Relevant bibliographies by topics / Green marketing mix

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Green marketing mix'

Author: Grafiati
Published: 4 June 2021
Last updated: 15 February 2022

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'Green marketing mix.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "Green marketing mix"

1

Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix." International Journal of Asian Business and Information Management 6, no. 3 (July 2015): 42–59. http://dx.doi.org/10.4018/ijabim.2015070104.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
2

Mahmoud, Thoria Omer. "Green Marketing: A Marketing Mix concept." International Journal of Electrical, Electronics and Computers 4, no. 1 (2019): 20–26. http://dx.doi.org/10.22161/eec.4.1.3.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Strott, Runa. "4 Ps go green? Die Positionierung des Green Marketing im Marketing-Mix." Der Betriebswirt 62, no. 1 (January 1, 2021): 69–79. http://dx.doi.org/10.3790/dbw.62.1.69.

Full text
Abstract:
Abstract The green marketing mix by Runa Strott: Due to the increasing importance of sustainability and green marketing, the author has developed a model that is based on Mc Carthy’s 4 Ps, but includes the requirements of LOHAS as a target group. The model can be used for products that are intended to address this target group. Zusammenfassung Nachhaltigkeit ist in der heutigen Zeit ein häufig genutzter Begriff und wird sowohl im Privat- als auch im Geschäftsleben thematisiert. Für den klassischen Marketing-Mix bedeutet die Veränderung des Marketings in Bezug auf die Einbindung der Nachhaltigkeit auch eine stetige Anpassung an die entsprechenden Gegebenheiten. Die 4 Ps von McCarthy aus dem Jahr 1960, bestehend aus „product“ (Produkt), „price“ (Preis), „place“ (Distribution) und „promotion“ (Kommunikation), decken aufgrund der Breite, Komplexität und Vielfalt des Marketings nicht mehr alle Aspekte ab. Daher hat Runa Strott ein eigenes Modell für Produkte und Dienstleistungen, die eine „grüne Zielgruppe“ (LOHAS) ansprechen sollen, entwickelt: den Green-Marketing-Mix.
APA, Harvard, Vancouver, ISO, and other styles
4

Hasret KUMCU, Elif. "GLOBAL GREEN LOGISTICS PROJECTS IN GREEN MARKETING MIX." JOURNAL OF SOCIAL, HUMANITIES AND ADMINISTRATIVE SCIENCES 5, no. 21 (January 1, 2019): 1269–88. http://dx.doi.org/10.31589/joshas.210.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Goyal, M., and M. S. Pahwa. "Green Marketing Mix A Model towards Sustainability." International Journal of Computer Sciences and Engineering 06, no. 09 (November 20, 2018): 23–27. http://dx.doi.org/10.26438/ijcse/v6si9.2327.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Siti Jahroh, Siti Sarah Chairunnisa, Idqan Fahmi,. "How Important Is Green Marketing Mix For Consumer? Lesson From The Body Shop." Jurnal Manajemen 23, no. 2 (June 8, 2019): 321. http://dx.doi.org/10.24912/jm.v23i2.504.

Full text
Abstract:
The increasing of consumer needs for cosmetics must be balanced with the care of environmental issues through marketing activities (green marketing). The green marketing concept can be applied in every element of marketing mix comprehensively. The Body Shop is one of the pioneer in cosmetic companies implementing the green marketing mix. The purpose of this study to analyze the effect of green marketing mix towards consumer satisfaction and loyalty. Selected respondents are the consumer who visit the store at least two times within the last six months and above 17 years old. The analysis method used is Structural Equation Modeling (SEM) by SMART PLS software. The result of this study indicate that green marketing mix’s effect towards loyalty through consumer satisfaction is higher than green marketing mix’s effect towards loyalty directly.
APA, Harvard, Vancouver, ISO, and other styles
7

Zaky, Muhammad Husnan, and Ni Made Purnami. "GREEN MARKETING MIX BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIG TREE FARMS DI LOTUS FOOD SERVICES." E-Jurnal Manajemen Universitas Udayana 9, no. 2 (February 3, 2020): 678. http://dx.doi.org/10.24843/ejmunud.2020.v09.i02.p14.

