Green Marketing Practices Research Articles

The Effectiveness of Green Marketing in Starbucks: An Assessment

Green marketing practices have become increasingly significant as businesses aim to reduce their environmental impact and cater to the growing number of environmentally conscious consumers. The primary goal of green marketing extends beyond appealing to eco-conscious buyers; it also aims to generate positive environmental and societal effects. Green marketing integrates sustainability principles across various aspects of marketing, including product design, packaging, messaging, production processes, and promotion. Its importance lies in enhancing profitability, fostering brand loyalty, and attracting a new market segment that prioritizes sustainability. For instance, businesses may promote reduced emissions in manufacturing or use post-consumer recycled materials in packaging. Some also demonstrate environmental responsibility by donating a portion of sales proceeds to eco-friendly initiatives, such as tree-planting campaigns. This study examines how Starbucks' green marketing practices have contributed to its overall success, profitability, brand reputation, customer loyalty, and employee engagement. Additionally, it investigates challenges and limitations Starbucks may have faced in implementing these practices and explores potential areas for improvement. The study’s findings will provide valuable insights for other businesses aiming to adopt green marketing strategies and contribute to the broader discourse on sustainability's role in business.

EKSPLORASI FAKTOR PENGHAMBAT DALAM MENGADOPSI GREEN MARKETING PRACTICES PADA IKM RENDANG DI KOTA PADANG

The purpose of this study is to explore the inhibiting factors in the implementation of green marketing practices in rendang SMEs in Padang City. This study uses a qualitative method that aims to obtain a clear picture of a problem, which will be focused on collecting data or information on the object. The results of the research findings and the results of the NVivo 12 plus Project Map analysis, various obstacles felt by SMEs actors to implement green marketing practices, namely government regulations, resources, organizational management, costs and awareness. This is due to the lack of involvement in long-term environmental concerns when producing products. In general, SMEs in rendang businesses focus more on the taste of food, product durability and good quality to reach consumers. In this case, there is no involvement in environmental aspects to minimize environmental impacts ranging from products, production sites, and price to product promotions.

Socio-Environmental Management: Green Marketing and its Contributions to Sustainable Consumption

Objective: The objective of this research was to investigate the contributions of green marketing to sustainable consumption, analyzing how this approach can influence consumer behavior and promote more responsible business practices. Methodology: The research was carried out through a bibliographic review, involving the critical analysis of already published studies on green marketing and sustainable consumption. Academic databases such as SciELO, Google Academic and Scopus were used to collect relevant articles, books and theses. The analysis of the collected data was conducted through the content analysis technique, which allowed to identify significant themes and patterns. Results and Data Analysis: The results show that green marketing plays a crucial role in consumer education, promoting awareness about sustainable choices. Furthermore, the research showed that this approach stimulates innovation in products and processes, creating competitive differentials for companies. However, the phenomenon of greenwashing represents a challenge, emphasizing the importance of authenticity in green marketing practices. Companies that implement genuine sustainable marketing strategies tend to strengthen consumer loyalty and create a positive impact on the consumer culture. Concluding Considerations: The research concludes that green marketing is an essential tool to foster sustainable consumption, promoting cultural change and encouraging responsible business practices. Collaboration between businesses, consumers and governments is key to building a more sustainable future, reinforcing that sustainability must be integrated into operations and business models.

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

An Analysis of the Effectiveness of Green Marketing Strategies in the NBA

The intersection of the sports industry and environmental sustainability is an area that has not been widely explored, particularly in the context of major sports leagues and professional sports in Western societies. Current research on this topic tends to be generalized and limited, failing to explore the full range of effectiveness. This study investigates the effectiveness of the NBA’s green marketing strategies in mitigating its environmental impact. By examining various initiatives related to sports and the environment, arena construction, sports production, and fan impacts, the study attempts to assess whether these efforts have actually reduced the negative environmental impacts of the NBA industry, or whether they have primarily served as marketing tools. The study examines successes and identifies areas for improvement, making recommendations for improving the NBA’s environmental sustainability and setting an example for the sports industry. This study uses literature survey and case study methodology to investigate, collect cases and critically analyze the environmental impact of the NBA industry and in developing green marketing practices. The aim is to assess the perspectives and limitations that are not widely scrutinized now and provide recommendations for the NBA’s sustainability path in the future.

