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Journal articles on the topic 'Green marketing mix'

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

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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.

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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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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.

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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.

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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.
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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.

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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.

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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.

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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.
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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.

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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
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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.

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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.

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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.
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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.

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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.
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Giantari, I. Gusti Ayu Ketut, and I. Putu Gede Sukaatmadja. "Effects of environmental orientation, green marketing mix and social capital on the competitive advantage of real estate developers in Bali." Property Management 39, no. 2 (January 19, 2021): 193–209. http://dx.doi.org/10.1108/pm-01-2020-0005.

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PurposeTo test and explain about the implementation of the green marketing mix strategy, based on an environmental orientation and social capital in increasing the competitive advantage of the real estate developer or company in Bali.Design/methodology/approachData collected in this study are primary data. Primary data collection is done by survey method using a research instrument in the form of a questionnaire. This research was conducted at real estate development companies in several cities in Bali. The sample unit is a real estate developer in Bali whose scope of operation project is at least 20 hectares, which means the scale of the property business is a middle-class and upper-class company. The unit of analysis is the company developer in Bali, while the respondent is General Manager, CEO or company owner. Data analysis employs inferential statistics of partial least square (PLS).FindingsThe findings in this study indicate that environmental orientation and competitive advantage do not have a significant direct relationship. However, it has an indirect effect through the adoption of a green marketing mix strategy. Thus, the application of the green marketing mix strategy has a positive and significant impact on increasing competitive advantage. Then, environmental orientation has a direct and significant influence on the application of the green marketing mix. Social capital has a positive and significant influence on competitive advantage.Originality/valueThe originality of this study is evident from the effort to deepen the analysis about the Competitive Advantage uses a green marketing mix strategy for real estate developers as a service company. Although there are many studies on EO, the results are still varied so that this becomes something interesting. Thus, in this study the concept of the effect of EO influence was developed on the implementation of the green marketing mix strategy by green property developers.
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Genoveva, Genoveva, and Dian Ridho Samukti. "GREEN MARKETING: STRENGTHEN THE BRAND IMAGE AND INCREASE THE CONSUMERS’ PURCHASE DECISION." MIX JURNAL ILMIAH MANAJEMEN 10, no. 3 (October 6, 2020): 367. http://dx.doi.org/10.22441/mix.2020.v10i3.004.

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This study aims to determine how much influence green marketing toward consumers’ purchase decision mediated by brand image of Ades mineral water in Jabodetabek. The type of research used in this study is descriptive with a quantitative approach. The variables in this study are green marketing, brand image and purchase decision. The population in this study is consumers who have bought and consumed Ades mineral water. This study uses 268 people as samples selected by non-probability sampling method. This study uses Descriptive and Structural Equation Modeling analysis to analyze data with the help of SPSS and AMOS software. The results of this study indicate that 1) green marketing directly has a significant influence toward brand image of Ades mineral water, 2) green marketing directly has a significant influence toward purchase decision of Ades mineral water, 3) brand image directly has a significant influence toward purchase decision of Ades mineral water, and 4) green marketing indirectly has a significant influence toward purchase decision of Ades mineral water through brand image as a mediating variable.
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Sienatra, Krismi Budi, and Egar Sekar Evani. "Efek Green Marketing Mix terhadap Minat Beli Produk Ramah Lingkungan." Jurnal Manajemen Bisnis dan Kewirausahaan 5, no. 2 (March 29, 2021): 220. http://dx.doi.org/10.24912/jmbk.v5i2.10022.