Full text
Abstract:
The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities. This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products. The research sample was determined by a purposive sampling method of 125 consumers. Data collection was carried out by distributing questionnaires to consumers of Big Tree Farms products at Lotus Food Services Jimbaran, Badung. The data analysis technique in this study used multiple linear regression analysis. The conclusions from the results of the study are, Green marketing mix (green product, green price, green place and green promotion) has a positive and partially significant effect on the purchasing decisions of Big Tree Frams products at Lotus Food Services Jimbaran, Badung. Keyword : Green Marketing Mix,Buying Decision
APA, Harvard, Vancouver, ISO, and other styles
8

Mahmoud, Thoria Omer. "Impact of green marketing mix on purchase intention." International Journal of ADVANCED AND APPLIED SCIENCES 5, no. 2 (February 2018): 127–35. http://dx.doi.org/10.21833/ijaas.2018.02.020.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Pistol, Luminita, and Rocsana Ţoniş Bucea-Manea. "The „7Ps”&”1G” that rule in the digital world the marketing mix." Proceedings of the International Conference on Business Excellence 11, no. 1 (July 1, 2017): 759–69. http://dx.doi.org/10.1515/picbe-2017-0080.

Full text
Abstract:
Abstract Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.
APA, Harvard, Vancouver, ISO, and other styles
10

Johan Sembiring, Ryan. "The Effect Green Marketing Mix on Corporate Image as Well as Implication for Purchase Intention of Food and Beverages Companies In Indonesia." Journal of Sosial Science 2, no. 2 (March 25, 2021): 210–22. http://dx.doi.org/10.46799/jsss.v2i2.112.

Full text
Abstract:
This study aims to analyze and prove effect of the green marketing-based marketing mix consisting of (green product, green price, green distribution, green promotion) on corporate image and its implications for the purchase intention of food and beverage companies in Indonesia, partially or jointly and the effect of the green marketing-minded marketing mix consisting of (green product, green price, green distribution, green promotion) and corporate image on the purchase intention of food and beverage companies in Indonesia, both partially or collectively. The research method used in this research is descriptive and verification methods with a sample of 205 respondents, and the data analysis method used is SEM (Structural Equation Modeling) using the Lisrel Program. Based on the research results, the following findings were found as green product, green price, green distribution and green promotion both partially and collectively have a positive and significant effect on corporate image with a coefficient of determination (R2) of 88%. Likewise, green product, green price, green distribution, green promotion and corporate image either partially or collectively have a positive and significant effect on purchase intention with a coefficient of determination (R2) of 98%. This research finds and proves that to increase purchase intention it is necessary to increase the marketing mix with a marketing perspective (green product, green price, green distribution and green promotion) and corporate image in the non-physical identity dimensions needs to be improved.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "Green marketing mix"

1

Kontic, Ivan, and Jasmin Biljeskovic. "Greening the marketing mix : A case study of the Rockwool Group." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12777.

Full text
Abstract:

Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group.

Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.

 

Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.

 

Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans.

Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.

APA, Harvard, Vancouver, ISO, and other styles
2

Li, Shanshan, and Zifei Tang. "Understanding Green Marketing with Marketing Mix : a case study on The Body Shop." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8060.

Full text
Abstract:
Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects.   Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data.    Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the popularity of the brand still the most important influence factor in their purchase decision-making.    Suggestions for future research: A further study can be put on a research about how to gain advantages, such as customers’ loyalty and trust, by improving their green strategy.   Contribution of the thesis: This study contributes to enhancing the understanding of the combination of the 4Ps of marketing and green marketing. Furthermore, the findings have improved our knowledge of the consumers’ attitude toward their strategies.   Paper type Case study/ Research paper
APA, Harvard, Vancouver, ISO, and other styles
3

Fan, Haofu, and Lin Zeng. "Implementation of Green Marketing Strategy in China : A Study of the Green Food Industry." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-9398.

