Green Marketing Mix Research Articles

Consumer Green Products through the Lens of Bibliometrics: Trends analysis

The growth of articles is reflected in the increasing interdisciplinary research and publications on consumer green products. Scholars from fields as diverse as business, management and accounting, environmental science, social science, and engineering have contributed to more than 400 publications. This article aims to understand the growth of green consumer products by using bibliometric analysis. With the limitation set only for the final stage and English used, a total of 1961 articles were published in the Scopus database from 1990 to 2024. The analysis of document and source types, top keywords, and other bibliometric indicators was explained. In addition, Publish or Perish software was used to analyze citation metrics and highly cited articles. As the global focus on sustainability intensifies, research in this field will likely continue to grow. Future studies should lengthen this work to other article databases such as WOS and Google Scholar to understand how consumer green products can contribute to a more sustainable business future. Besides that, the researcher also can explore how the green marketing mix influences consumer intention to purchase green products available in the market.

Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

The Effect Of Green Marketing Mix On Purchase Intention Of Ecoprint Fashion With Environmental Awareness As A Mediating Variable In Generation Z On Social Media

This research aims to examine the influence of the Green Marketing Mix on Purchase Intention for ecoprint fashion with Environmental Awareness as a Mediating Variable in Generation Z on Instagram Social Media, with a sample size in this study of 200 Gen Z respondents on Instagram social media. Data collection in this research was done by distributing questionnaires. This analysis technique uses the Structure Equation Model (SEM-PLS) using the SmartPLS 3.0 program with outer modelmeasurements: convergent validity, discriminant validity, reliability test, and inner model measurements; Coeficient Determinant of (R2), Significance (tvalue). The results of this research show that green marketing mix has a significant effect on purchase intention, green marketing mix has a significant effect on environmental awareness, environmental awareness has a significant effect on purchase intention and there is an indirect effect between the green marketing mix variables on purchase intention through environmental awareness.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

The Extent of Implementation of the Green Marketing Mix on Selected Coffeeshops

Green marketing has emerged as a significant corporate approach as countries' environmental awareness has increased globally. As public awareness of global warming and climate change grows, people have grown more cautious about their purchases, particularly the nature of acquired products. It was discovered that certain coffee businesses are employing green marketing practices. This study sought to determine the level of green marketing mix in a selected coffeeshop business industry. This study was participated in by 220 coffeeshop customers in Baguio City, Philippines.

Determinants of Sustainable Consumption Behavior: A Case Green Apparel Brands of Pakistan

The purpose of this research study is to investigate the impact of environmental concern (EC), willingness to be friendly to the environment (WEF), green brand positioning (GBP), green marketing mix (GMM) and attitude toward green brands (AGB) in Pakistan on sustainable consumption behavior (SCB) with moderating role of green purchase behavior (GPB) focusing on the green apparels with moderating role of green purchase behavior. The research data were gathered through the survey method of the industries of green clothes shops. The study opted with the primary data and used questionnaire as data collection tool. Furthermore, the study selected the convenience sampling technique and targeted customers in Pakistan with sample of 319. For data analysis, PLS-SEM was applied. The results of the study revealed that there is direct significant and positive impact of attitude towards green brands, environmental concern, green brand positioning, green marketing mix and willingness to be environmentally friendly on green purchase intention. Moreover, the study also revealed that there is direct significant and positive impact of green purchase behavior and green purchase intention on sustainable consumption behavior. However, the results show that the green purchase behavior does not moderates the relationship between green purchase intention and sustainable consumption behavior.

GREEN MARKETING PRACTICES IN THE CONTEXT OF ENVIRONMENTAL SUSTAINABILITY: A CASE STUDY OF AN ECO-FRIENDLY CLEANING FIRM

Purpose- Having started of climate change’s impact shaped businesses’ production process directly in 21st century. After consumers’ attitudes and behaviours had affected marketplace, businesses started to show themselves in aspect of corporate social responsibility. Since 1970s, sustainability has been highlighted as a topic reflected to corporate’s politics. Environmental sustainability is a variety of sustainability takes environment on center and keep providing products or services for this perspective. By using of green marketing mix, aim of a lot of brands to get profit take environment on center. From producing of packets to types of electric energy that use in factories, many effects started turning to metaphorses with corporates’ environmental sustainability politics. In context of ethical production and environmental sustainability, while animal testing is being removed vegan product production is tried to develop. Aim of this research is to understand on how environmental sustainability affects firms’/brands’ production process. Methodology- In this research, case study is applied as a types of qualitative research designs. By Turkey’s representative of an eco-friendly cleaning firm that from Denmark, semi-structured in depth interview were conducted. Then, the semi-structure in depth interview transcripted and highlighted to topic which turned into codes. The codes were got together and tied to themes. Findings- In result of the analysis reveals that 4 main themes which are 1) Scandinavian Morality and Ethical Production; 2) Green Sustainability; 3) Vegan Product; 4) Organic Product. To the analysis, Scandinavian morality has a big impact on ethical production. The firm’s practices are related to green sustainability; almost all production processes become “green”. In context of climate change, vegan perspective is rising day by day in the marketplace; producing animal-derived resources evaluate a part of climate change. Organic production is assessing an aspect of ecological life which is related to environmental sustainability. Conclusion- In green marketing perspective, environmental sustainability is one of the most indispensable issue, especially, while climate change gaining visibility. Basic marketing mix turning to “green marketing mix”. When brands and firms go green by politically, their production process goes directly green, as well. Climate change could be assessed like ethical issue in marketplace in context of environmental degradation. In addition, firms and brands caring about vegan and organic products, due to green conditions, are being positioned in environmental sustainability can be evaluated as a method of differentiation.