Green marketing horizon: Industry sustainability through marketing and innovation

The UN Sustainable Development Goals (SDGs) emphasize moving the manufacturing sector towards adopting environmentally friendly practices. Manufacturing industries play a critical role in the economic growth of a country; however, they are also associated with directly affecting the environment. Due to limited resources, shifting towards sustainable practices is difficult. The current study examines the effects of green marketing (GM) practices through eco-innovation (EI) to improve the sustainable performance of Pakistan's manufacturing industries. Furthermore, this study also intends to test the moderating effect of circular economy practices on the direct relationship between green market practices and eco-innovation. Responses from 201 professionals working in manufacturing industries were gathered and subjected to structural equation modeling (SEM) analysis to investigate the direct and indirect relationships between the variables in the conceptual model. The results indicate that the green market and eco-innovation have a noteworthy direct impact on SP. Nevertheless, green marketing practices favorably affect sustainable performance by mediating eco-innovation and the positive moderating role of circular economy practices. The current study is relevant for advising managers and policymakers about the potential advantages of supporting sustainable solutions.

Green marketing practices and financial performance of manufacturing firms: The moderating role of organizational culture

This paper investigated the moderating role of organizational culture on the relationship amid green marketing practices as well as financial performance of manufacturing firms. The survey utilized a self-administered questionnaire approach, gathering a total of 270 completed responses for data analysis utilizing Smart PLS-SEM (version 4). The study noted the occurrence of a significant positive relationship amid green internal marketing as well as financial performance. Second,there is a significant positive effect amid green marketing communication as well as financial performance. Third, there is a significant negative relationship amid green strategy as well as financial performance. However, the connection amid green product as well as financial performance is insignificant. Moreover, organizational culture has a significant moderation effect on the relationship amid green strategy as well as financial performance. Furthermore, organizational culture has a significant moderation effect on the relationship amid green product as well as financial performance. In addition, organizational culture has a significant moderation effect on the relationship amid green marketing communication and financial performance. However, organizational culture has an insignificant moderating effect on the relationship among green internal marketing as well as financial performance This investigation underscores the necessity of adopting a comprehensive strategy to enhance the financial performance of firms. Managers must focus on strategic alignment, leadership commitment, employee engagement, effective communication, and continuous improvement to foster a culture that supports green marketing initiatives.

The role of green marketing strategies for a competitive edge: A case study about analysis of leading green companies in Jordan

AbstractThis study aims to explore the relationship among green marketing practices, leadership commitment, and environmental performance specifically within Jordan's pharmaceutical industry. It explores the impact of green marketing strategies on the competitive advantage of leading green companies in Jordan. The limitations of this study focused on the Jordanian market, and its findings are not generalizable to other countries due to market contrasts. A quantitative approach was employed to address the research question of “to what extent” these strategies contribute. The theory of the resource‐based view (RBV) was applied to this topic because it suggests that a firm's competitive advantage and performance are primarily determined by its unique resources and capabilities. The research instrument consists of 9 factors clarifying the role of green marketing strategies in improving the competitive edge of leading green companies in Jordan. The population of this study includes all implementing managers of Jordanian leading green companies, while the sample of this study consists of 32 implementing managers. After distributing the scale to the participants of this study, their responses were collected and discussed carefully. Then, their responses were analyzed by using SPSS statistical tests. The results show a significant positive correlation between green marketing strategies and competitive edge. This indicates that leading Jordanian green companies actively gain “green marketing” initiatives to gain and maintain a competitive advantage in the market. The study concludes that embracing green marketing is crucial for Jordanian green companies to compete effectively and achieve sustained success. Novelty or originality in this research looks for specific statements that indicate to a novel theoretical approach, a new methodology, or an innovative application of existing theories, or a unique data. This adds new ideas to the knowledge of this study.