Full text
Abstract:
Title: Implementation of Green Marketing Strategy inChina - A Study of the Green Food Industry Research Aim: Our research aim is to explore factors which influence Chinese consumers’ behavior, analyze marketing strategies of company we interviewed according to four Ps of conventional marketing mix, and finally put forward our own opinions about how green food companies use four Ps of conventional marketing mix to implement green marketing strategy in green food industry in China. Methodology: This thesis studies green marketing of green food industry inChina from two aspects, consumers and company we interviewed by conducting a mixed methods research. Quantitative and qualitative data are simultaneously from consumers and company though questionnaires and interviews survey respectively. Conclusion: Based on the analysis on Chinese consumers and the empirical materials collected from our interview with a green food company we draw some implications on how to implement green marketing strategy in the industry of green food inChina. As the factors which influence Chinese consumers’ behavior and characteristics between green agricultural products and green processed food are different, green marketing strategies of the two kinds of products should be implemented by different ways.
APA, Harvard, Vancouver, ISO, and other styles
4

Lorentzson, Rebecka, and Sofia Kullberg. "Small green farm shops on the countryside and their green marketing strategies : A cross case study of how and why small green Swedish farm shops work with green marketing strategies to interact with potential customers." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-34084.

Full text
Abstract:
This thesis examines how small green Swedish farm shops are using green marketing and why customers are buying from small green farm shops. To examine this, two farm shops were chosen based on specific criteria; Gudmundsgården and Skrea Ost. The owners were interviewed about their marketing strategies and a questionnaire were handed out to their customers, regarding their attitudes towards green products and farm shops, in order to collect data from two perspectives and compare the farm shops’ perspective to the customers’ perspective. Both interviews resulted in similarities and differences between the farm shops regarding different marketing strategies and approaches, where customer relationships were the most important one. From the customers’ perspective, it was concluded that if a product was considered green, the green customers did not care much about the location of the farm shop or the price of the product. They are willing to drive further and pay more if they know that there are no additives in the product and that it has lower environmental harm. The research contributes with new knowledge about small green farm shops in Sweden, their marketing strategies and the importance of relationships.
APA, Harvard, Vancouver, ISO, and other styles
5

Hammarsten, Anna, and Emma Ohlsson. "Attitudes & Incentives of Green Marketing in the Clothes and Accessory Industry - Companies Perspectives." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21691.

Full text
Abstract:
This is a comparative, qualitative study conducted through comparing three different companies that are in some extent using Green marketing in their marketing communication. The issue that this study addresses is the problematics connected to the use of green marketing. To address this problem, the purpose of this study will be to investigate how companies relates to the phenomena and how the attitudes differ between these. The thesis will target companies within the clothing and accessory industry and will furthermore investigate why the concerned companies choose to use green marketing. The empirical data collection consists out of interviews with key-persons that have a deep understanding of their respective company. Three beginning interviewees was performed and later on supplemented with a in-depth interview with representatives from each company’s market department. The selected interviewees are all representative for the respective companies attitudes in this thesis. The three companies compared in this thesis are Sandgrens Clogs, Houdini and Tenson. After conducting the interviews, the interviews were transcribed and analyzed, thereafter the empirical data collection could be compared to each other. Through the interviews we could distinguish three themes: Green marketing, Greenwashing and sustainability.The result from the thesis will provide an understanding of why companies choose to use green marketing. To get a deeper understanding, the thesis will also cover the different attitudes towards the phenomena green marketing and sustainability. Furthermore it will give an understanding of why and how Sandgrens Clogs, Houdini and Tenson uses green marketing in their market communication. Companies as well as consumers could gain from the awareness of the usage of green marketing that this thesis are contributing with.
APA, Harvard, Vancouver, ISO, and other styles
6

Chuwa, Lucia, and Ukpemeobong Ibokette. "The Role of Organizational Culture on Green Marketing." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-32805.