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The spread of environmental issue requires business units to prioritize sustainability in the system or products. Gradually the community becomes more aware of life environmental damage and efforts to preserve the environment. Under the conditions, like this environmental-friendly products are shown by several product and service industries. The purpose of this research is to find out whether green product and green promotion have positive impact on purchase intention of Eco bouquet product. The variables that are used are Green Product (X1), Green Promotion (X2) and Purchase Intention (Y). The object of this research is a florist who provides flower bouquets and souvenirs. The populations of this research are potential buyers and all the followers in promotion media, totally 150 people. Sample number collection in this research were accidental sampling technique on potential buyers, that is, a technique that is done accidentally where anyone who is considered suitable to be the source of data will be sampled in this research. The analysis tool that is used is multiple linear regression. The result of the regression analysis states that green product and green promotion have significant influence on purchase intention of Eco bouquet products. Maraknya isu lingkungan menuntut unit-unit usaha mengedepankan keberlanjutan (sustainability) dalam sistem maupun produk mereka. Masyarakat lambat laun semakin sadar akan kerusakan lingkungan hidup dan upaya-upaya untuk melestarikan lingkungan. Dalam kondisi seperti ini, produk ramah lingkungan dimunculkan oleh beberapa industri produk dan jasa. Penelitian ini bertujuan untuk mengetahui apakah bagian dari konsep green marketing mix yaitu green product dan green promotion memiliki dampak positif terhadap minat beli produk Eco Bouquet. Variabel yang digunakan yaitu Green Product (X1), Green Promotion (X2) dan Minat Beli (Y). Obyek penelitian ini adalah florist yang menyediakan buket bunga dan souvenir yang ramah lingkungan. Populasi dalam penelitian ini adalah potential buyer Noir Florist, yaitu seluruh konsumen yang tahu tentang produk florist secara umum, konsumen yang pernah melakukan pembelian dan seluruh pengikut media promosi florist Eco Bouquet yang berjumlah 150 orang. Pengambilan jumlah sampel pada penelitian ini menggunakan teknik accidental sampling pada potential buyer Noir Florist, yaitu teknik yang dilakukan secara kebetulan dimana siapa saja yang dianggap cocok menjadi sumber data yang akan menjadi sampel dalam penelitian ini. Alat analisis yang digunakan adalah regresi linear berganda. Hasil analisis regresi menyatakan bahwa green product dan green promotion memiliki pengaruh yang signifikan terhadap minat beli produk Eco bouquet.
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Genoveva, Genoveva, and Wulan Berliana. "Pengaruh Green Marketing Mix terhadap Brand Image Produk Tupperware." Journal of Management and Business Review 18, no. 1 (January 30, 2021): 60–76. http://dx.doi.org/10.34149/jmbr.v18i1.218.

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Chahal, Hardeep, Ramesh Dangwal, and Swati Raina. "Antecedents and consequences of strategic green marketing orientation." Journal of Global Responsibility 5, no. 2 (September 2, 2014): 338–62. http://dx.doi.org/10.1108/jgr-09-2013-0012.

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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.
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Зайцева, Дарья, Daria Zaitseva, Инна Краковецкая, and Inna Krakovetskaia. "GREEN MARKETING: tendencies and perspectives." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2016, no. 2 (November 25, 2016): 55–60. http://dx.doi.org/10.21603/2500-3372-2016-2-55-60.

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This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is directly connected with the concept of the marketing mix it is related to. Many companies do not want to use all parts of the 4 P strategies but instead choose to use only specific elements of each. This allows companies to choose a tailored "green" marketing strategy to achieve their goals. Green marketing strategies help companies to develop products that are environmentally friendly and satisfy the requirements of consumers.
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Lewandowska, Anna, Joanna Witczak, and Przemysław Kurczewski. "Green marketing today – a mix of trust, consumer participation and life cycle thinking." Management 21, no. 2 (December 1, 2017): 28–48. http://dx.doi.org/10.1515/manment-2017-0003.

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SummaryA transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.
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Efanny, Wita, Jony Haryanto, Muhammad Kashif, and Hanif Adinugroho Widyanto. "The relationship between marketing mix and retailer-perceived brand equity." IMP Journal 12, no. 1 (March 12, 2018): 192–208. http://dx.doi.org/10.1108/imp-12-2016-0019.

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Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.
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Rahman, Fatur, Pamasang S. Siburian, and Gusti Noorlitaria A. "Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda." FORUM EKONOMI 19, no. 1 (November 28, 2017): 119. http://dx.doi.org/10.29264/jfor.v19i1.2118.

