Green Marketing Strategies Research Articles

Harnessing green purchase intention of generation Z consumers through green marketing strategies

AbstractDrawing on value‐belief‐norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies.

Factors influencing consumers’ willingness to pay more for green convenience goods in Indonesia

Adopting a green lifestyle by living a healthy life has the consequence of purchasing more expensive green products. This study aimed to explore the factors affecting consumers’ willingness to pay more for green convenience products. This willingness can be influenced by consumers’ attitudes, green lifestyles, and purchase intention. The respondents were 225 individuals who had purchased green products from bulk stores in Bandung and Jakarta. The data were obtained through online surveys, specifically distributing G-form. The majority of respondents are women at 78.7% and 39.1% were aged between 26-35 years. Subsequently, the samples were collected using cluster random sampling, which included selecting groups or areas to be sampled, and the data were processed using SEM-LISREL. The results showed that green lifestyles influenced willingness to pay more for convenience goods, while attitudes were only indirectly influenced. The intention to make a purchase was a significant predictor of how much consumers were willing to pay more. The majority of respondents are willing to pay around 10-25% more for green products. Simultaneously, attitudes and green lifestyles had a significant influence, with purchase intention as a mediator. These results can be used to develop green convenience product marketing strategies at bulk stores in Indonesia by providing confidence in product attributes that encourage consumers to pay a premium price.

Penerapan Green Marketing pada Produk Bubble Wrap dalam Meningkatkan Purchase Intention dan Perceived Value

This study aims to determine the application of green marketing on OCUWRAP products and application of green marketing to increase purchase intention and perceived value. OCUWRAP is a biodegradable bubble wrap product made from cassava starch and dried sponge gourd. This research was conducted using an interview method with a descriptive qualitative approach. Data obtained from interviews conducted with marketing and development managers, cosmetic store owners, and consumers were processed using the triangulation method. This study found that green marketing implemented has increased purchase intention and perceived value of its products. The implementation of green marketing by OCUWRAP is carried out in various aspects, namely environmentally friendly products, premium prices and environmentally friendly marketing and distribution. The results of this study indicate that the green marketing strategy has increased purchase intention for the product. Green marketing that has been implemented can also increase the perceived value felt by OCUWRAP consumers.

Mechanisms of Media Persuasion and Positive Internet Word-of-Mouth Driving Green Purchasing Behavior: Evidence from China

As environmental issues intensify, sustainability development is becoming mainstream, with environmental topics gaining increasing attention in the media and online. Shifting consumer behavior in China toward green purchasing is crucial for mitigating environmental pollution and achieving sustainable, low-carbon consumption. This study constructed a theoretical model combining media persuasion (MP) and positive internet word-of-mouth (PIM) with green purchasing behavior (GPB), based on the Stimulus–Organism–Response (SOR) and persuasion theories, to explore consumer responses to environmental information campaigns. A total of 357 valid samples were collected through an online questionnaire survey and subjected to analysis using the structural equation model (SEM). The results indicate that MP, PIM, and environmental attitude (EA) significantly influence GPB. Specifically, EA partially mediates the relationship between MP, PIM, and GPB, while environmental knowledge (EK) negatively moderates the relationship between independent variables and EA. Additionally, EK moderates the mediating effect of EA. The findings highlight that the effective implementation of MPs and PIMs can facilitate the creation of positive EA, which stimulates consumer GPB. This is essential for promoting sustainable consumption. This research contributes to sustainability by providing insights and practical suggestions for developing green marketing strategies that support environmental goals.

Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung

Purpose: The results of this research are to propose a Development Strategy using the Green Marketing Model to create an environmentally friendly strategy that can make Sein Farm a place for Sustainable Tourism and collaborate with Pokdarwis (Tourism Awareness Group) Cisurupan Bandung. Research Methodology: This study used qualitative research methods. The qualitative with thematic analysis and semi-structured interviews with respondent and un-structured forum group discussions (FGD) with Pokdarwis to analize this research analysis with STP, Pestle, SWOT & TWOS, Hexa Helix and Sustainable Tourism Indicators. Results: With Thematic Analysis Several findings of green marketing indicators were found (eco-friendly product, price with tour package Rp 20.000-50.000, green place with natural resources, promotion with collaborate attraction, people with verified and certificated, adding attraction with green process with plan tree, waste sorting, and physical evidence with farmers architecture building). STP Analysis is Student with Kindergarten, Targeting is Urban and School with interest about Urban Farming Education, Positioning is Added Atraction with Collaboration with Pokdarwis to achieve Sustainable tourism ( Watching Art & Culture and Waste Management & Game Traditional ) and Empowerement Community with Collaborate to produce Eco-Souvenir and UMKM.

