Green Marketing Mix A Model towards Sustainability

2018 ◽  
Vol 06 (09) ◽  
pp. 23-27
Author(s):  
M. Goyal ◽  
M. S. Pahwa
Keyword(s):  
Marketing Mix ◽  
Green Marketing

scholarly journals IMPACT OF GREEN MARKETING ON INDIAN ECONOMY

2020 ◽  
pp. 9-12
Author(s):  
Naina Kaur ◽  
Puneet Kaur Dhingra
Keyword(s):  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
The Other ◽  
Green Products ◽  
Multinational Organizations ◽  
Indian Economy ◽  
Environmental Marketing ◽  
Green Consumers ◽  
Rapid Pace

Green marketing is growing at a rapid pace and has become the latest buzzword for the society, where firms are putting extra efforts for a greener world, while adopting latest and innovative production methodology. On the other hand, consumers are equally interested in switching brands or even paying a premium for a greener alternative with a view of indulging in a healthy and safe lifestyle. This study would emphasis on environmental marketing strategies, its sustainability as well as the 4 components of green marketing mix. This paper would highlight the nature of environmental marketing, how imperative it is to produce and sell green products, which initiates a step towards saving our nature with its benefits, while also discussing its inhibitors related to eco-marketing. Nevertheless, this research would analyse the importance and need of green marketing for growing Indian companies, deducing from the fact that not only customers are changing their buying preferences but multinational organizations are also taking mammoth steps to produce green products or services in order to protect depletion of ozone layer. KEYWORDS: green marketing, sustainability, green products, green consumers, eco-marketing

Green Marketing Mix

2019 ◽  
pp. 1611-1629
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

Green marketing mix: A case study of Brazilian retail enterprises

2019 ◽  
Vol 28 (3) ◽  
pp. 111-116
Author(s):  
Adriana Beatriz Madeira
Keyword(s):  
Marketing Mix ◽  
Green Marketing

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

scholarly journals The Impact of Green Marketing on Green Consumer Behaviour in Jordan

2019 ◽  
Vol 15 (1) ◽  
pp. 36
Author(s):  
Arwa Hisham Rahahleh ◽  
Monira Abdallah Moflih ◽  
Zaid Ahmad Alabaddi ◽  
Jihad Farajat ◽  
Sanaa Nawaf AL-Nsour
Keyword(s):  
Natural Resources ◽  
Quantitative Method ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
General Purpose ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Limited Resources ◽  
Marketing Activities ◽  
The Impact

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

scholarly journals THE GREEN MARKETING MIX: A REVIEW OF CUSTOMERS’ BODY SHOP PURCHASE INTENTION

2019 ◽  
Vol 3 (2) ◽  
pp. 400
Author(s):  
Genoveva Genoveva ◽  
Lyliana Levina
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Action Plan ◽  
Marketing Mix ◽  
Environmental Issue ◽  
The Body ◽  
Green Marketing ◽  
Body Shop ◽  
Purposive Sampling ◽  
The Body Shop

Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan.  Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop®  is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop  towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.

scholarly journals The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies

2019 ◽  
Vol 12 (1) ◽  
pp. 221 ◽  
Author(s):  
Eijaz Ahmed Khan ◽  
Pradip Royhan ◽  
M. Ashiqur Rahman ◽  
Mohammed Mizanur Rahman ◽  
Ahmed Mostafa
Keyword(s):  
Structural Equation ◽  
Business Performance ◽  
Small Firms ◽  
Marketing Mix ◽  
Green Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Mediation Effects ◽  
The Impact ◽  
Labeling Strategies

Global green trends are creating new challenges and opportunities for entrepreneurs worldwide with customers now more environmentally aware and willing to pay extra for green services and products. In considering this phenomenon, the current study focuses on the positive influence of enviropreneurial orientation on the business performance of small firms and explores the mediation effects of green marketing mix and eco-labeling strategies. Drawing upon the natural resource-based view (NRBV) and the dynamic capability view (DCV), we tested our multiple mediation model with a sample of owners/managers of 160 small firms from Bangladesh, with these firms coming from the sectors of trading, manufacturing, and services. To test the study’s hypotheses, we employed the variance-based structural equation modeling (SEM) method, using the partial least squares (PLS) technique. The results reveal that green marketing mix and eco-labeling strategies transmit the effect of enviropreneurial orientation to business performance of small firms. Both strategies are found to be mediators in the relationship between enviropreneurial orientation and business performance of small firms. The study also offers suggestions for future research.

A Systemic Approach to Strategies for Green Innovative Products

2019 ◽  
Vol 118 (8) ◽  
pp. 190-197
Author(s):  
K.S. Chandrasekar ◽  
Dr.P.N. Harikumar
Keyword(s):  
Product Development ◽  
Marketing Mix ◽  
Green Marketing ◽  
Systemic Approach ◽  
Green Product ◽  
Quality Performance ◽  
Green Product Development ◽  
Innovative Products ◽  
Detrimental Impact

Green Marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the natural Green environment. Green marketing has evolved over a period of time. It has hence become imperative to have green innovative products to ensure that overall health and cost is taken care. In this context, this article throws light on the systemic approach to strategies that can be aimed at green innovative products. This study explores the possibility of green product development, harnessing marketing mix strategically etc.,

Green Marketing Strategies and Marketing Performance

2019 ◽  
pp. 1444-1463
Author(s):  
Serkan Kılıç ◽  
Erkan Özdemir
Keyword(s):  
Communication Strategies ◽  
Marketing Channel ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Marketing Communication ◽  
Green Products ◽  
Web Based ◽  
Marketing Performance ◽  
Questionnaire Method

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.

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