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Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel Green Product (X1), Green Price (X2), Green Place (X3), Green Promotion (X4) terhadap Keputusan Pembelian Produk Tupperware di Samarinda. Berdasarkan hasil analisis diperoleh persamaan regresi linier berganda yaitu Y = 5,994 + 0,264X1 + 0,395X2 + 0,383X3+ 0,334X4. Hasil uji F menunjukkan bahwa nilai Fhitung (5,748>Ftabel 2,479) yang artinya variabel Green Product (X1), Green Price (X2), Green Place (X3), Green Promotion (X4) terhadap Keputusan Pembelian Produk Tupperware di Samarinda. Hasil uji t menujukkan bahwa nilai korelasi parsial variabel Green Product (X1) sebesar 0,922 dengan nilai thitung (2,440) > ttabel 1,985 ) dan signifikan 0.000. Artinya dilihat dari nilai korelasi parsial sebesar 0.922 atau 92,0 % bahwa variabel Green Product (X1), menjadi faktor yang dominan mempengaruhi variabel Keputusan Pembelian (Y).Kata Kunci: Green Product, Green Price, Green Place, Green Promotion dan Keputusan Pembelian
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Chockalingam, Senthil Nathan, and Densingh Joshua Isreal. "Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India." Management & Marketing 11, no. 1 (April 1, 2016): 355–70. http://dx.doi.org/10.1515/mmcks-2016-0002.

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Abstract The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.
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Salem, Mohammed, Ezzedine Abdel Moati Dalloul, Al-Baraa Akram Tabasi, Tariq Adel Harzallah, Ahmed Riad Al-Habil, and Youssef Ismail Maqt. "Effect of Applying Green Marketing Mix Elements on Achieving Competitive Advantage - Case Study: Palestine Cellular Communications Co. JAWWAL." International Journal of Business Ethics and Governance 2, no. 3 (December 31, 2019): 78–102. http://dx.doi.org/10.51325/ijbeg.v2i3.46.

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This study aims to investigate the effects of applying green marketing mix elements in achieving the competitive advantage: an empirical study on the customers of Palestine Cellular Communications "Jawwal". The study highlights the application of green marketing mix and its four dimensions: the green product, the green price, the green promotion, and the green place, and its effect in attaining the competitive advantage. This will help the decision makers in Jawwal, working in the Gaza Strip, come up with importance of this modern marketing techniques and its role in increasing the environmental awareness and developing the social responsibility to offer an environmentally safe service to the customers and accomplish the competitive advantage which will lead the company to be the top between its competitors. The descriptive analytical method was used to reach the results of the study. The field of the study is the whole users of Jawwal services. The researchers distributed a questionnaire among 400 users of Jawwal using a random sample, then received back 383 questionnaires. The study presented a set of results and the most importantly: The application of green marketing mix elements represented in (the green product, the green price, the green promotion, and the green place) has a great role in achieving the competitive advantage of the company. This means using this marketing style will contribute in an effective way to make the company rank the best among its competitors.
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Ramli, Yanto, Dudi Permana, Mochamad Soelton, Swarmilah Hariani, and Tantri Yanuar. "THE IMPLICATION OF GREEN MARKETING THAT INFLUENCE THE CUSTOMER AWARENESS TOWARDS THEIR PURCHASE DECISION." MIX JURNAL ILMIAH MANAJEMEN 10, no. 3 (October 6, 2020): 385. http://dx.doi.org/10.22441/mix.2020.v10i3.005.

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The disposal of plastic waste in the ocean has become a serious issue in Indonesia. There has been plenty of news referring the plastic trash in the Ocean, which has harm and kill lots of sea animals around the ocean and also create unhealthy environment. The intention of this study is to analyze and implement green marketing in fast food restaurants to promote and educate customers referring to the dangers of using plastic products and control them from the fast food restaurants. This research is to analyze the customer awareness and bahavior towards their purchase decision in relating to green marketing as the intervening variable. The collection of data is done through the distribution of questionnaire to the respondents,thecustomers ofKFC restaurants in Jakarta, Indonesia is the respondent of this research. The method of analysis is based on descriptive and verification research, the sample determination is usingPurposive Random Sampling and the data analysis is using Partial Least Square (PLS). The results show that customer awareness and customer behavior have positive and significant effect towards green marketing and customer behavior has the most significant influence towards green marketing compared to customer awareness. The results show that KFC customers' awareness concerning the plastic waste is still low eventhough they understand the danger of the plastic waste, but gradually their behavior of preventing the plastic products start to increase after implementing green marketing which have educate them concerning the danger of plastic waste and the limitation of plastic products in the restaurants.
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Mohd Isa, Salmi, and Aida Azlina Mansor. "REJUVENATING THE MARKETING MIX THROUGH NEUROMARKETING TO CULTIVATE THE GREEN CONSUMER." International Journal of Industrial Management 5 (March 4, 2020): 66–75. http://dx.doi.org/10.15282/ijim.5.0.2020.5623.

