GREEN MARKETING STRATEGY, GREEN CORPORATE IMAGE AND SUSTAINABILITY PERFORMANCE: INSIGHTS FROM READYMADE GARMENT FIRMS IN BANGLADESH

2020 ◽  
Vol 2020 ◽  
pp. 158-160
Keyword(s):  
Marketing Strategy ◽  
Corporate Image ◽  
Green Marketing ◽  
Sustainability Performance

GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework

2019 ◽  
Vol 23 (2) ◽  
pp. 170-179 ◽  
Author(s):  
Husna Ara ◽  
Jasmine Yeap Ai Leen ◽  
Siti Hasnah Hassan
Keyword(s):  
Marketing Strategy ◽  
Conceptual Framework ◽  
Conceptual Model ◽  
Manufacturing Industry ◽  
Green Marketing ◽  
Apparel Manufacturing ◽  
Sustainability Performance ◽  
Business Operations ◽  
Proposed Model ◽  
Increasing Demand

Recent research shows that traditional business tactics do not support an organization’s goal to be environmentally-friendly as is expected by today’s stakeholders. The increasing demand by stakeholders to go green has pressured firms to adopt ‘green marketing’ as a viable organizational strategy. This study offers a conceptual model demonstrating the influence of green marketing strategy (GMS) on sustainability performance in the apparel manufacturing industry, specifically in the B2B context. By achieving sustainability performance in terms of economic, environmental and social parameters, an organization can simultaneously consider the needs of the environment, society and company. Despite numerous empirical researches on various environmental strategies, there is a dearth of literature regarding GMS and the sustainability performance of the apparel manufacturing industry. Hence, through this proposed model, the authors argue that comprehensive implementation of green marketing throughout the business operations would play a substantial role in attaining sustainability performance.

scholarly journals Green Marketing Strategy as a Sustainable Solution to Tourism Development in Vietnam

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 116-132
Author(s):  
Hoang Phuong Nguyen ◽  
Viet Duc Bui
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Marketing Strategy ◽  
Corporate Reputation ◽  
Business Performance ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Corporate Social ◽  
The Relationship

The study conducted a theoretical review and review of previous studies shows that the research gap is the correlation between social responsibility factors, green marketing strategy, corporate reputation and business performance. The practical context of the tourism service industry in Vietnam is also necessary and suitable for research. The study's overall objective is to propose and test a model on the relationship between corporate social responsibility, green marketing strategy, corporate reputation, and business performance. In the case of the study, it is a travel service business in Ho Chi Minh City. The research methodology of the research is a mixed-method, performed sequentially as follows: the first qualitative research through interviews with 10 experts to consider the necessity of the research problem in Vietnam, to adjust and supplement the scales for research concepts; Quantitative research with a questionnaire survey. According to the quota principle (quota), the sample was selected with a sample size of 218 travel companies to test the proposed theoretical research model. A second qualitative study was performed to aid the interpretation of the results from quantitative data analysis. Research results have identified stakeholders in the tourism industry, including tourists, travel businesses, local authorities and local people. The relationships between research concepts are confirmed, including corporate social responsibility, green marketing strategies that have a positive impact on corporation reputation, corporate social responsibility is found to have a positive impact on green marketing strategies, corporate social responsibility, green marketing strategies, and corporate reputation all have positive effects on business results. At the same time, the enterprise's characteristics in terms of the main type of business and the size of the business are identified as having differences in the relationship between research concepts.

scholarly journals Strategies of Green Marketing as tool of Competitive Advantage

2019 ◽  
Vol 7 (2) ◽  
pp. 257-265
Author(s):  
Arslan Afzal Ansari ◽  
Muhammad Waqas Ameer ◽  
Lubna Tabbassum
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Great Increase ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Basic Tool ◽  
The Impact

This paper aims to find out the impact of green marketing strategies as tool of competitive advance for the firm. Green marketing is a basic tool and marketing strategy to get competitive advantage on other firms in the market. The firms which are going green are enjoying high returns and a great increase in their profits. Moreover these firms also have competitive advantage on other firms in the market.

scholarly journals The effects of customer perceived value and perceived innovation on green products

2021 ◽  
pp. 1407-1414 ◽  
Author(s):  
Doni Purnama Alamsyah ◽  
Norfaridatul Akmaliah Othman ◽  
Ahmad Setiadi ◽  
Lia Mazia ◽  
Rudiah Md Hanafiah
Keyword(s):  
Marketing Strategy ◽  
Research Finding ◽  
Environmentally Friendly ◽  
Perceived Quality ◽  
Customer Behavior ◽  
Environmental Issue ◽  
Green Marketing ◽  
Green Products ◽  
Customer Perceived Value ◽  
Green Trust