Full text
Abstract:
Title: The Role of Organizational Culture on Green Marketing Level: Final Thesis for Master’s Degree Program Authors: Lucia Gido Chuwa  and Ukpemeobong Usen Ibokette Supervisor: Dr. Daniella Fjellström Examiner: Dr. Maria Fregidou-Malama Date: June 2020   Aim: The aim of this study is to explore the influence of organizational culture on green marketing. Method: This study applies a qualitative research approach on seven selected companies in Sweden and Nigeria.  We interviewed seven people using seven semi-structured interview questions and we carried out thematic data analysis by grouping the findings into common themes to guide our discussion. Result & Conclusions: This study concludes that organizational culture influence implementation of green marketing as it dictates what happens within the organization and how it happens. The organization that embraces environmental values in its culture needs to disseminate it to all employees to create common understanding and commitment towards its implementation. We also discovered a lower level of customer awareness on green marketing which requires more efforts by organizations and stakeholders to create this awareness or advocacy which will help firms investing on green marketing to sell their products. Suggestions for future research: We suggest a future study which could complement this study using a bigger sample size. We also propose a comparative future study which may help to highlight how implementation of green marketing in developed countries like Sweden differs from the developing countries like Nigeria. Furthermore, we suggest an explorative study on how best the customer awareness on green marketing can be enhanced so that to support green marketing. Contribution of the thesis: This study contributes to the body of knowledge about organizational culture, environmental sustainability and green marketing through highlighting how organizational culture influence implementation of different components of green marketing mix, which was an underexplored area. We also contribute that customer awareness is an important aspect to encourage green marketing Key words: Green marketing, green marketing mix, organizational culture, Sweden, Nigeria, environmental sustainability and Natural Resource Based View Theory.
APA, Harvard, Vancouver, ISO, and other styles
7

Aguirre, Plasencia Gessica. "The Green Marketing Mix and its influence on organic (green) food consumption : A study from the food retailer perspective." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-37670.

Full text
Abstract:
This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.
APA, Harvard, Vancouver, ISO, and other styles
8

Morel, Magali, and Francis Kwakye. "Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase Intention in the Fast Moving Consumer Goods (FMCG) sector." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-59596.

Full text
Abstract:
The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.
APA, Harvard, Vancouver, ISO, and other styles
9

Broström, Viktor, and Elena Martinez. "Grönt värdeskapande : En kvalitativ studie om att skapa och förmedla gröna värden inom e-handeln." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-46196.

Full text
Abstract:
The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value ​​for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value ​​for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value ​​should be combined with other more basic values ​​that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value ​​can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value ​​and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.
APA, Harvard, Vancouver, ISO, and other styles
10

Velter, Aline Nadalin. "Um estudo dos determinantes ao comportamento pró-ambiental de professores universitários." Universidade Federal de Santa Maria, 2011. http://repositorio.ufsm.br/handle/1/4583.