Sustainable Marketing: Integrating Green Marketing Practices into Marketing Strategy

This study aims to explore the impact of Green Marketing practices on the financial performance of companies in Indonesia, focusing on variables such as Environmental Practices, Consumer Knowledge, and Company Commitment. The research method used involves quantitative analysis by collecting data through questionnaires distributed to managers and staff in the banking sector. The data obtained were then analyzed using descriptive and inferential statistical techniques, including validity, reliability, and direct effect hypothesis testing. The results of the study indicate that Company Commitment has the most significant influence on Financial Impact, followed by Environmental Practices. Although Consumer Knowledge does not show a significant direct effect, the application of digital technology and funding of green projects generally contribute positively to financial results. This study also identified that the integration of environmentally friendly practices can improve operational efficiency and brand reputation, as well as meet the demands of consumers who are increasingly concerned about environmental issues. These findings provide strategic guidance for companies to optimize sustainable marketing practices and achieve long-term benefits.

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.

An Overview of Green Marketing Practices in Bangladesh

Green marketing is a recent concept which has been adopted by consumers, organizations & government all over the world to save the natural resources & to protect the environment for the sustainable development of the resources. As one of the least developed countries Bangladesh is the worst sufferer of world environmental pollution through industrialization of the western countries. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. In Bangladesh, Green issues are new for all company because they did not have any practiced of it before. The research purpose here is to know about green marketing practices in Bangladesh.

Influence of green marketing practices on purchase intention among millennials in Lima Metropolitan Area (Peru), 2023

En el contexto contemporáneo del siglo XXI, resulta imperativo reconocer la trascendental relevancia que revisten las prácticas de marketing ecológico como una herramienta fundamental para atraer y comprometer a la generación de consumidores conocida como millennials. Esta cohorte poblacional se distingue por su elevada conciencia y sensibilidad hacia las causas ambientales, así como por su firme compromiso con la sostenibilidad, buscando de forma creciente productos y servicios que reflejen y se alineen con sus valores ecológicos. Por ello, esta investigación tuvo como objetivo primordial determinar la influencia que ejercen dichas prácticas de marketing ecológico en la intención de compra manifestada por los millennials residentes en Lima Metropolitana. Para abordar esta interrogante, se adoptó un enfoque cuantitativo, a través de un diseño de investigación no experimental de tipo transeccional correlacional-causal. La muestra estuvo conformada por 385 participantes nacidos entre 1980 y 1995, residentes en diversos distritos de la capital peruana, a quienes se les administró un instrumento de recolección de datos en formato de cuestionario elaborado con base en la escala de Likert. Los resultados obtenidos permitieron confirmar la existencia de una relación causal entre las prácticas de marketing ecológico y la intención de compra en el segmento estudiado, sustentado en el análisis del coeficiente de Nagelkerke, el cual arrojó un valor de 0.766 (76.6%), indicando una fuerza predictiva considerable.

Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle

To deal with the challenges posed by generational differences in China’s sustainable consumption transition, this study’s pioneers using a mixed-methods approach with data mining and literature research to classify Chinese residents into four generations based on the sustainable consumption perspective. We developed a conceptual model of generational differences and conducted an empirical study using structured interviews with a multi-stage random sampling approach. The results highlight significant differences and distinct influencing mechanisms among the four generations regarding perceptions of sustainable consumption, lifestyle, and sustainable consumption behavior. Based on this, multi-generational differentiated green marketing strategies, green product development and green marketing practices, as well as consumer education systems and strategies for stakeholders including the government, enterprises, and society are proposed. The findings contribute to advancing theoretical perspectives in sustainable consumption research, serving as a valuable reference for sustainable consumption research worldwide.