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In the 21st century, the growth of environmentally friendly products caught attention primarily from both consumers and companies. One of the most interesting trends is consumers’ growing environmental conscience and social impacts of the products they buy. The preference for green products is clearly increasing. Consumers want to act green, but they expect businesses to lead the way. However, many companies experienced problems to understand the consumers’ decision-making process. Consumers are equally confused when they do not quite understand how to act on their greener impulses. Many attempts to label green products are meaningless at best and mystifying at worst. In other words, companies must move customers through the entire purchasing process—from being aware of eco-friendly products to consider their pros and cons, to paying for the products. Due to this issue, a significant advancement of neuroscience has resulted in the emergence of neuromarketing, which provides a better understanding of how subconscious minds react in everyday situations, especially in marketing activities. This new concept brings powerful insights and techniques into marketing research, especially on consumers’ behaviour analysis. In this view, this study looks at the growing field of neuromarketing and aims to explore consumers’ subconscious minds by examining the effectiveness of the marketing mix on consumers’ decision-making process. This study employed Event-related Potential (ERP) and Eye Tracking (ET) to examine consumers’ subconscious minds towards the main component of the marketing mix during the decision-making process. A laboratory experiment employed twenty-two volunteers to take part in the study. The results revealed that price and promotion elements are the key attributes which consumers consider in purchasing a green product. Thus, neuromarketing can reconfigure and improve conventional theories of marketing. This evidence offers a new marketing opportunity for marketers to improvise their marketing strategy and thus, increase their sales growth.
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Hossain, Afzal, and Md Yusuf Hossein Khan. "Green marketing mix effect on consumers buying decisions in Bangladesh." Marketing and Management of Innovations 4 (2018): 298–306. http://dx.doi.org/10.21272/mmi.2018.4-25.

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Madeira, Adriana Beatriz. "Green marketing mix: A case study of Brazilian retail enterprises." Environmental Quality Management 28, no. 3 (March 2019): 111–16. http://dx.doi.org/10.1002/tqem.21608.

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Oktaviani, Dwi, and Rodhiah Rodhiah. "Pengaruh Green Marketing Mix terhadap Minat Beli Produk Love Beauty and Planet Di Jakarta." Syntax Idea 3, no. 7 (July 19, 2021): 1586. http://dx.doi.org/10.36418/syntax-idea.v3i7.1306.

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Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Green Marketing Mix yang terdiri dari Green Product, Green Price, Green Place dan Green Promotion terhadap minat beli konsumen pada produk Love Beauty and Planet. Penelitian ini menggunakan desain penelitian Deskriptif. Pengambilan sampel dilakukan dengan metode Purposive sampling dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen Love Beauty and Planet di Jakarta. Data dikumpulkan dengan menyebarkan kuesioner secara online (Google From). Analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan alat analisis data yaitu SmartPLS. Hasil dari penelitian menunjukkan bahwa dari Green Marketing Mix hanya Green Product dan Green Price yang mempengaruhi minat beli konsumen sedangkan Green Place dan Green Promotion tidak mempengaruhi minat beli konsumen Love Beauty and Planet di Jakarta. Dari hasil penelitian tersebut dapat disimpulkan bahwa minat beli konsumen Love Beauty and Planet di Jakarta tidak dipengaruhi oleh promosi dan tempat pendistribusian produk Love Beauty And Planet.
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Vilkaite-Vaitone, Neringa, and Ilona Skackauskiene. "Green marketing orientation: evolution, conceptualization and potential benefits." Open Economics 2, no. 1 (August 23, 2019): 53–62. http://dx.doi.org/10.1515/openec-2019-0006.