Full text
Abstract:
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
With the growing pressures of social actors on the degradation of the environment and that this has direct influence on quality of life, called the growing environmental movement. Committed to this movement, the eco-consumer voice their environmental concerns in their attitudes and consequently in their buying behavior, consider seeking products that cause less adverse impacts to the environment and appreciating those that are produced by environmentally responsible companies. Thus, this study sought to identify determinates that influence the purchasing behavior of university professors of business administration courses from Brazilian institutions towards pro-environmental products. To that end, was investigated the environmental awareness of consumers using the scale of the New Ecological Paradigm (NEP-Scale) developed by Dunlap and Van Liere (1978) and updated by Dunlap et al. (2000). It was also applied the scale Enoki et al. (2008) to ascertain the impact of marketing mix strategies in their purchasing behavior pro-environment. Was conducted a survey research to then test the model through the use of structural equation modeling. The findings didn t indicate a positive relationship between environmental awareness and purchasing behavior pro-environmental. However, there were positive relationships between the strategies of price, place and product and purchasing behavior in environmentally friendly, as well as the positive influence of the promotion strategy on pricing strategies, place strategies and product strategies of green marketing. In the end, it is proven that the marketing strategies are important in influencing the pro-environmental purchase behavior of the consumers.
Com o crescimento das pressões dos atores sociais sobre a degradação do meio ambiente e a interferência direta que esse tem na qualidade de vida das pessoas, cresce o chamado movimento ambientalista. Engajado a esse movimento, o consumidor ecológico manifesta as suas preocupações ambientais nas suas atitudes e, consequentemente, no seu comportamento de compra, buscando produtos que considera causarem menos impactos negativos ao meio ambiente e valorizando aqueles que são produzidos por empresas ambientalmente responsáveis. Dessa forma, este estudo buscou identificar os determinates que influenciam o comportamento de compra de professores universitários dos cursos de administração de instituições brasileiras perante produtos pró-ambientais. Para tanto, foi averiguada a consciência ambiental desses consumidores, utilizando-se a escala do Novo Paradigma Ecológico (Escala-NEP), desenvolvida por Dunlap e Van Liere (1978) e atualizada por Dunlap et al. (2000). Também foi aplicada a escala de Enoki et al. (2008) para verificar o impacto das estratégias do mix de marketing verde no comportamento de compra próambiental. Foi conduzida uma pesquisa do tipo survey para, posteriormente, testar o modelo proposto através da utilização da modelagem de equações estruturais. Os achados não indicaram uma relação positiva entre consciência ecológica e comportamento de compra próambiental do consumidor. No entanto, ocorreram relações positivas entre as estratégias de preço, praça e produto no comportamento de compra ambientalmente favorável, assim como a influência positiva da estratégia promoção nas estratégias de preço, praça e produto do mix de marketing verde. Ao final, é comprovado que as estratégias de marketing são importantes para influenciar o comportamento de compra pró-ambiental dos consumidores.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "Green marketing mix"

1

Zur Zulässigkeit der Werbung mit Umweltslogans und Umweltzeichen im deutschen und amerikanischen Recht. Frankfurt am Main: P. Lang, 1999.

Find full text
APA, Harvard, Vancouver, ISO, and other styles

Book chapters on the topic "Green marketing mix"

1

Kirgiz, Ayca Can. "Green Marketing Mix." In Green Marketing: A Case Study of the Sub-Industry in Turkey, 23–61. London: Palgrave Macmillan UK, 2016. http://dx.doi.org/10.1057/9781137535894_2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Spyropoulos, Theocharis. "MIT Start-Ups Ecosystem and Greek Start Ups Reality: An Ecosystem Comparison." In Strategic Innovative Marketing and Tourism, 925–30. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_102.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix." In Green Business, 1611–29. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7915-1.ch078.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
4

Kılıç, Serkan, and Erkan Özdemir. "Green Marketing Strategies and Marketing Performance." In Green Business, 1444–63. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7915-1.ch070.

Full text
Abstract:
Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.
APA, Harvard, Vancouver, ISO, and other styles
5

Kılıç, Serkan, and Erkan Özdemir. "Green Marketing Strategies and Marketing Performance." In Practice, Progress, and Proficiency in Sustainability, 135–54. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2912-5.ch008.

Full text
Abstract:
Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.
APA, Harvard, Vancouver, ISO, and other styles
6

Shaik, Shahazadi Begum. "Green Marketing." In Practice, Progress, and Proficiency in Sustainability, 473–500. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0440-5.ch021.

