survival of the marketing industry is inversely proportional to the level of global warming. Therefore, The initiative towards Green marketing shows sustainability.

scholarly journals PENGARUH ALAT PEMASARAN HIJAU TERHADAP PERILAKU PEMBELIAN KONSUMEN

2018 ◽  
Vol 7 (4) ◽  
pp. 2164
Author(s):  
Ni Made Ari Puspa Dewi ◽  
Ketut Rahyuda
Keyword(s):  
Marketing Strategy ◽  
Environmental Sustainability ◽  
Sampling Method ◽  
Sampling Technique ◽  
Green Marketing ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Analysis Techniques ◽  
Marketing Tool ◽  
Dominant Influence

The phenomenon of increasing awareness and concern for environmental sustainability encourages every individual to consume environmentally friendly products that make the company implement green marketing strategy. One company that implements the green marketing strategy of PT. Martina Berto, Tbk with its products Sariayu Martha Tilaar. The purpose of this study is to determine the effect of green marketing tools in the form of eco label, eco brand, and environmental advertisement and which variables dominantly influence consumer buying behavior of Sariayu Martha Tilaar. This research uses quantitative approach and conducted in Denpasar City. The sample in this study amounted to 112 respondents with non-probability sampling method of purposive sampling technique. Data collection was done through interviews and questionnaires. Data analysis techniques used multiple linear regression. The results of this study indicate that all hypotheses are accepted. Eco label has a positive and significant impact on consumer purchasing behavior. Eco brand has a positive and significant impact on consumer purchasing behavior. Environmental advertisement has a positive and significant impact on consumer purchasing behavior. Eco brand is a variable of green marketing tool that has dominant influence to consumer purchasing behavior.

scholarly journals Students Awareness of Green Consumer Behaviour and Sustainable Environment in Ghana: Using OpenBugs

2021 ◽  
Vol 13 (2) ◽  
Author(s):  
Solomon Abekah Keelson ◽  
Joseph Ahinful Johnson
Keyword(s):  
Environmental Sustainability ◽  
Consumer Behaviour ◽  
Simple Random Sampling ◽  
Green Marketing ◽  
Internet Survey ◽  
Survey Method ◽  
Green Product ◽  
Marketing Theory ◽  
Buying Behavior ◽  
Green Products

Green marketing has been widely studied because of its importance in marketing theory. The purpose of this green marketing study unlike previous ones was to examine student’s awareness of how their green consumer behaviour impact environmental sustainability. A total of three hundred and seventeen (317) tertiary students from the Technical Universities of Ghana were used as respondents in a simple random sampling approach, using the internet survey method. Using the OpenBUGS Bayesian statistical technique, the findings of the present study showed an average level of awareness of green products; students consider the potential environmental impact of their actions when making purchase decisions, and as their purchase habits are affected by their concern for the environment. Thus, students are able to distinguish between green product and non–green product. Again, they know the benefits of green products, and would prefer buying green product as first option. Moreover, they believe green buying behavior can contribute to saving the environment because the study showed a direct relationship between buying behavior and the environmental concerns. Finally, the ANOVA results revealed that male students’ response to green product is positive compared to their female counterparts, whose response to green product are negative. The study recommended that institutions could include in their marketing curricula subjects that train students on consumer knowledge, awareness, values, attitudes, expectations, perceptions and concerns for the environment.

scholarly journals ASPECTS OF GREEN MARKETING, PRODUCTS, PRICES, AND BUYING INTEREST AT SUPER INDO OUTLETS

2022 ◽  
Vol 9 (12) ◽  
pp. 286-298
Author(s):  
Andreas Ari Sukoco ◽  
Jonathan Herdioko ◽  
Brigitta Evelyn Krisanta
Keyword(s):  
Data Collection ◽  
Environmental Sustainability ◽  
Consumer Welfare ◽  
Green Marketing ◽  
Validity And Reliability ◽  
Business Context ◽  
Field Data Collection ◽  
Independent Variable ◽  
Moderation Model ◽  
The Relationship

Green marketing is basically a social marketing concept that protects and builds consumer welfare by paying attention to environmental sustainability. In the business context, the green marketing aspect is starting to become an aspect that is used as the basis for showing the advantages of a business. This study aims to see how green marketing moderates the effect of product and price on consumer buying interest. The aspects studied in this study include product aspects, price aspects, green marketing aspects and their influence on buying interest. The study was conducted in Yogyakarta with random sampling of Super Indo consumers. Field data collection is carried out in the period from May to July 2021. Data collection is carried out by distributing questionnaires with validity and reliability tests first. Data analysis was carried out using the Regression-Moderation model with product and price aspects as independent variables. Aspects of buying interest as an independent variable, while the green marketing variable as a moderating variable. The results of this study indicate that product and price aspects in general still have an effect on consumer buying interest. Meanwhile, an understanding of green marketing has a significant influence in moderating the relationship between products and consumer buying interest in Super Indo Supremarket retail.

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