Green Marketing: Opportunity for Innovation and Sustainable Development

In the time of escalating environmental concerns and growing consumer consciousness, the concept of green marketing has emerged as a vital strategy for businesses to earn profitability with sustainability. the consumers now a days are more concerned about the health and environmental protection issues. This research paper aims to focus on sustainable development and green marketing with its impact on society and its opportunity for innovation. The paper explains how green marketing strategies, product design, packaging, promotion, and distribution, not only reduces environmental impact but also promotes innovation within organizations. Moreover, it highlights the role of consumer behavior and market dynamics in shaping the adoption of green products and services. Furthermore, the paper examines the challenges and opportunities associated with implementing green marketing initiatives, this research paper underscores the transformative potential of green marketing as a driver of innovation and sustainable development

Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

Pengaruh Strategi Marketing Mix 7P terhadap Tingkat Penjualan di Mini Kopi Green Ville

Business people today face great pressure to increase creativity in product marketing strategies to remain competitive in a dynamic market. The company's main goal is to achieve maximum profits, so understanding and implementing marketing strategies is very important. One business that is currently trending is a café. In Jakarta, many entrepreneurs are developing culinary businesses, especially cafes. However, with so many cafes, entrepreneurs face various conflicts such as declining sales and lack of visitor interest. Quantitative research is the method of choice. Utilizing a purposive testing technique and a non-likelihood examining methodology, 100 respondents were chosen for the example. This study utilizes numerous straight relapse examination. The consequences of the t test show that the factors item (X1), advancement (X3), and actual proof (X7) meaningfully affect the degree of deals (Y). This is known. However, deals level (Y) is significantly influenced by the factors value (X2), location (X4), individuals (X5), and process (X6). The consequences of the F test showed that the promoting blend factors (7P) at the same time affected where to go. As needs be, the goal of this study is to conclude the 7P publicizing mix strategy (X1) for More modest than ordinary Kopi, Green Ville's arrangements level (Y). This study's methodology is based on quantitative research techniques. The study's primary objective is to learn more about how Green Ville's Mini Kopi marketing strategy affects sales. The use of contextual analysis strategies is the essential focal point of this quantitative review. Meeting, noticing, and recording are a portion of the techniques utilized in this review to gather information.

The Influence of Green Marketing and Brand Image on Repeat Purchase Decisions of Mc Donald's Consumers

Currently, the increasing amount of waste from industrial development which originates from unsustainable public consumption waste can cause damage to the environment. With damage to the environment, this becomes a challenge and opportunity for every company to attract consumers to make repeat purchases and expand market share. The strategy that can be carried out by the company is to carry out a Green Marketing strategy. The purpose of this research is to determine the influence of Green Marketing and Brand Image on repeat purchase decisions. This research uses quantitative descriptive analysis methods and data collection techniques using questionnaires with a 1-5 Likert scale. where the population in this study are consumers who come to McDonald's Kediri Mall outlets aged 17 years and over who have made more than one purchase. The sampling technique used is a non-probability technique, namely a purposive sampling technique. The sample used in this research was 96 respondents. By using multiple linear regression analysis of data using the IBM SPSS Statistics statistical data analysis tool. The results of this research show that partially Green Marketing has a positive and insignificant influence on repeat purchase decisions and Brand Image partially has a positive and significant influence on repeat purchase decisions and simultaneously Green Marketing and Brand Image have a positive and significant influence together. the same (simultaneous) on the repeat purchase decision variable

Exploring the Perspectives of Oil and Gas Industry Managers on the Adoption of Sustainable Practices: A Q Methodology Approach to Green Marketing Strategies

Exploring the Perspectives of Oil and Gas Industry Managers on the Adoption of Sustainable Practices: A Q Methodology Approach to Green Marketing Strategies

Alone or Mixed? The Effect of Digital Human Narrative Scenarios on Chinese Consumer Eco-Product Purchase Intention

Digital human narrative transportation has proven to be an effective green brand marketing strategy. However, there is still a lack of in-depth research on the relationship between the role of different digital human narrative scenarios in consumer perceptions and behaviors. This research examined the impact of digital human narrative scenarios on eco-product purchase intention through four studies. Study 1 found that anime-like (vs. human-like) digital human narratives led to more positive emotional arousal and higher eco-product purchase intention through the use of encephalography (EEG) experiments. Studies 2–4 examined the effect of digital human narrative scenarios on eco-product purchase intentions and explored the mediating role of narrative presence and the moderating role of narrative type. The results showed that mixed (vs. single) narratives lead to more positive consumer purchase intentions. In addition, sharing-oriented (vs. persuasion-oriented) narratives also led to a more positive perception of narrative presence. These findings provide insights for marketers using digital human narratives to promote eco-product consumption.

Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility

Purpose: The aim of the study was to examine the Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility. 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: The study found that strategic marketing plays a crucial role in promoting environmental responsibility and Corporate Social Responsibility (CSR) within organizations. The studies reviewed highlight the effectiveness of various marketing initiatives, such as green marketing strategies, cause-related marketing campaigns, and integrated communication approaches, in fostering positive consumer perceptions, enhancing brand reputation, and driving sustainable business practices. By prioritizing credible and transparent communication about CSR initiatives, businesses can strengthen stakeholder relationships, build trust, and differentiate themselves in the marketplace. Unique Contribution to Theory, Practice and Policy: Stakeholder Theory, Relationship Marketing Theory & Diffusion of Innovation Theory may be used to anchor future studies on Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility. Integrated marketing communication (IMC) that incorporates sustainability messages across all touchpoints is essential for promoting environmental responsibility and CSR effectively. Organizations should ensure that their communication strategies are consistent, transparent, and aligned with their sustainability goals. By integrating sustainability messages into marketing campaigns, product packaging, corporate websites, and social media channels, businesses can reinforce their commitment to sustainability and build trust with consumers. Businesses should actively engage in advocacy efforts to promote supportive policy frameworks that incentivize and reward sustainable practices. By collaborating with policymakers, industry associations, and non-governmental organizations, organizations can influence the development of policies that facilitate the transition towards a more sustainable economy.

Eco-Innovation and Firm Sustainability in Emerging Economies: The Role of Consumer Behavior and Green B2B Marketing

ABSTRACT Purpose This study aims to examine the effects of eco-innovation on the sustainability of manufacturing firms. It is anchored on the resource-based view (RBV) and designs a moderated mediating model to explore how eco-innovation impacts firm sustainability, particularly in the context of green business-to-business (B2B) marketing and consumer behavior. Methodology/approach Data were collected from 174 manufacturing firms in Nigeria. The study employs a quantitative approach, analyzing the relationships between eco-innovation, firm sustainability, green B2B marketing, and consumer behavior using statistical methods to test the proposed moderated mediating model. Findings Eco-innovation positively relates to firm sustainability. Consumer behavior positively mediates the relationship between eco-innovation and firm sustainability. Heterogeneity exists within manufacturing firms regarding eco-innovation practices and their impact on sustainability. Firms with high green indicators are more likely to adopt green B2B marketing strategies, leveraging information networks and innovation activities to enhance eco-innovation performance. Research implications This study advances marketing and environmental research by demonstrating the importance of eco-innovation in promoting firm sustainability. It provides insights into the conditions under which eco-innovation activities are most effective, emphasizing the roles of green B2B marketing and consumer behavior. Practical implications Manufacturing firms should focus on developing and implementing eco-innovation strategies to enhance their sustainability performance. Additionally, firms should consider the importance of green B2B marketing and consumer behavior in mediating and moderating the impact of eco-innovation on sustainability. These practices can lead to better information networks and innovation activities, fostering a more sustainable business environment. Originality/value/contribution This study contributes to the literature by revealing the critical role of eco-innovation in enhancing firm sustainability. It highlights the importance of green B2B marketing and consumer behavior in the relationship between eco-innovation and firm sustainability. The findings provide a nuanced understanding of how eco-innovation can be leveraged to achieve better sustainability outcomes in the manufacturing sector.

Study on the Impact of Awe on Consumers’ Green Purchasing Intention

Studies show that awe can predict prosocial behaviors. However, the effects of awe on green consumption or its underlying mechanisms remain unclear. Awe promotes the small self that can promote connectedness to nature (CNS). Emotion regulation strategies can modify the effects of emotions on behavior. Therefore, this study investigated the moderating effects of emotion regulation strategies (emotion reappraisal and suppression) and the multi-step mediating effects of the small self and CNS on awe’s impact on consumers’ green purchasing intentions. Through four experiments, the study showed that (a) awe positively impacts consumers’ green purchasing intentions; (b) the small self and CNS play a multi-step mediating role in awe’s positive effect on green purchasing intention; (c) emotion reappraisal moderates awe’s favorable influence on green purchase intentions; and (d) apart from positive awe, negative and unnatural awe also influence green purchasing intention positively. This research has practical implications for companies’ green marketing strategies.