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AbstractGlobal economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.
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Satrio, Danang, Siti Yunitarini, and Nila Rizqiani. "Application of green marketing mix of beauty products on sales through purchase decisions as intervening variable." Asian Management and Business Review 1, no. 2 (August 30, 2021): 81–94. http://dx.doi.org/10.20885/ambr.vol1.iss2.art1.

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Public awareness in Indonesia in responding to global warming has increased significantly. Increased public awareness plays an important role in providing challenges and opportunities for companies that provide goods or services to create products that are in accordance with their wishes. The challenge is to guarantee that the goods or services provided are safe for consumers and friendly and do not damage the environment. The concept of green marketing mix refers to the satisfaction of customer needs, wants, and desires in relation to the maintenance and preservation of the environment. Discussions on environmental issues in developed countries have been initiated and developed since the 1990s. Green marketing is a marketing concept used by companies to achieve the main goal of making a profit. Green marketing in the process is an act of integrating broad activities, which include product modifications, changes to the production process, changes to packaging, to changes to advertising. Based on this phenomenon, this study aims to find out how much influence the application of the green marketing mix has on sales.
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P. Govender, Jeevarathnam, and Tushya L. Govender. "The influence of green marketing on consumer purchase behavior." Environmental Economics 7, no. 2 (June 3, 2016): 77–85. http://dx.doi.org/10.21511/ee.07(2).2016.8.

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Global warming, pollution and climate change are some of the problems that have become an increasingly concerning issue internationally. Environmental deterioration has led to businesses changing the way in which they conduct themselves, leading to the emergence of green marketing. A considerable amount of research has been conducted on green marketing and consumer behavior, mainly, in developed countries. There is, however, a noticeable dearth of knowledge pertaining to consumers in South Africa. Thus, the aim of this paper is to examine, at an exploratory level, the influence of green marketing on the purchasing behavior of South African consumers. A survey was conducted on a sample of 100 consumers using a quantitative, exploratory and descriptive design. The results indicate that South African citizens have high knowledge levels on the issues facing the environment. Elements of the green marketing mix, specifically, green promotion, were found to raise awareness and encourage positive change in consumption behavior. A large proportion of respondents preferred to patronize socially responsible retailers. Furthermore, respondents preferred green products over standard alternatives. However, they were price sensitive which affected their purchasing decisions. It emerged that there was no significant difference between low and high income earners in terms of price sensitivity, and no significant difference between lower and higher qualified respondents in terms of knowledge and awareness of environmental degradation and green marketing
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Hayu Agustini, Maria, Sentot Suciarto Athanasius, and Berta Bekti Retnawati. "Identification of green marketing strategies: perspective of a developing country." Innovative Marketing 15, no. 4 (November 30, 2019): 42–56. http://dx.doi.org/10.21511/im.15(4).2019.04.

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Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.
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Zhang, Jing, Shizhen Bai, and Na Xu. "Optimal Pricing of Green Agriculture Products in a Marketing-Mix Program." International Journal of Sustainable Development and Planning 15, no. 7 (November 13, 2020): 1001–6. http://dx.doi.org/10.18280/ijsdp.150704.

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Astuti, R., P. Deoranto, M. L. A. Wicaksono, and A. Nazzal. "Green marketing mix: an example of its influences on purchasing decision." IOP Conference Series: Earth and Environmental Science 733, no. 1 (April 1, 2021): 012064. http://dx.doi.org/10.1088/1755-1315/733/1/012064.

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Shaw, Tanya, Shivani Yadav, Dr Ravinder Kaur, and Suyash Mishra. "Analysing the Impact of Green Marketing Mix on Consumer Purchase Intention." International Journal of Indian Culture and Business Management 1, no. 1 (2021): 1. http://dx.doi.org/10.1504/ijicbm.2021.10038995.

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Chandrasekar, K. S., and Dr P. N. Harikumar. "A Systemic Approach to Strategies for Green Innovative Products." Restaurant Business 118, no. 8 (August 23, 2019): 190–97. http://dx.doi.org/10.26643/rb.v118i8.7677.

