Sustainable Marketing Practices Research Articles

Sustainable Marketing and Its Promotion

Companies and businesses generate revenues and profits for themselves. The present business scenario demands that apart from ensuring consumer welfare and achieving excellence in the competition, companies should be sensitive towards and should empathize with the well-being of the society at large. The objective of the study is to analyze the promotion of sustainable marketing. The methodology adopted is a conceptual analysis of the various aspects of sustainable marketing. Companies should create and maintain a sustainable society and physical environment for the present and the future generations. Consumerism and environmentalism are responsibilities of both consumers and businesses. Companies should realize their responsibilities towards creating and maintaining a sustainable environment and should be aware about the adverse effects of businesses on the environment. They adopt several strategies, initiatives, and sustainability vision towards creating a sustainable society and environment for future generations. The discussions will sensitize all concerned stakeholders about the importance of sustainability and of promoting sustainable marketing and their roles and responsibilities towards the society. They will be encouraged towards adopting sustainable marketing practices.

Increasing MSME Competitiveness through Green Marketing Implementation: The Case of Pematang Serai Village, Langkat

This study aims to analyze the role of Green Marketing implementation in increasing the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Pematang Serai Village, Langkat. Case studies are conducted using a quantitative approach, data type. What is used in this study is primary data taken through direct research, also with secondary data as support. The results showed that the implementation of Green Marketing significantly contributed to increasing the competitiveness of MSMEs in Pematang Serai Village. Through environmentally friendly and sustainable marketing practices, MSMEs are able to create competitive advantages, improve brand image, and attract the attention of consumers who care about the environment. The implications of this research provide guidance for stakeholders to strengthen Green Marketing strategies in supporting the growth and sustainability of MSMEs at the village level.

Blagovne znamke hitre mode: trajnostne tržne prakse in nakupovalno vedenje potrošnikov

The fast fashion boom is faced with economic, environmental and social justice objections. Sustainable mar­keting initiatives have become a new style statement, and brands are shifting to environment-friendly manufacturing. This study explores how fashion apparel brands adopt sustainable marketing practices to promote sustainable purchase behaviour. A cross-sectional survey using a quantitative research design was followed to collect responses from fashion brand consumers. Variance-based partial least squares-structural equation modelling (PLS-SEM) was used to assess the hypothesized model. Two-step bootstrapping was conducted to explore the mediating role of brand perception in the relationship between sustainable marketing activity and brand loyalty. The study suggests that firms can support sustainable marketing practices by creating a brand image and building trust. This can influence consumers' perceptions of sustainability and promote brand loyalty. The study also emphasizes the significance of brand loyalty in developing sustainable purchase behaviour that endures over time. The study provides insights into sustainable marketing strategies and pol­icies in indigenous markets.

Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives

Abstract In recent years, corporations' sustainable marketing practices have gone beyond just selling mere products or services and present significant challenges. This study examines the moral, ethical, and practical challenges encountered by sustainable marketing, specifically from the standpoint of business communication. This research explains the notion of sustainable marketing and discerns its ethical dilemmas by examining the current body of scholarly literature. The discussion focuses on stakeholder theory, ethical consumerism, and communication theories. The study employs a qualitative research methodology, gathering data through comprehensive interviews and case analysis. The participants comprise marketing professionals, consumers, and companies that place sustainability as a top priority. The findings illustrate that organisations face many moral and ethical challenges while creating and executing sustainable marketing strategies. For example, challenges arise when trying to balance the desire for genuineness and openness and the success of marketing communications, as well as conflicts between moral evaluations and business goals. These challenges substantially impact the company's communication strategy, as they are directly connected to consumer trust and brand image. This study offers valuable insights for companies creating and implementing sustainable marketing strategies. It highlights the crucial role of managing moral and ethical factors to achieve long-term success. Moreover, the discoveries can aid policymakers and regulatory agencies formulate criteria and recommendations to foster sustainable corporate practices.