Adoption of Green Marketing Strategies and Challenges in Sustainable Business Practices: Insights from Indian Companies

Adoption of Green Marketing Strategies and Challenges in Sustainable Business Practices: Insights from Indian Companies

GREEN CUSTOMER VALUE AND GREEN MARKETING AS ENCOURAGING SUPPORT GREEN PURCHASE INTENTION

This study examines the influence of Green Customer Value on Green Purchase Intention, both directly and indirectly, through Green Marketing in Indonesia. Utilizing a quantitative approach, data was collected from 95 respondents aged 18-50 via an online survey. The findings indicate that Green Customer Value significantly impacts Green Marketing, underscoring that consumers' eco-friendly values enhance the effectiveness of green marketing strategies. Furthermore, Green Marketing significantly influences Green Purchase Intention, highlighting the importance of sustainability-focused marketing strategies in driving consumer purchase intentions. However, Green Customer Value does not directly affect Green Purchase Intention. Instead, its indirect effect, mediated by Green Marketing, emphasizes the need for integrating green marketing strategies to bridge the gap between consumer values and purchasing behavior. These results contribute to the literature by elucidating the components of Green Customer Value and their impact on marketing strategies. The study offers practical insights for businesses aiming to enhance eco-friendly consumer perceptions and drive sustainable purchasing decisions.

Elucidating the Gap between Green Attitudes, Intentions, and Behavior through the Prism of Greenwashing Concerns

Recent advancements in research on green marketing indicate that green marketing strategies have a notable impact on consumers’ attitudes, intentions, and behavior. However, despite consumers expressing environmental concerns and holding positive attitudes toward green initiatives, their enthusiasm is not consistently translated into actual purchase intentions and green purchases, revealing a noticeable gap between attitudes, intentions, and behaviors. To date, the drivers contributing to this gap have been narrowly investigated, particularly focusing on consumers’ growing apprehensions about greenwashing. Based on an integrated framework of the theory of planned behavior (TPB) and green purchase behavior (GPB), the present study probes the conditional indirect effect of consumers’ attitudes toward green purchases on green purchase behavior through their purchase intentions that are moderated by greenwashing concerns. An online survey with 364 participants indicates that purchase intentions mediate the relationship between attitudes and green product purchase behavior. Attitude toward green products in high (compared to low) levels of greenwashing concerns seems to have a significantly less positive effect on green purchase intention and in turn on green purchase behavior.

The Influence of Eco Friendly Market Strategy and Brand Perception on Consumer Purchase Choices for Le Minerale Bottled Water at Surabaya

This study aims to analyze the influence of Green Marketing and Brand Image on the purchasing decisions of Le Minerale bottled drinking water. The study uses a sample of 100 respondents, selected based on Ghozali's (2011) theory. The data analysis method used is regression analysis with an R2 value of 0.975130, indicating that the research model can explain 97.51% of the variability in purchasing decisions. The results show that Green Marketing has a significant effect on the purchasing decisions of Le Minerale, indicating that an effective Green Marketing strategy aligns with increased consumer purchasing decisions. Additionally, Brand Image is also found to have a significant influence on purchasing decisions, meaning that an improvement in Le Minerale's Brand Image corresponds to an increase in consumer purchasing decisions. These findings emphasize the importance of green marketing strategies and brand image in influencing consumer purchasing behavior.

The role of green marketing strategy in the sustainability of organic agriculture

The role of green marketing strategy in the sustainability of organic agriculture

Strategic Green Marketing: Exploring Consumer Perceptions and Preferences for Sustainable Products

In the framework of strategic green marketing, this study investigates consumer perceptions and preferences for sustainable products. The rising adoption of social responsibility and stakeholder theory by corporations necessitates a critical assessment of how these sustainable practices affect corporate profitability. Prior studies have mostly ignored the connection between sustainable business practices and customer interests as well as how these practices affect corporate success in favor of concentrating on the financial elements of sustainable business practices. Several businesses have begun to connect sustainability and green marketing initiatives in the past few years, realizing the value of efficient marketing strategies. Corporate social responsibility, or CSR, has become more popular as a result of consumers’ increased knowledge of environmental, health, safety, and social issues. According to strategic green marketing, companies that practice social responsibility may expect to be successful in the marketplace and be rewarded with positive consumer preferences. As a result, more businesses are implementing green marketing strategies as ethical behavior emerges as a new business trend that has broad public support. Keywords: Strategic green marketing, consumer perceptions, consumer preferences, sustainable products, social responsibility theory