Customer behavior of environmentally friendly products becomes marketing attention by implementing a green marketing strategy to improve customer’ green trust. The study concentrates on the correlation of eco-label attribute, perceived innovation, perceived quality, and green trust of a customer. The study was conducted in 2020 with a survey of supermarket’s customers who were familiar with green products. There were 200 customers who were selected randomly; data from a customer was taken by questionnaire. Then, data from the questionnaire was processed by using SEM approach through SmartPLS. The research finding determined that the implementation of an eco-label attribute may influence on customer’ green trust directly through customer perceived quality. Furthermore, it was determined that customer perceived quality could play the mediation role between eco-label attributes and green trust. Besides, it has known that the value of innovation of green products could not be affected by eco-label attributes and it could not affect customer’s green trust. The study provides a recommendation from the model of green customer behavior with mediation focuses on customer perceived quality. The finding can provide important information for marketers and producers who use the environmental issue, and it is implemented to green marketing strategy.

A Balanced Scorecard Framework for Measuring Sustainability Performance of Business Organizations

2020 ◽  
pp. 140-163
Author(s):  
Varun Arora
Keyword(s):  
Balanced Scorecard ◽  
Numerical Study ◽  
Corporate Image ◽  
Global Reporting Initiative ◽  
Business Organizations ◽  
Sustainability Performance ◽  
Financial Benefits ◽  
Network Process ◽  
Corporate Social ◽  
Corporate Social Responsibility Reports

Sustainability is about meeting the needs of today without compromising the needs of future generations. It involves focus on three main dimensions, economic, environmental, and social, for achieving overall performance. Majority of the companies are adopting sustainability for business growth and boosting their corporate image for long term competitiveness, thereby receiving financial benefits as well. Sustainability is a concept that has come into picture a few years back and presently making a big mark in every field. A balanced scorecard framework is proposed for measuring sustainability performance of business organizations. Four main dimensions are considered, namely organization, process, core, and learning. Each of these dimensions comprises of various indicators obtained from global reporting initiative (GRI) and corporate social responsibility reports. The application of the sustainability scorecard is performed via multi criteria decision making technique called analytical network process (ANP). A numerical study is provided.

scholarly journals Green supply management and green marketing strategy on green purchase intention: SMEs cases

2020 ◽  
Vol 13 (1) ◽  
pp. 79 ◽  
Author(s):  
Dyah Sugandini ◽  
Muafi Muafi ◽  
Christin Susilowati ◽  
Yuni Siswanti ◽  
Wirman Syafri
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Marketing Strategy ◽  
Environmentally Friendly ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Green Products ◽  
Chain Management ◽  
Green Purchasing

Purpose: This study aims to analyze green supply chain management (GSCM) and green marketing strategies (GMS) to green purchasing intentions (GPI). This study conducts on craft SMEs in the Special Region of Yogyakarta, Indonesia. Design/methodology/approach: This study uses primary data which is obtained through questionnaires. The unit of analysis in this study is organizations and individuals. The sampling technique is purposing sampling, with the criteria of SMEs that conduct environmentally friendly production processes and consumers who have ever bought green products. Data analysis uses structural equation modeling. Research limitations/implications: This study is limited by relatively small sample size. The sample is only environmentally oriented SMEs. Large companies that are also environmentally friendly have not been included as samples in this study, so the results of this study only generalized to SMEs. Future research should accommodate these two types of companies, namely SMEs and companies, so that it can be easier to generalize the findings and allow different tests of GSCM to be applied to SMEs and large companies. This study only analyzed GSCM from two dimensions, namely GP and GCC. Other variables that can be used to explain GSCM are internal environmental, green information systems, eco-design and packaging. Practical implications: GSCM can be started with conducts the right GP and always coordinating with consumers which related to green products. GP (green purchasing) and GCC (green consumer cooperation) as GSCM elements have a strong association in predicting the success of a green marketing strategy. It is expected that SMEs should pay attention to the raw material purchase so that the problem of environmentally friendly raw materials can be truly obtained to enter the production process and produce environmentally friendly products. Originality/value: This study analyzes the relationship between GSCM practices and organizational performance in the green marketing and business strategies context, where there is still a scarcity of studies in this context. Besides that, there is an increase in awareness of green operations and green marketing in Asia, but the relevant studies in Asian countries have not been conducted much, especially in Southeast Asia. The result of this study proves that the GSCM model can increase value along the supply chain by emphasizing green supply chain management and green marketing.

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