Green Marketing Context Research Articles

Karma Belief and Green Product Purchase Intention: Two Mediating Factors of Environmental Awareness and Global Warming Belief

Green marketing has established as an important topic among scholars and practitioners due to its importance in supporting a better world people are living in. The karma doctrine posits that all decisions and behaviors result in consequences. This belief is widely embraced globally as shown by previous research. Despite the importance of karma belief in daily life, research on the role of karma in consumers’ decision, in particular green marketing context is relatively rare. The purpose of this study is to investigate whether belief in karma can increase the intention to purchase green products. In order to achieve the study’s goal, data from 188 adult respondents were collected in this study. The respondents were reached by the convenience sampling method. Using a quantitative method, this study investigates the existence and type of relationship between constructs; thus, the analytical tool used is Structural Equation Modeling (SEM). This study found that the relationship between karma belief and green product purchase intention is mediated by two constructs, namely, environmental awareness and global warming belief. Theoretical and practical contributions are discussed.

Attentional and emotional brain response to message framing in context of green marketing

BackgroundMessage framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. New methodThis study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. ResultsThe behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing.As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information.Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. ConclusionOur results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.

Does buyer-seller personality match enhance impulsive buying? A green marketing context

ABSTRACT This study investigates the effect of buyer-seller personality similarity on consumers’ impulsive buying. Based on interpersonal similarity theory, the results revealed that buyer-seller similarity in agreeableness and openness increased impulsive buying of agreeable and open-minded buyers with a stronger effect of agreeable buyer-seller dyads. While neurotic buyer-seller dyads showed a significant negative effect on impulsive buying of neurotic buyers. Interestingly, conscientious and extraverted buyer-seller dyads failed to show a significant connection with the impulsive buying behavior. Thus, this study proposes that buyers exhibit different impulsive buying behavior when they interact with corresponding sellers due to their personality matching (mismatching).

Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

A substantial gap – or disconnect – exists between the stated pro-environmental beliefs and actual consumption behaviors of purportedly green consumers. Given this complicating factor, the construction and execution of successful green marketing strategies generally require more than broad-brush development and applications of short-term marketing plans. This study was initiated to evaluate the influence of managed green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context, in an effort to develop insights that will allow green marketers to close this gap. The potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated. A model is developed and tested using a snowballing sample of consumer and five global brands selected from Interbrand. Seven discrete green marketing implications – each related either to the strategic management of green products, promotions, channels, or messages – are revealed.

Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework

This conceptual article applies the customer value (CV) concept in the context of green marketing aiming to provide insights on the factors that motivate and/or hinder the development of consumer–green brand relationships. The article draws upon existing literature on the streams of CV, relationship marketing and environmental behaviour and synthesises relevant findings to propose an integrated conceptual framework entailing all identified types of value and cost, psychographic characteristics, as well as dimensions of relationship quality (RQ) and loyalty. Furthermore, it addresses existing questions on the links among constructs and proposes several relationships that may lead to a better understanding of consumer behaviour towards green brands. Through the here-proposed conceptual model, the article initiates the process of empirically examining the consumer adoption of and relationship development with green brands. The CV framework adopted here may provide practitioners with knowledge on the value and sacrifice factors, as well as the dimensions of RQ that are the most important in targeting green consumers and designing relationship marketing strategies. The article also fulfils an identified gap in the literature, as it is the first that brings together and applies research findings from CV and relationship marketing fields in the green marketing context and proposes an integrated approach to understanding consumer–green brands relationships.

Competing on service and branding in the renewable electricity sector

Green marketing research has traditionally analysed the effect of attitudes and norms on purchase intentions and behaviours. While we are aware of research examining attitudes and behaviours towards green tangible products (e.g., Paladino, 2005), there is no understanding regarding how these factors apply to intangible renewable power services. Similarly, branding and its effects are scant in a contemporary green marketing context. Of this research, most has evaluated the product and not service brands. Some have researched the extent of green branding and its effects on attitudes (e.g., Hartman et al., 2005). Despite this, research evaluating the role of renewable electricity retailer brands and their characteristics is limited. This study works towards understanding this and seeks to bind the existing branding, services marketing and consumer behaviour literatures to understand the motivators behind renewable electricity purchase in Australia.With the introduction of contestable customers and the increase in importance of renewable energy around the world, it is imperative that renewable electricity retailers attract consumer interest and attain their consideration. Using focus group research and in-depth interviews from consumers in Australia, this paper analyses the strategic options available to the power provider to increase their appeal to the consumer. Theoretical and managerial implications are reviewed.

Facing the backlash: green marketing and strategic reorientation in the 1990s

This paper discusses green marketing strategies in the context faced by businesses in the middle to late 1990s. The literature suggests that this context has been characterized by a consumer backlash against green marketing, which has been created by perceived problems in the areas of green product performance and green claims in the late 1980s and early 1990s. Evidence is reported from a qualitative study which investigated corporate perceptions of this context and revealed the strategic orientations which have subsequently been employed by green marketers. The findings suggest that managers do indeed perceive the backlash to have occurred and to have been caused by the factors posited. It is argued that these understandings have assumed the role of myths in shaping organizational perceptions of the green marketing context. Four subsequent strategic routes are identified in the paper, namely passive greening, muted greening, niche greening and collaborative greening. These are described in some detail and managers’ justifications for them are presented. It is shown that each of these strategies might be appropriate for particular situations in the context of the backlash and some of the limitations of the green marketing literature in this respect are highlighted. Finally, some discussion is provided regarding the appropriateness of these strategies in the future and potential avenues for further research are identified.