Sustainable Marketing Model: Market Research, Marketing Capability and Entrepreneurial Orientation in Indonesia

This study explores the application of the Sustainable Marketing Model in Indonesia's ever-changing corporate environment. The study involved 275 organizations from a variety of industries, and the sample size was large. This allowed for important insights into how market research, marketing expertise, and entrepreneurial spirit shape sustainable marketing strategies. The associations between the important variables were investigated using measurement model analysis, structural model analysis, and descriptive statistics. Positive developments in sustainable marketing practices are shown by the results, which also show strong and substantial relationships between market research, marketing competence, entrepreneurial orientation, and sustainable marketing. Measures of goodness-of-fit provide evidence for the model's general suitability. Specific tactics to improve market research, marketing skills, and entrepreneurial attitudes are among the implications for firms. The study establishes the foundation for other research projects and adds to the developing field of sustainable marketing in Indonesia

The Effectiveness of Sustainable Marketing Practices in Influencing Consumer Behaviour and Brand Loyalty

This research endeavours to comprehensively examine the role of sustainable marketing practices in influencing consumer behaviour and cultivating brand loyalty within the contemporary marketplace. Specifically, it seeks to elucidate how consumers respond to companies employing eco-friendly packaging and ethical sourcing practices, aiming to shed light on the mechanisms through which sustainable initiatives impact consumer-brand interactions. We employed a rigorous mixed-methods approach, this study integrates qualitative and quantitative methodologies to provide a holistic understanding of the phenomenon under investigation. Qualitative data collection will involve in-depth interviews and focus group discussions with consumers from diverse demographics to capture nuanced insights into their perceptions, attitudes, and behaviours towards sustainable marketing practices. Subsequently, quantitative surveys will be administered to a large and diverse sample of consumers, allowing for statistical analysis employing techniques such as regression analysis and structural equation modelling. This combined approach enables the exploration of both the depth and breadth of consumer responses to sustainable marketing practices. The findings of this research underscore the significant influence of sustainable marketing practices on consumer behaviour and brand loyalty. It reveals that consumers exhibit heightened interest and favourable responses towards companies implementing eco-friendly packaging and ethical sourcing practices. Such initiatives not only influence consumers' purchasing decisions but also foster a sense of trust, affiliation, and loyalty towards brands committed to sustainability. Moreover, the study identifies various demographic and psychographic factors that moderate the relationship between sustainable marketing practices and consumer behaviour, providing valuable insights for marketers seeking to tailor their strategies effectively. This study contributes to the existing body of literature by offering empirical evidence on the effectiveness of sustainable marketing practices in driving consumer behaviour and fostering brand loyalty. The insights garnered from this research have practical implications for marketers, policymakers, and businesses, offering actionable strategies to enhance the adoption of sustainable practices and strengthen consumer-brand relationships in an increasingly environmentally conscious marketplace.

Sustainable Marketing Strategies and Financial Performance: A bibliometric Analysis with Web of Science database

This comprehensive study explores the relationship between sustainable marketing strategies and financial performance within the evolving business landscape. It delves into the emergence of sustainable marketing as a powerful strategy that bridges consumer desires and responsible practices. Leveraging key findings from various research sources, the study underscores the significance of tangible sustainability efforts in meeting rising consumer, investor, and employee demands. It emphasizes the vital evolution of sustainable marketing practices and the shift from traditional marketing paradigms. The study highlights the major area of publication by journal, country, most popular articles and the funding agencies. Ultimately, the research identifies the need to investigate how sustainable marketing strategies impact financial performance, offering valuable insights for businesses aiming to navigate the nexus between profitability and responsible practices in today's complex business environment.

Sustainable Marketing Initiatives and Consumer Perception of Fast Fashion Brands

The fast fashion industry has been criticized for negatively impacting the economy, environment, and social justice. Consequently, many brands adopt sustainable marketing practices to promote eco-friendly manufacturing and encourage sustainable purchase behaviour. To explore this trend, a cross-sectional survey was conducted among fashion brand consumers using a quantitative research design. The survey data was analyzed using variance-based partial least squares-structural equation modelling (PLS-SEM). The results showed that sustainable marketing practices can be supported by creating a positive brand image and building trust. Such practices can positively influence consumers' perception of sustainability and promote brand loyalty, which can lead to sustainable purchasing behaviour. The study provides valuable insights into sustainable marketing strategies that fashion brands can adopt to promote sustainable practices and policies in local markets.