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

The Impact of Green Marketing Mix on Green Loyalty in Oatside Plant Based Milk Product with Green Satisfaction as Intervening Variable

Currently, environmental conservation is a widely discussed topic as public awareness about its importance grows. Businesses need to recognize this trend, particularly by producing environmentally friendly products. Oatside is one such popular eco-friendly brand that has gained significant traction within less than two years, competing effectively with long-established brands. Despite this success, Oatside must continue to boost consumer loyalty through a strategic marketing mix approach to better understand consumer desires and prevent them from switching to other brands. This research aims to evaluate the impact of green marketing mix on consumers’ green loyalty, with green satisfaction serving as an intervening variable. This understanding is essential for Oatside to identify consumer needs and enhance loyalty in the competitive market. This research employs quantitative methods, incorporating multivariate techniques and descriptive analysis. The study sample consists of 300 consumers Oatside in Indonesia. The data were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. According to the findings of this study, there is a significant and positive correlation between green products, green locations, and green promotions with green satisfaction and green loyalty indirectly. However, the variable of green pricing did not demonstrate a significant positive influence on green satisfaction or green loyalty indirectly. The research utilized a model with an R-square result of 0.254, indicating a moderate level of explanatory power. The study revealed a positive and significant impact of green products, green locations, and green promotions on green satisfaction and green loyalty indirectly. However, the variable of green pricing did not show a positive and significant influence on green satisfaction or green loyalty indirectly. The research employed a model with an R-square value of 0.254 or 25.4%, falling into the moderate category. Based on these findings, it is suggested that Oatside offers more targeted promotions to its consumers, while ensuring profitability. This approach aims to enhance consumer satisfaction with Oatside’s environmentally friendly products, with the ultimate goal of increasing consumer green loyalty.

Investigating factors that influence the purchase behaviour of green cosmetic products

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry.This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study's findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.

Green Marketing at ITC Limited

Green marketing is a phenomenon which has developed particular important in the modern marketing era. While company adopting green marketing, at the same time there are a number of problems that must overcome. One of the main problems is that firms using green marketing must ensure that their activities are not misleading to consumers or industry and do not breach any of the regulations or laws dealing with environmental marketing. Eco- friendly manufacturing, eco-friendly packaging and recycling the waste generated in the process - all a part of Green Marketing - are the key strategies that companies are adopting to sustain in the changing scenario. This study aims to give information about the effect of green marketing on customers purchasing behaviors and also to evaluate the initiatives taken by the Indian Tobacco Company Limited in their core business. This paper also focuses on green marketing mix and the strategies for success of Green Marketing.

To buy or not to buy? Green packaging, gender differences and the intention to purchase

Purpose This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.Design/methodology/approach A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.Findings The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.Originality/value The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

Implementasi Green Marketing pada PT Yagi Natural Indonesia dalam Memasarkan Produk Perawatan Tubuh Ramah Lingkungan

PT Yagi Natural Indonesia (Yagi Forest) is a company that produces environmentally friendly body care products from Indonesia which produces products made from organic ingredients that do not cause environmental pollution and do not have a negative impact on humans who use them. In promoting the environmentally friendly body care products produced, Yagi Forest does this through green marketing. This research aims to determine the implementation of green marketing carried out by Yagi Forest. This research uses a qualitative method with a case study approach and uses data collection techniques using in-depth interview techniques. The main informants in this research were two employees from Yagi Forest who worked in positions responsible for product marketing activities. The results of this research show that in its implementation Yagi Forest applies the green marketing mix concept, namely green product, green price, green place and green promotion. The products produced are products made from organic ingredients that are safe for consumers and the surrounding environment. Likewise, the product packaging used can be reused or returned to the collaborating organization so that it does not become waste that can damage the environment. Then in terms of price, products from Yagi Forest are relatively more affordable when compared to body care products from competing companies. Apart from that, promotional activities carried out use four basic activities from Integrated Marketing Communication (IMC), which is direct marketing, interactive/internet marketing, sales promotion, publicity/public relations. However, the implementation of the green place aspect cannot yet be carried out efficiently so an evaluation needs to be carried out.

