UNDERSTANDING GREEN MARKETING STRATEGIES IN SOCIAL ENTERPRISES AND RESPONSIBLE PURCHASE BEHAVIOUR: A LITERATURE REVIEW

Abstract

This study seeks to provide literature on the different green marketing strategies that social enterprises use to attract responsible purchase behaviour based on a Literature Review. The method of this study involves extracting data (articles) from three prominent databases (Scopus, Web of Science and Google Scholar) subscribed by UiTM. Then, research is carried out qualitatively by reading and analysing 21 journal articles to understand concepts, opinions and experiences from previous studies. All articles are summarized in a table, namely journal articles and authors and they are put under their own heading based on article categorization such as social enterprises, green marketing strategy, and responsible consumer purchase behaviour. A few determinants of green marketing strategies are identified and analysed, namely, creating eco-conscious brand image, fostering positive customer environmental attitudes, innovating eco-friendly packaging, networking with other green enterprises and a general category of other influential factors. The results indicate that green marketing strategies in social enterprises are proven effective to attract responsible purchase behaviour. The findings contribute to social entrepreneurship and green marketing literature in terms of effectiveness to attract responsible purchase behaviour. Future research suggestions are provided based on the findings.