Sustainable Marketing in the Digital Age: A Systematic Review of the Latest Strategies and Tactics

This literature review describes the latest developments in the field of Sustainable Marketing in the Digital Age, focusing on a systematic review of the latest strategies and tactics used by companies in meeting the demands of consumers who are increasingly aware of environmental and social issues. In an ever-evolving digital age, sustainable marketing has become essential in achieving sustainable business goals, while still considering the positive impact on society and the environment. This study analyzes the use of digital technology in sustainable marketing, with an emphasis on the use of social media and digital platforms to educate and interact with consumers about sustainability issues. The integration of sustainable values in marketing strategy is also in the spotlight, illustrating how companies apply sustainable principles throughout the life cycle of products and business processes. In addition, this study discusses the importance of big data analysis in sustainable marketing decision making, as well as the role of consumer engagement through interactive content and participation in sustainable initiatives. The results of this literature review provide important insights for marketing practitioners, business managers, and researchers in understanding the latest trends and leveraging them to create effective sustainable marketing practices in the ever-evolving digital age.
 
 Keywords: Sustainable Marketing, Digital Age, Big Data Analysis

Exploring the nexus between sustainable marketing and customer loyalty with the mediating role of brand image

As the world struggles to cope with the pressing matters of global warming, rising temperature, and environmental degradation, the need for sustainable practices has become more urgent than ever for individuals and other establishments. Organizations across industries recognize the importance of adopting sustainable practices, not only to meet societal expectations but also to achieve long-term success. This research paper studies the influence of sustainable marketing on customer loyalty, focusing on the consumer electronics sector in India. A mixed-methods approach incorporating descriptive and causal research methods was used; with data collected from 302 participants from India's capital, Delhi and its nearby regions. Structural equation modeling was employed to establish multivariate relationships and Smart PLS 4 was used to analyze the data. The results suggest that sustainable marketing practices positively influence brand image and loyalty. Additionally, brand image acts as an intermediary between sustainable marketing and customer loyalty. These results provide valuable insights for managers aimed at fostering customer loyalty through sustainable practices, particularly in the consumer electronics sector.

From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty

This research paper delves into the critical relationship between Starbucks sustainable marketing practices and its impact on brand loyalty. The case description of Starbucks as a leading global coffeehouse chain provides the context for analyzing the challenges and opportunities in its sustainable marketing endeavors. The research background highlights the increasing significance of sustainability in contemporary business practices and the potential for sustainable marketing to foster brand loyalty. Drawing upon a literature review, the study summarizes and synthesizes relevant findings from multiple articles that explore the interplay between sustainability initiatives and consumer loyalty. Through a comprehensive analysis of problems, the research identifies key challenges Starbucks faces in implementing and communicating sustainability efforts. The paper then offers strategic recommendations, such as enhancing transparency, engaging consumers through education, and innovating packaging solutions, to improve the effectiveness of Starbucks sustainability initiatives and strengthen brand loyalty. The value of this paper lies in its practical implications for Starbucks and other businesses seeking to create meaningful connections with consumers through sustainability. By examining the potential benefits and results of implementing the proposed solutions, the research provides insight into how companies can enhance their brand reputation, consumer trust, and environmental impact. Furthermore, it addresses potential challenges and constraints in executing sustainability strategies, aiding decision-makers in navigating the complexities of integrating sustainability into their marketing approaches. Overall, this paper contributes to the literature on sustainable marketing and brand loyalty, providing a solid foundation for future research and guiding businesses toward a more sustainable and loyal customer base.

