Green Marketing Mix

2015 ◽  
Vol 6 (3) ◽  
pp. 42-59 ◽  
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Review Of Literature ◽  
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

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.

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.

Developing Leadership Talent in Adolescents and Emerging Adults: A Systematic Review

2021 ◽  
pp. 001698622110075
Author(s):  
Melanie S. Meyer ◽  
Anne N. Rinn
Keyword(s):  
Systematic Review ◽  
Emerging Adults ◽  
Gifted Education ◽  
Talent Development ◽  
State Standards ◽  
Database Search ◽  
Future Research ◽  
Review Of Literature ◽  
Leadership Programs ◽  
Service Models

Leadership talent development has been identified as a priority in national and state standards for gifted education. However, leadership programs in schools are not always supported by mandates or funding in individual states and implementation is not always feasible within the constraints of local gifted service models. Although some research has been devoted to leadership for gifted and high-ability adolescents and emerging adults, a limited number of studies on the identification, measurement, and development of leadership talent have been conducted. This systematic review of literature examined existing research on leadership talent development for adolescents and emerging adults. A database search identified 38 quantitative, qualitative, and mixed methods studies that were screened, summarized, and synthesized for discussion. The review highlighted research contexts, definitions of leadership, and themes that captured the recommendations researchers made across studies. Implications for developing leadership talent and suggestions for future research are discussed.

Value co-creation: a review of literature and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Victor Saha ◽  
Praveen Goyal ◽  
Charles Jebarajakirthy
Keyword(s):  
Systematic Review ◽  
Future Research ◽  
Review Of Literature ◽  
Relevant Research ◽  
Research Papers ◽  
Future Directions ◽  
Content Type ◽  
Extant Literature ◽  
Future Research Agenda ◽  
Theoretical Perspectives

Purpose The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain. Design/methodology/approach The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature. Findings The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain. Research limitations/implications The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC. Originality/value This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

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

scholarly journals Takāful demand: a review of selected literature

2020 ◽  
Vol 12 (3) ◽  
pp. 443-455
Author(s):  
Maizaitulaidawati Md Husin ◽  
Razali Haron
Keyword(s):  
Systematic Review ◽  
Past Research ◽  
Research Direction ◽  
Future Research ◽  
Review Of Literature ◽  
Content Type ◽  
Develop Market ◽  
Islamic Insurance ◽  
Published Research ◽  
Practical Implications

Purpose This paper aims to provide a systematic review of literature on the demand for takāful (Islamic insurance) from articles published from January 2009 to June 2019. The review aims to synthesise and segment previously published research to identify the gaps and provide future research direction. Design/methodology/approach A systematic review of the literature was conducted. Past research was analysed, and content comparisons based on research focus, context and methodology were evaluated. Findings It was found that not much has been written and published on takāful demand in quality journals. The first two articles were published in 2009, but it was only in 2017 that coverage of the topic rapidly expanded. Although no article was found to have been published in 2018 on takāful demand, there was one published article on the topic in 2019. This paper also found that not much attention has been given to takāful demand from the corporate sector. Research limitations/implications The defined rule for document searching and selection excluded out-of-scope documents that might be relevant. Furthermore, as this paper concentrates exclusively on articles published in English journals, the possibility that other relevant works do appear elsewhere in a different language is not denied. Practical implications Factors determining takāful demand are provided, and general directions are discussed, which managers can use to develop market share further. Originality/value Such an extensive review of literature on takāful demand has not been done before. Other than revealing ambiguities, gaps and contradictions in the literature, this paper sketches an avenue for further research. It also provides information and guidance for other researchers wishing to embark on research on takāful demand.

Systematic Review of Literature: Social Capital and Adolescents who are Deaf or Hard of Hearing

2019 ◽  
Vol 24 (4) ◽  
pp. 319-332
Author(s):  
Timothy J Byatt ◽  
Kerry Dally ◽  
Jill Duncan
Keyword(s):  
Systematic Review ◽  
Social Capital ◽  
Psychosocial Development ◽  
Hard Of Hearing ◽  
Role Models ◽  
Future Research ◽  
Review Of Literature ◽  
Research Directions ◽  
Future Research Directions

Abstract Outcomes have improved for adolescents who are deaf or hard of hearing (DHH) in recent years in areas such as language and speech; however, outcomes such as pragmatic and psychosocial development are still not equal to adolescents with typical hearing. This systematic review of literature explored recent research as it pertains to social capital and adolescents who are DHH. The inclusion criteria were extended to include other populations who are DHH and adolescents with other disabilities to identify future research directions. Themes identified in the reviewed literature viewed through social capital theory included psychosocial outcomes; the importance of language; the benefit of online social networking sites; the role of the family; the role of the school; inclusion and identity; role models; and post-school transition. Results demonstrated that social capital is an area with much promise as it relates to buffering outcomes for adolescents who are DHH. More empirical evidence is required in the form of quantitative research using validated social capital instruments and qualitative research that gives a voice to adolescents who are DHH. The role of social capital in facilitating inclusion, identity, and friendships, were identified as possible future research directions.

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 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.

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