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Green Marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the natural Green environment. Green marketing has evolved over a period of time. It has hence become imperative to have green innovative products to ensure that overall health and cost is taken care. In this context, this article throws light on the systemic approach to strategies that can be aimed at green innovative products. This study explores the possibility of green product development, harnessing marketing mix strategically etc.,
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Ghodeswar, Bhimrao, and Prashant Kumar. "A Study of Green Marketing Practices in Indian Companies." International Journal of Applied Management Sciences and Engineering 1, no. 2 (July 2014): 46–64. http://dx.doi.org/10.4018/ijamse.2014070104.

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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.
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Vilkaite-Vaitone, Neringa, and Ilona Skackauskiene. "Factors affecting implementation of green marketing orientation." SHS Web of Conferences 74 (2020): 01036. http://dx.doi.org/10.1051/shsconf/20207401036.

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Traditional marketing is no longer able to address all the issues in modern markets. Global economic crisis, post-Brexit challenges, and changes in the landscape of corporate social responsibility are pushing marketing managers to build sustainability into the performance of the marketing mix. This leads to the development of new marketing philosophy, i. e. green marketing. Companies that implement green marketing orientation send a message to the stakeholders that they care about the society and the ecosystem. While past studies provide useful theoretical insight into the concept and benefits of green marketing decisions, a lack of holistic viewpoint to the factors that determine the choice of green marketing orientation in modern organizations exists. This lack stimulated authors of the paper to address the demand for an integrated analysis of green marketing factors. The article provides researchers and marketing managers with a comprehensive view to the factors affecting the choice of green marketing orientation. Theoretical analysis has shown that factors determining the choice of green marketing orientation can be of external or internal nature. Apart from that, all the factors are direct or indirect and differ in their manageability. The findings of the research present opportunities for researchers and managers to apply green marketing orientation. The article includes directions for future research and managerial implications.
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Hisham Rahahleh, Arwa, Monira Abdallah Moflih, Zaid Ahmad Alabaddi, Jihad Farajat, and Sanaa Nawaf AL-Nsour. "The Impact of Green Marketing on Green Consumer Behaviour in Jordan." International Journal of Business and Management 15, no. 1 (December 12, 2019): 36. http://dx.doi.org/10.5539/ijbm.v15n1p36.

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These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.
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Genoveva, Genoveva, and Lyliana Levina. "THE GREEN MARKETING MIX: A REVIEW OF CUSTOMERS’ BODY SHOP PURCHASE INTENTION." Jurnal Muara Ilmu Ekonomi dan Bisnis 3, no. 2 (October 30, 2019): 400. http://dx.doi.org/10.24912/jmieb.v3i2.7386.

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Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan. Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop® is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.
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Krizanova, Anna, Lubica Gajanova, Margareta Nadanyiova, and Katarina Kramarova. "Study of green marketing principles and their implementation in the selected Slovak companies." Global Journal of Business, Economics and Management: Current Issues 6, no. 2 (November 4, 2016): 78–85. http://dx.doi.org/10.18844/gjbem.v6i2.1371.

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The green marketing includes more than just a simple building of corporate image. It becomes a modern mean of the enforcement of actual environmental trends to a broad spectrum of business activities. The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society. The paper in brief presents the results of the marketing survey that was focused on finding how chosen Slovak companies applied principles of green marketing and used green marketing tools within their business activities, if ever. Nowadays, concepts such as green marketing, green business and ecological product appear more frequently particularly with regard to communication of companies. For these reasons, the aim of the survey was to determine the extent to which the principles of green marketing are implemented in selected business entities in the Slovak Republic. Keywords: Green marketing, environmental management system, tools of green communication mix, advertising, public relation;
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Goh, Wan Har, Yen Nee Goh, Shaizatulaqma Kamalul Ariffin, and Yashar Salamzadeh. "How green marketing mix strategies affects the firm's performance: a Malaysian perspective." International Journal of Sustainable Strategic Management 7, no. 1/2 (2019): 113. http://dx.doi.org/10.1504/ijssm.2019.099032.