Increasing Customer Brand Loyalty for Hospitality Organizations Practicing Sustainable Marketing: A Case Study of Café Javas, Uganda

The purpose of this research is to discover the effect of sustainable marketing of hospitality services on consumers’ attitudinal and behavioral brand loyalty. Additionally, this research also aims to discover the mediating effect of brand trust and brand affect on this relationship. A combination of descriptive and causal research was used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The process method was used to approximate mediation effects. A reasonably valuable insight that arose is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for hospitality organizations adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty. Research limitations/implications – Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, hospitality marketers practicing sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty. The examination of the effect of sustainable marketing practices on brand-related variables in hospitality organizations has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies such as Uganda.

The Role of Sustainable Marketing Practices in Promoting Green Consumerism: A Qualitative Perspective

The Role of Sustainable Marketing Practices in Promoting Green Consumerism: A Qualitative Perspective

Does Price Matter in Mainland China? Examine the Factors Influencing Broiler Chicken Purchase Intention

Sustainable marketing emphasizes how businesses convey the concept of sustainability to consumers through marketing techniques. Previous research has focused on identifying the drivers that influence consumers’ purchase intentions for agricultural products. However, there is a lack of research on the quality of the messages that firms convey to consumers from a pricing perspective. To fill this gap, this study builds on the hedonic pricing theory using structural equation modeling to develop a formative model that enables the identification of the determinants that influence the market price of the broiler chicken industry in mainland China. By analyzing the information on 486 raw whole chicken samples in China, the results indicate that the basic, responsible production, and quality assurance attributes of broilers have a substantial effect on their selling price, whereas the marketing message attributes do not. The results of this study are enlightening for producers and marketers of agricultural products who are developing pricing strategies. This study raises important questions about the pricing of agricultural products in sustainable marketing practices, particularly in emerging economies, and suggests avenues for future research conducted in this area.

Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.

Sustainable Marketing Practices and Patronage Behavior of iPhone 13 Smart Phone

This research work is on the effect of sustainable marketing on student purchase behavior of iPhone 13. Sustainable marketing is the process of the creation, communication and delivery of consumption values to the consumer with a view to meet their needs and observe the requirements of environment preservation without jeopardizing the possibilities of meeting the needs of future generations. Consumer purchase behaviour is the selection and consumption of goods and services for the satisfaction of their wants. It is also the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behavior in the marketplace when purchasing a product or service. iPhone 13 is a sustainable phone which many students use. Consumer purchase behavior and the Theory of Planned Behavior explains the relationship between some factors and human behavior, though not exhaustive. The aim of this study is to know the extent sustainable marketing affect student purchase behavior of iPhone 13, and this will be achieved using consumer attitude and green marketing tools (eco labeling, eco advertisement, eco branding) as variables to measure this study. Four hypotheses were formulated in line with the above objective. The population of the study was made up of undergraduate student of Nnamdi Azikiwe University. The sample size was calculated to be 400. A structured questionnaire was used for collecting data for this research work. Both primary and secondary data was used for clarity. Multiple regression was used to test for the effect of the sustainable marketing variables on purchase behavior (student) with the aid of SPSS version 20. The researcher tested for the level of significance and effect of sustainable marketing on students purchase behavior on iPhone. The result showed that there is a statistically significant effect of sustainable marketing on student purchase behavior of iPhone 13. Recommendation was also made.

