How Cultural Differences Affect the Adoption and Effectiveness of Green Marketing Strategies in Germany

Abstract

Purpose: The aim of the study was to investigate how cultural differences affect the adoption and effectiveness of green marketing strategies in Germany. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Cultural differences significantly impact green marketing in Germany. Germans prioritize authenticity, quality, and performance, alongside environmental consciousness. Trust is crucial, with consumers valuing transparency and credibility in marketing. While price sensitivity remains, competitive pricing enhances success. Tailoring strategies to align with German values is essential for effective engagement and promoting sustainability. Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on how cultural differences affect the adoption and effectiveness of green marketing strategies in Germany. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.