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Ariffin, Shaizatulaqma Kamalul, Yashar Salamzadeh, Yen Nee Goh, and Wan Har Goh. "How green marketing mix strategies affects the firm's performance: a Malaysian perspective." International Journal of Sustainable Strategic Management 7, no. 1/2 (2019): 113. http://dx.doi.org/10.1504/ijssm.2019.10020496.

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Khan, Eijaz Ahmed, Pradip Royhan, M. Ashiqur Rahman, Mohammed Mizanur Rahman, and Ahmed Mostafa. "The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies." Sustainability 12, no. 1 (December 26, 2019): 221. http://dx.doi.org/10.3390/su12010221.

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Global green trends are creating new challenges and opportunities for entrepreneurs worldwide with customers now more environmentally aware and willing to pay extra for green services and products. In considering this phenomenon, the current study focuses on the positive influence of enviropreneurial orientation on the business performance of small firms and explores the mediation effects of green marketing mix and eco-labeling strategies. Drawing upon the natural resource-based view (NRBV) and the dynamic capability view (DCV), we tested our multiple mediation model with a sample of owners/managers of 160 small firms from Bangladesh, with these firms coming from the sectors of trading, manufacturing, and services. To test the study’s hypotheses, we employed the variance-based structural equation modeling (SEM) method, using the partial least squares (PLS) technique. The results reveal that green marketing mix and eco-labeling strategies transmit the effect of enviropreneurial orientation to business performance of small firms. Both strategies are found to be mediators in the relationship between enviropreneurial orientation and business performance of small firms. The study also offers suggestions for future research.
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Mehraj, Danish, and Ishtiaq Hussain Qureshi. "Determinants of green marketing mix in developing economies: Conceptualisation and scale validation approach." BUSINESS STRATEGY & DEVELOPMENT 3, no. 4 (May 18, 2020): 522–30. http://dx.doi.org/10.1002/bsd2.114.

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Solimun, Luthfatul Amaliana, Ani Budi Astuti, Adji Achmad Rinaldo Fernandes, Nurjannah, Darmanto, Indah Yanti, and Riyanti Isaskar. "Reconstruction of Structural Flexibility And Acceptance Model (SFAM) in Green Marketing Mix Strategy." IOP Conference Series: Earth and Environmental Science 239 (February 18, 2019): 012024. http://dx.doi.org/10.1088/1755-1315/239/1/012024.

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Song-Turner, Helen, and Michael Polonsky. "Enviropreneurial marketing in greening corporate activities." European Business Review 28, no. 5 (August 8, 2016): 506–31. http://dx.doi.org/10.1108/ebr-12-2014-0087.

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Purpose The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms. Design/methodology/approach This study follows the inductive case study approach, and the qualitative data come from a study of four firms engaging in enviropreneurial marketing activities. Interview data were triangulated with qualitative data from other sources. Findings The evidence from this study indicates that enviropreneurial marketing plays a central role in developing innovative product or services, adopting an innovative and pragmatic green marketing mix that differentiates and creates changes within industry and markets. Research limitations/implications The main limitation of this study is that data samples are from successful firms labelled as “green” by the Chinese authorities, based on winning “official” awards. These do not necessarily represent the opinions of a cross section of firms within China with respect to enviropreneurial marketing. Future studies should include a mixed population of firms. Practical implications Policy makers and marketing practitioners need to consider drivers to ensure that Chinese firms integrate enviropreneurial marketing activities, which need to complement the delivery of functional value. Social implications Green initiatives/changes within the firm seem to be partly driven by the environmental orientation of these firms’ founders, thus, developing an environmental orientation in managers may be important to drive enviropreneurial marketing activities. Originality/value This study contributes by confirming the current literature on green marketing and examining the positive impact of enviropreneurial marketing on firms’ performance in the context of marketing in emerging markets.
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Oktaviyanti, Dwi, Masyhuri Masyhuri, and Jangkung Handoyo Mulyo. "ANALYSIS OF MARKETING MIX AND SALES PERFORMANCE OF “INDUSTRI HILIR TEH WALINI” PRODUCT." Agro Ekonomi 26, no. 2 (December 21, 2016): 168. http://dx.doi.org/10.22146/agroekonomi.17269.