A comprehensive look at Greenwashing from 1996 to 2021: a bibliometric analysis

PurposeThis paper aims to see how scholarly research on Greenwashing practices and behaviour has progressed in the 21st century. There has been a lot of empirical, exploratory and conceptual work done on Green marketing, sustainable marketing and environmental marketing. However, there have been few attempts to produce a comprehensive scientific mapping of Greenwashing as a niche topic. As a result, the study’s goal is to elicit research trends through knowledge structure synthesis.Design/methodology/approachA Bibliometric Analysis on the topic of Greenwashing practices was undertaken on 355 publications. For this, a scientific search strategy was run on the Scopus database for the period 1996–2021. The study was conducted using Biblioshiny, a Web-based application that is part of the Bibliometric package. Important journals, countries, authors, keywords and affiliations were found using the software’s automated workflow and thematic evolution, citations, co-citations and social network analysis were performed.FindingsThe study indicated a gradual increase in the research related to Greenwashing practices. The findings show a relative concentration of more influential work in the said domain amongst a handful of research scholars. Many influential studies have occurred after 2007, and a rally is seen in the studies on Greenwashing till 2020. The authors can say that the rigour of research has started increasing since then. Geographic dispersion of the work has shown that the USA followed by the UK dominates the scholarly inquiry and these countries have major collaboration with European and Asian researchers. The 10 most productive countries were examined, and it was discovered that the USA contributed the majority of the publications, with the UK and China coming in second and third place, respectively, in terms of publication in the said sector. In addition to the domain’s conceptual structure, the study exposes the domain’s social and Intellectual structure. This brings up new possibilities for Greenwashing studies in the future.Research limitations/implicationsThe present research is a Bibliometric analysis that is restricted to science mapping, and hence, limitations apply to the said studies. Researchers can use systematic literature review to build a robust conceptual foundation in the future. The Scopus database was used for this study because it has a greater number of high-quality journals in structured forms that are compatible with Bibliometrix software.Practical implicationsGreenwashing practices and behaviour, as well as their links to sustainability, are discussed in this paper. It highlights the most often stated challenges in the discipline and suggests possible research topics. It provides future scholars with information on this discipline’s issues, contexts and collaboration opportunities.Social implicationsThe current study can give further directions to the researchers for conducting rigorous research on Greenwashing behaviour and practices and will guide the policymakers to formulate policies in the field of non-sustainable activities, with Greenwashing being one of them.Originality/valueA lot of work is done by the scientific community in Green marketing research, and a lot of literature is available on Green and Sustainable marketing practices. However, there is still a need felt for more extensive and rigorous research on the evolution of Greenwashing methods. This study makes a significant addition in that it brings together the scattered literature in the field, focuses on important sources, authors and documents, and investigates Greenwashing techniques and behaviour, which is the other side of the sustainable practices coin.

SUSTAINABLE MARKETING IN THE READY-MADE GARMENTS (RMG) SECTOR OF BANGLADESH

Innovative managerial and social changes, such as sustainable marketing practices considerably improve organizational performance. Although the RMG sector of Bangladesh is widely known to global consumers through the ‘Made in Bangladesh’ tagline, effective implementation of sustainable marketing in the country has been proven as a difficult task. This research examines the current state and implications of sustainable marketing in the RMG sector of Bangladesh. Primary data were collected from 20 RMG factories located in Dhaka and Gazipur that were selected using convenience sampling techniques and 120 officials were selected using convenience and snowball sampling techniques. Data were analyzed using the content analysis technique where the theoretical framework was informed by the theory of planned behavior. The research shows that knowledge about sustainable marketing of most factories is limited and often they are not interested in practicing it. It also evidences that RMG manufacturers have been late in emphasizing and adopting sustainable marketing practices. They have not yet started showing concerns in this respect. Lack of supporting information systems often impedes the implementation of sustainable marketing practices. Legal requirements and the mandatory rule for sharing information regarding sustainable marketing work as the main motivations to adopt sustainable marketing practices.

Ensuring brand loyalty for firms practising sustainable marketing: a roadmap

PurposeThe purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.Design/methodology/approachA combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.FindingsA rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.Research limitations/implicationsConsumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.Originality/valueThe examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

Consumers’ Awareness Towards Sustainable Marketing Practices: A Study in Consumer Electronics Industry

Sustainability is presumed as a key concept in today’s scenario and more and more companies are jumping on this bandwagon to be successful. The present study is an attempt to understand the extent of awareness amongst consumers’ towards sustainable marketing practices adopted by the companies in consumer electronics sector. Another purpose of this paper is to analyze if there exist any difference in the awareness of consumers based on the demographics like gender and age. The study was conducted by collecting data from 204 consumers of electronic products like laptop, mobile phone, etc. Convenient sampling technique was chosen to select the respondents for the study. A structured questionnaire has been used to collect primary data from respondents in the last quarter of 2021. Descriptive statistics and inferential statistics are used for analyzing the data. The results show that there is fair level of awareness amongst consumers of the term sustainable marketing, its products, and practices.