Full text
Abstract:
Green marketing is essentially a core strategy that calls for an integrated and proactive approach rather than a fragmented and reactive concern towards sustainability. The ad hoc initiatives adopted by organizations in the wake of emergencies are more often seen as efforts to gain “green credentials” rather than treating sustainability as an issue with a direct impact on business results. More often, the environmental, social and governance activities are disconnected from the core strategy. The purpose of this chapter is to facilitate a holistic learning of green marketing that aids decisions in making environmentally responsible choices. A well-crafted green marketing mix strategy that is a combination of green product with a green price and green promotional efforts promotes green consumer behavior. Managing green supply chains and understanding the behavior of green consumers are core areas of green marketing that are attracting stakeholder attention. Organizations that follow an inclusive approach towards the environment will be the most successful in all terms.
APA, Harvard, Vancouver, ISO, and other styles
7

Charter, Martin. "Greener Marketing Strategy: Why and How to Green the Mix." In Greener Marketing, 141–68. Routledge, 2017. http://dx.doi.org/10.4324/9781351283526-6.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Sima, Violeta, and Ileana Georgiana Gheorghe. "Customer Satisfaction in the Consumption of Green Products." In Advances in Marketing, Customer Relationship Management, and E-Services, 59–92. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2139-6.ch004.

Full text
Abstract:
This chapter aimed to identify those factors that determine the green consumer satisfaction, having as the emerging point the consumer behavior definition and the sustainable development concept. The authors propose a new approach of the dimensions of the evaluation model for customer satisfaction including a new one, called The Green Dimension. An important goal was identifying the drivers of the consumer purchasing. The authors identified three main areas of the green dimension of customer satisfaction. They are related to Company, Product/service, and Price. Then some considerations regarding an integrated approach of strategic mix from a ‘green' perspective have been presented. According to research from Boston Consulting Group, in order to obtain a Green Advantage, companies should enhance their strategic mix taking into considerations green planning, green processes, green product, and green promotion. The authors added two more elements, namely people and eco-efficiency, resulting “The Green Strategy Mix”.
APA, Harvard, Vancouver, ISO, and other styles
9

Soogun, Adenike Oyelola. "Nexus of Green Management, Green Marketing, Sustainability, and Financial Performance." In Handbook of Research on Climate Change and the Sustainable Financial Sector, 353–73. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7967-1.ch021.

Full text
Abstract:
Consumer and organizational awareness of environmental sustainability is ever increasing. In the era of global warming and climate change, organizations need to move away from traditional marketing strategies to green marketing strategies and green management to remain sustainable. The objectives of this chapter are to provide stakeholders with the overview and importance of green marketing, establish the link between green marketing mix and strategic green marketing, and reveal what organizations should focus on in developing green management to remain competitive and profitable. Green marketing strategies activities for financial services were highlighted, and lastly, the authors examined the impact of green management on firm financial performance. The chapter offers a holistic practice and recommendation of going green for both financial services and other businesses. Practical implications for managers were pointed out through commitment to green marketing and management to yield positive outcomes on firm financial performance in the long run.
APA, Harvard, Vancouver, ISO, and other styles
10

Ghodeswar, Bhimrao, and Prashant Kumar. "A Study of Green Marketing Practices in Indian Companies." In Marketing and Consumer Behavior, 991–1010. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch046.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "Green marketing mix"

1

Fitriani, Lili, Entin Jumantini, Odang Supriatna, and Jaelani Jaelani. "The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision." In Proceedings of the 1st Universitas Kuningan International Conference on Social Science, Environment and Technology, UNiSET 2020, 12 December 2020, Kuningan, West Java, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.12-12-2020.2304969.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Maulani, Tera Saptina. "Green Banking: A Service Product Innovation In Brand Image Enhancement Through The Marketing Mix." In International Conference on Economics and Banking. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/iceb-15.2015.7.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Farradia, Yuary, Abdul Bon, and Hari Muharam. "The Role of External Green Supply Chain management on Green Marketing Mix toward Sustainability of Petrochemical Industry in Indonesia." In 1st International Conference on Science and Technology in Administration and Management Information, ICSTIAMI 2019, 17-18 July 2019, Jakarta, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.17-7-2019.2302906.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Yuningsih, Erni, Rachmat Gunawan, and Endang Silaningsih. "Increasing Competitiveness of Micro, Small and Medium Enterprises Through the Application of Green Marketing Mix to Support for Tourism Sector." In Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.1-10-2020.2305000.

Full text
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Green marketing mix' for particular source types:
Journal articles Dissertations / Theses
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography