scholarly journals Evaluation of Green Marketing Performance: A Methodological Perspective

2020 ◽  
pp. 61-66
Author(s):  
Ilona Skackauskiene ◽  
Neringa Vilkaite-Vaitone
Keyword(s):  
Green Marketing ◽  
Marketing Performance ◽  
Organization Level ◽  
Marketing Orientation ◽  
Methodological Perspective

Green marketing has drawn the attention of academics and practitioners during the last few decades. However, no holistic framework has been developed on how to evaluate the implementation of green marketing orientation at the organization level. The article has an objective to analyze methodological perspective of evaluation of green marketing. Authors have identified that questionnaires, interviews, and observations are the most common methods chosen for the evaluation of green marketing performance. The evaluation of green marketing performance can be based on particular scales applicable for the evaluation of green marketing. This study enriches the literature by building a base for the formulation of benchmarks for the evaluation of green marketing performance in contemporary organization. Results of the research have shown that green marketing performance should be undertaken at strategic, tactical and operational levels.

scholarly journals Methodological Perspective of Evaluation of Green Marketing Performance

2019 ◽  
Vol 33 (1) ◽  
pp. 183-191
Author(s):  
Ilona Skackauskiene ◽  
Neringa Vilkaite-Vaitone
Keyword(s):  
Environmental Performance ◽  
Green Marketing ◽  
Limited Attention ◽  
Business Unit ◽  
Marketing Literature ◽  
Marketing Performance ◽  
Methodological Perspective ◽  
Top Managers ◽  
Source Data

Abstract There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is possible to ground the evaluation of green marketing performance on different methods, criteria and scales used for the evaluation of green marketing. The contribution of the present research focuses on suggesting well-founded guidelines for the evaluation of green marketing performance in a modern organisation. The study suggests evaluating performance of green marketing at strategic, tactical and operational levels.

Conceptualisation, development and validation of green marketing orientation (GMO) of SMEs in India

2014 ◽  
Vol 5 (2) ◽  
pp. 312-337 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Energy Conservation ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Chain Management ◽  
Content Type ◽  
Marketing Orientation ◽  
Strategic Policy

Purpose – The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance. Design/methodology/approach – All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method. Findings – The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention. Research limitations/implications – The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research. Practical implications – GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome. Originality/value – This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.

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.

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 Impact of Strategic and Tactical Green Marketing Orientation on SMEs Performance

2019 ◽  
Vol 09 (05) ◽  
pp. 1633-1650 ◽  
Author(s):  
Mukesh Kumar Mishra ◽  
Dibyendu Choudhury ◽  
K. S. Venu Gopal Rao
Keyword(s):  
Green Marketing ◽  
Marketing Orientation

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.

Market orientation in service clusters and its effect on the marketing performance of SMEs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marcelo Royo-Vela ◽  
Juan Carlos Amezquita Salazar ◽  
Francisco Puig Blanco
Keyword(s):  
Market Orientation ◽  
Future Research ◽  
Content Type ◽  
Managerial Practices ◽  
Marketing Performance ◽  
Marketing Orientation ◽  
Level Data ◽  
Health Related ◽  
Competitor Orientation ◽  
The Relationship

PurposeThis paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of clustered companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the cluster on their marketing performance.Design/methodology/approachThis research used executive-level data that were obtained by carrying out a survey involving a unique dataset of 133 Colombian health-related businesses located in the city of Cali (Colombia) in 2014. A system of equations was modeled using SMART PLS. This analysis was complemented by a qualitative study that involved conducting in-depth interviews in six companies.FindingsThe results showed that, among the SMEs, membership in an urban services cluster did not significantly influence marketing performance or the implementation of marketing orientation practices. No differences were observed in internal managerial practices implemented between companies that were co-located and isolated. However, a higher level of competitor orientation was associated with greater marketing performance. Given the verified absence of moderating and mediating effects, our work provides a reasonable basis for proposing future research and practical recommendations.Originality/valueWhile research has demonstrated the relationship between a company's market orientation and marketing performance, this type of analysis has not been carried out on service SMEs in geographic concentrations or clusters.

Implementing Eco-Innovation by Utilizing the Internet to Enhance Firm's Marketing Performance

2020 ◽  
pp. 1290-1307
Author(s):  
Vincent Didiek Wiet Aryanto ◽  
Yohan Wismantoro ◽  
Karis Widyatmoko
Keyword(s):  
Developing Countries ◽  
Empirical Evidence ◽  
Market Orientation ◽  
Communication Technology ◽  
The Body ◽  
Natural Dyes ◽  
Green Marketing ◽  
The Internet ◽  
Marketing Performance ◽  
Body Of Knowledge

The aim of this study is to explore a proposition of eco-innovation internet-based approach to bridge the gap between market orientation and marketing performance of the batik SMEs in Indonesia. Batik is an Indonesian art of waxed hand painting on the textile by utilizing of natural dyes. The 250 questionnaires were distributed among the SMEs actors; however, 189 out of 250 questionnaires were valid to be further processed. This research has provided some empirical evidence that the approach of e-eco-innovation has a significant impact on marketing performance. Furthermore, market orientation also has a significant impact on both marketing performance and e-eco-innovation. Therefore, the adoption of ICT (Internet & Communication Technology) and eco-innovation may contribute not only to the body of knowledge of green marketing but also for the practice of green marketing amongst SMEs in developing countries.

A Study of Green Marketing Practices in Indian Companies

2015 ◽  
pp. 991-1010
Author(s):  
Bhimrao Ghodeswar ◽  
Prashant Kumar
Keyword(s):  
Structural Equation ◽  
Conceptual Development ◽  
Green Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Green Communication ◽  
Confirmatory Factor Analyses ◽  
Environmental Orientation ◽  
Marketing Orientation ◽  
Marketing Activities

The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product design innovations, responsible sourcing, recycling practices, price setting behaviour, ethical standards, responsible advertising, green communication practices, building green product credibility and consumer engagement practices were identified as core green marketing practices that determine green marketing orientation. Results of the study offer the elements of green marketing mix and a broad understanding of green marketing orientation. The study is limited for not making substantial inferences between different industries or specific company types. Results of the study enable green marketers to understand the ways of developing environmental orientation of their marketing activities aimed to produce profitable exchanges through increased levels of adaptation to the market. The study makes significant contribution in developing multi-disciplinary approach for conceptual development in green marketing and is one of its own kinds to study green marketing orientation.

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