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This research as a case study in “Industri Hilir Teh Walini” aimed to: (1) describe the marketing mix strategy, (2) examine the influence of marketing mix strategy on sales, (3) know the sales performance of products, (4) forecast the future demand of primary products, and (5) explore the strengths, weaknesses, opportunities, and threats (SWOT).Descriptive explanation, multiple linear regression analysis, one way analysis of variance, moving average forecasting, and SWOT analysis were conducted. This research showed that in the product mix as a component of marketing mix, this business unit offers tea products in various packaging and flavoring. The price determination conducted based on cost, market competition, and standards in certain lines. The promotion mix used are Above and Below The Line communication strategy. The place mix conducted by distributing products through selective distribution channel and direct channel. Promotion cost and flavor variants variables of the marketing mix were proven to have positive significant influence on the sales. Based on the one way analysis of variance, grouped tea product sales of tea bag, loose and instant tea, and ready to drink tea were significantly different. Forecast of black tea bag, lemon flavored black tea bag, and green tea bag sales volume in 2014 which give the best sales performance tend to be fluctuated. The SWOT analysis showed that this business unit’s position is in quadrant 1 which supports the SO (Strengths-Opportunities) strategy.
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Osma Rozo, Juan Carlos, Julián Francisco Figueroa Espinel, and Marlybell Ochoa Miranda. "Green marketing en empresas floricultoras de la Sabana de Bogotá." Hojas y Hablas, no. 18 (December 11, 2019): 41–53. http://dx.doi.org/10.29151/hojasyhablas.n18a3.

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La floricultura colombiana, desarrollada desde la década de los 60, ha presentado un alto crecimiento a partir de un modelo de agricultura intensiva. Colombia es uno de los países con mayores exportaciones de flores de corte en el mundo, situación que hace necesario identificar el uso de estrategias de green marketing por parte de las empresas floriculturas en la sabana de Bogotá, con el fin de conocer los beneficios para la construcción de ventajas comparativas y competitivas en mercados altamente exigentes. Este estudio se realizó a través de un enfoque descriptivo de tipo cualitativo, a través de entrevistas a los productores del territorio sabanero sobre la importancia que le dan las empresas floricultoras a la aplicabilidad del concepto de mercadeo verde, enfatizando en cómo utilizan este concepto al momento de establecer las estrategias relacionadas con el mix de marketing y cómo informan a clientes y consumidores sobre su aplicabilidad dentro de la empresa, como valores diferenciadores en mercados nacionales e internacionales.
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Akcadag, Mualla, and Omer Ellibes. "Determining the attitudes of store managers for green marketing mix: Kocaeli shopping center application." Pressacademia 11, no. 1 (July 30, 2020): 101–9. http://dx.doi.org/10.17261/pressacademia.2020.1249.

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Osman, Abdullah, Yusuf Hj Othman, Shahrul Nizam Salahudin, and Muhammad Safizal Abdullah. "The Awareness and Implementation of Green Concepts in Marketing Mix: A Case of Malaysia." Procedia Economics and Finance 35 (2016): 428–33. http://dx.doi.org/10.1016/s2212-5671(16)00053-8.

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Haghighatdoust, Gholamreza. "Green Marketing:Assessment of Relationship Between Attitude and Purchasing Behavior of Iranian Consumers." GIS Business 14, no. 4 (July 5, 2019): 77–84. http://dx.doi.org/10.26643/gis.v14i4.5084.

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Consumers green purchasing decisions are strongly influenced by attitudes, behaviour and concern for ecological issues, which subsequently affects consumer lifestyles. The purpose of present study is to examine the suitability of the variables characteristic of consumers’ purchasing decisions specific to environmental awareness. The criteria of consumers’ knowledge and attitude and energy efficient products were explicitly studied. Data was collected from 400 respondents from the southern region of Iran by administering a survey questionnaire. The statistical analysis done through the Chi-square testing. The results showed that the overall environmental awareness had a significant impact on consumers’ buying decisions endorsing the utility and applicability of green concerns to marketers and retailers to incorporate the same in marketing mix. Rather than making big claims, marketers must put into practice the competitive advantages of green marketing products and ensuring the preservation of the environment.
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