scholarly journals Impact of Strategic and Tactical Green Marketing Orientation on SMEs Performance

2019 ◽  
Vol 09 (05) ◽  
pp. 1633-1650 ◽  
Author(s):  
Mukesh Kumar Mishra ◽  
Dibyendu Choudhury ◽  
K. S. Venu Gopal Rao
Keyword(s):  
Green Marketing ◽  
Marketing Orientation

Conceptualisation, development and validation of green marketing orientation (GMO) of SMEs in India

2014 ◽  
Vol 5 (2) ◽  
pp. 312-337 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Energy Conservation ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Chain Management ◽  
Content Type ◽  
Marketing Orientation ◽  
Strategic Policy

Purpose – The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance. Design/methodology/approach – All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method. Findings – The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention. Research limitations/implications – The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research. Practical implications – GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome. Originality/value – This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.

Green Marketing Mix

2019 ◽  
pp. 1611-1629
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

A Study of Green Marketing Practices in Indian Companies

2015 ◽  
pp. 991-1010
Author(s):  
Bhimrao Ghodeswar ◽  
Prashant Kumar
Keyword(s):  
Structural Equation ◽  
Conceptual Development ◽  
Green Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Green Communication ◽  
Confirmatory Factor Analyses ◽  
Environmental Orientation ◽  
Marketing Orientation ◽  
Marketing Activities

The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product design innovations, responsible sourcing, recycling practices, price setting behaviour, ethical standards, responsible advertising, green communication practices, building green product credibility and consumer engagement practices were identified as core green marketing practices that determine green marketing orientation. Results of the study offer the elements of green marketing mix and a broad understanding of green marketing orientation. The study is limited for not making substantial inferences between different industries or specific company types. Results of the study enable green marketers to understand the ways of developing environmental orientation of their marketing activities aimed to produce profitable exchanges through increased levels of adaptation to the market. The study makes significant contribution in developing multi-disciplinary approach for conceptual development in green marketing and is one of its own kinds to study green marketing orientation.

A Study of Green Marketing Practices in Indian Companies

2014 ◽  
Vol 1 (2) ◽  
pp. 46-64 ◽  
Author(s):  
Bhimrao Ghodeswar ◽  
Prashant Kumar
Keyword(s):  
Structural Equation ◽  
Conceptual Development ◽  
Green Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Green Communication ◽  
Confirmatory Factor Analyses ◽  
Environmental Orientation ◽  
Marketing Orientation ◽  
Marketing Activities

The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product design innovations, responsible sourcing, recycling practices, price setting behaviour, ethical standards, responsible advertising, green communication practices, building green product credibility and consumer engagement practices were identified as core green marketing practices that determine green marketing orientation. Results of the study offer the elements of green marketing mix and a broad understanding of green marketing orientation. The study is limited for not making substantial inferences between different industries or specific company types. Results of the study enable green marketers to understand the ways of developing environmental orientation of their marketing activities aimed to produce profitable exchanges through increased levels of adaptation to the market. The study makes significant contribution in developing multi-disciplinary approach for conceptual development in green marketing and is one of its own kinds to study green marketing orientation.

scholarly journals Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image

2021 ◽  
Vol 18 (18) ◽  
pp. 9626
Author(s):  
Muhammad Ishfaq Khan ◽  
Shahbaz Khalid ◽  
Umer Zaman ◽  
Ana Ercília José ◽  
Paulo Ferreira
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Social Responsibility ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Chain Management ◽  
Green Consumption ◽  
Consumption Behavior ◽  
Marketing Orientation

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green.

scholarly journals Green Marketing Orientation and Environmental and Social Performance of Hospitality Firms in South Africa

2019 ◽  
Vol 11 (1) ◽  
pp. 277-290 ◽  
Author(s):  
Olawale Fatoki
Keyword(s):  
Social Performance ◽  
Pearson Correlation ◽  
Green Marketing ◽  
Survey Method ◽  
Cross Sectional Survey ◽  
Firm Level ◽  
Cross Sectional ◽  
Sustainable Performance ◽  
Marketing Orientation ◽  
Hospitality Firms

AbstractThe pressure on businesses to engage not only on profitability but also on social and environmental responsibility has increased in recent times. The study empirically tested the relationship between green marketing orientation (GMO) and environmental and social performance in the context of firms in the hospitality industry. Sustainable performance measurement focuses not only on financial but also on social and environmental performance. The study used the quantitative research design, and the cross-sectional survey method was used for data collection from 192 respondents. Descriptive statistics, Pearson correlation, and regression analysis were used for data analysis. Cronbach’s alpha was used as a measure of reliability. The results indicated a significant positive relationship between GMO and environmental and social performance of hospitality firms. The findings of the study suggest that GMO is a firm-level strategic resource that can improve the sustainable performance of firms in the hospitality sector. Theoretically, the study linked GMO to environmental and social performance of firms. Empirically, the study adds to the literature on the effect of GMO on sustainable performance. Practically, the study suggested recommendations that can improve the adoption of GMO by firms. These include green design, green positioning, green supply chain, and green strategy.

scholarly journals The Green Marketing Orientation & Environment Friendly Products Green Plastic bag in Sudan

2020 ◽  
Vol 1 (2) ◽  
pp. 303-312
Author(s):  
FIKRE ELEMEEN
Keyword(s):  
Detailed Analysis ◽  
Green Marketing ◽  
Future Prospects ◽  
Environment Friendly ◽  
Linguistic Study ◽  
Marketing Orientation ◽  
Linguistic Term ◽  
Plastic Bag

Intertextuality is a controversial modern linguistic term which has raised unsettled debates about writers' creativity and ideas ownership. The present paper is a literary linguistic study that hands over a substantial deliberation on the debated subject. The study is launched by an introduction to correlated topics including definitions, types, mechanisms, techniques, and arguments about intertextuality. Then, comprehensive deliberations and detailed analysis of mythical intertextuality in Milton's "Lycidas" are introduced. The paper has come up with a conclusion that the author is never dead since the text is alive and no longer a "once upon a time" narration but rather a living seed endlessly gives birth of current associations and predicts of future prospects. It has been also reached to a sort of agreement with Kristevain her confirmation on the productivity of intertextuality.

Green Marketing Mix

2015 ◽  
Vol 6 (3) ◽  
pp. 42-59 ◽  
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Review Of Literature ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

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