EFFECT OF ENVIRONMENTAL MARKETING ON CHANGE IN MARKET SHARE: MODERATED MEDIATION OF INTERNAL GREEN MARKETING ORIENTATION AND STRATEGIC GREEN MARKETING ORIENTATION

The study is conducted to examine the influence of environmental marketing on changes in market share. Specifically, it aims to explore the intricate functions of internal green marketing orientation and strategic green marketing orientation as possible moderated mediators. Based on the expanding domain of green marketing and sustainable business practices, this study suggests that the impact of environmental marketing on market share is contingent upon a firms internal green marketing orientation. Furthermore, the efficacy of this mediation is dependent on the firms strategic stance towards green marketing. The study applies regression modelling to examine the claimed links, using a sample of 150 enterprises across various industries. The findings suggest that organisations that possess a strong internal green marketing orientation see an upward trend in terms of market share. The aforementioned findings highlight the significance of incorporating internal and strategic green marketing strategies with environmental marketing endeavours. In order to optimise market share growth through environmental marketing, it is crucial for organisations to establish a comprehensive alignment between their internal operations and strategic green initiatives. This research provides significant insights for managers and marketers who seek to utilise environmental activities as a means to gain a competitive edge in the market. It emphasises the need of adopting a unified and internally coherent strategy to green marketing. KEYWORDS: Environmental marketing, Internal green marketing orientation, Strategic green marketing orientation, Market share, Sustainable business practices, Competitive advantage

Green Marketing Practices and Sustainable Development: the Role of Institutional Theory among Small and Medium Scale Enterprises

Green Marketing Practices and Sustainable Development: the Role of Institutional Theory among Small and Medium Scale Enterprises

Green marketing: A descriptive analysis of its influence on consumer buying behavior and green marketing practices

In the current era of climate change, people worldwide are increasingly concerned about the environment and its impact. Therefore, this paper aims to look into the behaviour of consumer regarding sustainable products and the implementation of green marketing practices in Barpeta district. The research put to use both the primary and the secondary data. The primary data was accumulated from 90 respondents in Barpeta District using a simple random sampling method. The study is being conducted from 2022 to December 2023. Various statistical tools such as weighted score, mean, rank analysis, and Chi-square test are employed to study the data. The findings could not find any significant difference in awareness of sustainable products based on age or education level. Similarly, gender does not play a significant role in influencing awareness of green products and marketing practices related to the environment. However, there is a significant difference in awareness of sustainable products based on employment status and income level. Based on the rank analysis, six variables are identified as significant factors influencing awareness of sustainable products and marketing practices related to the environment. These findings provide valuable insights to draw meaningful conclusions from the study.

TOWARDS SUSTAINABLE BHARAT@2047: A STUDY OF CONSUMER’S PERCEPTIONS & PREFERENCES TOWARDS GREEN MARKETING IN SELECTED CITIES OF INDIA

Purpose: In an era marked by increasing environmental consciousness, understanding how consumers engage with and prioritize eco-friendly attributes in their purchasing decisions is pivotal for businesses striving to align with shifting market dynamics. The present paper aims to investigate the evolving landscape of consumer’s perceptions and preferences concerning green marketing, with a specific focus on the pursuit of sustainable choices. Methodology: The research methodology involves a comprehensive exploration of pertinent literature to establish a theoretical foundation. Subsequently, empirical evidence is gathered through a survey conducted among a diverse sample of 50 consumers, to discern their attitudes, perceptions, and preferences regarding green marketing practices. The study also incorporates a qualitative dimension through in-depth interviews with select participants to capture nuanced perspectives on the interplay between environmental consciousness and purchasing decisions. Findings: Consumers exhibited a strong inclination towards incorporating green practices in their lifestyle with a particular emphasis on the significance of education in fostering environmentally friendly product usage. Adopting green marketing strategies not only allows organizations to fulfill consumer expectations and address environmental concerns but also presents an opportunity to acquire a competitive edge and establish a robust consumer base. Limitations: The study has been done on a limited scale. Replicating the study on a larger scale would offer a more comprehensive understanding of consumer behavior and further contribute to our knowledge of the green phenomenon & sustainable events. Originality/ Value of the paper: Environmental awareness has become more pronounced in both the business sphere and public life worldwide. Contemporary consumers express heightened apprehension about environmental degradation and the negative impacts of product and service consumption on the environment. Organizations can adapt their offerings to align with evolving consumer preferences by identifying shifts in consumer behavior.