Green marketing mix and repurchase intention: the role of green knowledge

PurposeThis study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.Design/methodology/approachA quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.FindingsThe findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.Originality/valueThe study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

EFFECT OF GREEN MARKETING MIX ON PURCHASE INTENTION: MODERATING ROLE OF ENVIRONMENTAL KNOWLEDGE

This study investigates the moderating effect of environmental knowledge on the relationship between green marketing mix and purchase intentions. As consumer environmental awareness rises, so does the trend towards green consumption. However, a purchase intention, or willingness to buy green products, must precede actual green purchasing behavior. This research employs a quantitative survey design. Participants are randomly selected from a database of Instagram visitors and followers. A sample of 100 respondents is gathered using incidental sampling methods. Data is collected through a survey link. SEM analysis is used to analyze the data. The green marketing mix significantly impacts purchase intention, with environmental knowledge acting as a moderator. A T-test reveals a significant difference between the original sample's -0.112 and 0.000 significance values of 1.963 and 1.963, respectively. This suggests that the green marketing mix has a stronger influence on purchase intention than environmental knowledge. Keywords: Environmental Knowledge; Green Marketing Mix; Purchase Intention.

Discovering the Effects of Green Marketing Mix on Green Trust and Knowledge in the Green Cosmetic Industry

Discovering the Effects of Green Marketing Mix on Green Trust and Knowledge in the Green Cosmetic Industry

PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEACH VOLUNTRIP DI PT. GEMILANG MEDIA WISATAMA DI YOGYAKARTA


 
 
 Green marketing mix is an important field of study for companies because it provides opportunities for competitive advantage that can influence consumer purchasing decisions. This research aims to determine the effect of green marketing mix on purchasing decisions for Beach Voluntrip product at PT. Gemilang Media Wisatama (Travelxism) partially and simultaneously. This research uses quantitative research methods and data collection techniques including observation, documentation, interviews, questionnaires, and literature study. Data analysis techniques in this research include research instrument tests, classical assumption tests, descriptive statistical analysis, multiple linear regression analysis, and hypothesis testing. The sampling technique in this research uses probability sampling technique and saturation sampling by distributing questionnaires to domestic tourists aged ? 17 years who had purchased Beach Voluntrip product at Travelxism. The results state that green marketing mix variable has a significant and positive effect on the purchasing decision variable partially and simultaneously. Based on the research results, Travelxism is advised to intensify promotions targeting tourists with an age range of 17-25 years on social media, diversify eco-friendly tourism products and provide competitive prices so they can compete with alternative tourism products and other conventional tourism products.
 
 

The Effect of Green Marketing Mix on Tupperware Purchasing Decisions in Yogyakarta City

This research aims to analyze the influence of the green marketing mix on purchasing decisions for Tupperware products in the city of Yogyakarta. The independent variables used in this study are Green Product, Green Price, Green Place, and Green Promotion, while the dependent variable is purchasing decisions. Employing a causal quantitative approach, data collection involved distributing questionnaires to 100 respondents who had previously purchased Tupperware products in Yogyakarta. The questionnaire items for all variables were validated and proven reliable. Classical assumption tests demonstrated normally distributed data, a regression model without multicollinearity, and no occurrence of heteroscedasticity. The research findings indicate that Green Product, Green Place, and Green Promotion have positive and significant effects on purchasing decisions. However, Green Price does not exhibit a positive and significant impact on purchasing decisions. These results provide valuable insights into the factors influencing consumers' decisions to purchase Tupperware products with a focus on the green marketing mix elements.

The Effect of Green Marketing Mix on Purchasing Decisions of MSME Products in Improving Environmental Quality

The background of this research is based on the importance of Green Marketing in MSME Product Purchasing Decisions. Issues regarding the environment are a problem that is being highlighted by the wider community. These problems include air pollution, water pollution, and the most phenomenal is the waste problem. Waste is increasingly becoming a big problem when the amount of waste is increasingly accumulating and difficult to recycle. Problem One form of consumer demand is the desire for health due to the increasing spread of diseases transmitted through food, therefore food producers produce products containing organic food ingredients. healthy, does not contain additional chemicals and is safe for consumption. The phrase "back to nature and green" is a mission that has been activated in the world and a culture that has reappeared in society. The aim of the research is to analyze the influence of the Green Marketing Mix on purchasing decisions for MSME products in improving the quality of the environment. The analytical method for this research is quantitative research. The design of this research uses a cross sectional design method with a sampling technique using purposive sampling. This research uses data analysis with the Partial Least Square (PLS) approach. Green Product results have no effect on Purchasing Decisions. Green Products have an influence on improving the quality of the environment. Green Price has no effect on Purchasing Decisions. Green Prices have no effect on improving environmental quality. Green Place influences purchasing decisions. Green Place has no effect on improving the quality of the environment. Green Promotion influences Purchasing Decisions. Green Promotion has an effect on improving the quality of the environment. The buyer's decision has no effect on improving environmental quality.