EXPLORING GREEN MARKETING PRACTICES: INSIGHTS FROM MARKETING MANAGERS ON ENVIRONMENTAL SUSTAINABILITY

Creating and promoting items according to their perceived or actual environmental sustainability is referred to as "green marketing." Two instances of green marketing involve highlighting the reduced emissions linked to a product's manufacturing process or using recycled materials in product packaging. Some companies might further position themselves as mindful businesses by giving a portion of their sales profits to environmental projects like planting trees. Green marketing is part of a broader trend toward socially and environmentally friendly business practices. Consumers are increasingly expecting companies to demonstrate their commitment to improving their operations while also following to various environmental, social, and governance (ESG) standards.To continue to achieve this, a lot of businesses will continue to send out social impact statements in which they transparently track their advancement toward these goals on a regular basis. Reducing the carbon emissions linked to the company's operations upholding strict labor laws both domestically and in foreign supply chains, and charitable endeavors aimed at benefitting the communities where the company operates are common examples of ESG-related improvements. Green marketing, while primarily referring to environmental measures, is increasingly being offered alongside with corporate governance and social goals. Based on a survey of 120 marketing managers, a collection of green marketing practices is identified in this article.

Green marketing and corporate social responsibility: A review of business practices

Corporate social responsibility (CSR) and green marketing are crucial for promoting ethical and sustainable company practices. This review article offers a thorough examination of the relationship between green marketing and CSR, examining the historical progression, theoretical foundations, and tactical ramifications of green marketing for various businesses. It emphasizes the difficulties of "greenwashing," the significance of transparency, and the necessity of striking a balance between business objectives and sustainability aims. The study clarifies how government regulations and incentives influence green marketing and corporate social responsibility (CSR) practices, highlighting the significance of legal frameworks, tax breaks, and public‒private partnerships. With an emphasis on new tactics, projected shifts in consumer needs, and prospective areas for further study and development, future trends and prospects in green marketing and CSR should be investigated. With an emphasis on consumer behavior, innovative sustainable packaging, and the effect of CSR on staff engagement, more research and collaboration are needed to develop green marketing and CSR practices. Businesses looking to maximize their positive impact and governments trying to create inclusive and successful sustainability legislation can both benefit from its insightful advice. We can all contribute to a greener and more socially responsible world by making sustainability a core value and encouraging cooperation.

Green Attributes & Customer Loyalty towards ABC Supermarket in Colombo District, Sri Lanka

At present, people are more concerned with the environment because of growing environmental consequences. According to that shift, retail businesses are converting from traditional marketing practices to green marketing practices. In the Sri Lankan context. Most of the retail businesses are shifting to green practices. But customers' actual green purchase behaviors are very low level. This study was conducted to examine green attributes impact on customer loyalty towards ABC supermarket in the Colombo district. This study observes six independent variables such as green products, eco branding, eco-labeling, eco advertising, environment awareness, and green price and customer loyalty as the dependent variable. This study was conducted using a quantitative research approach and explanatory design. Therefore, the researcher used self-administered questionnaires to collect primary data. The questionnaire was disseminated among 384 ABC supermarket users under the convenience sampling method. In this study, Correlation and multiple linear regression analysis were employed to analyze the hypotheses. According to the result of this study, there is no significant influence of eco-labeling and eco-advertising on customer loyalty. The other five independent variables such as green products, eco branding, environment awareness, and green price are a significant influence on customer loyalty. Furthermore, the analysis identified some limitations in the research and gave recommendations to future researchers to generate a successful and accurate result of the study.