Can Green Marketing be used as a tool for Sustainable Growth?: A Study Performed on Consumers in India- An Emerging Economy

Saxena, Ravindra P.; Khandelwal, Pradeep K.

doi:10.18848/1832-2077/cgp/v06i02/54702

Cited by 43 publications

(39 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Dangelico & Pujari (2010) reported that the size of the green markets is also increasing and is getting bigger in the future. In line with this, the green industry also shown a positive and emerging trends as Saxena & Khandelwal (2010) found that people in India have high concern for greener environment thus are shifting their preferences from grey products to green products. While many companies are struggling to form green business strategies, it is not explicitly discussed on the impacts of green marketing strategy on the firms' performance.…”

Section: Sustainabilitymentioning

confidence: 64%

The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia

Hasan

Ali

2015

Procedia - Social and Behavioral Sciences

123

View full text Add to dashboard Cite

This is a conceptual paper to study the impacts of green marketing strategy on the Malaysian certified ISO 14001 Environmental Management System firms' performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the two factors that will influence the firms' performance. Despite the rising trend of consumers that willing to spend for a green product and the potential of green product, previous literature revealed that green marketing has encountered some challenges. The conclusion that was drawn is that, green innovation and the green promotion have a positive effect on the firms' performance.

show abstract

Section: Sustainabilitymentioning

confidence: 64%

The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia

Hasan

Ali

2015

Procedia - Social and Behavioral Sciences

123

View full text Add to dashboard Cite

show abstract

“…Hence, it can be said that the conditional value is associated with green IT adoption. Conditional value influencing the green consumption behavior is also supported by some previous researches [43,66,82]. However, some researches could not find any relationship [46,63,67].…”

Section: Conditional Valuementioning

confidence: 74%

The Intention to Adopt Green IT Products in Pakistan: Driven by the Modified Theory of Consumption Values

et al. 2019

View full text Add to dashboard Cite

Over the last decades, prompt economic growth and the resulting overconsumption has deteriorated the environment in an accelerated way. This environmental deterioration has prompted academicians and practitioners to study ecological consumption behavior. E-waste and energy consumption play a major part in this environmental deterioration, which makes consumer conscious regarding their consumption pattern. In this regard, the emergence of green Information Technology (IT) enables individuals to become involved in environmental protection and sustainability programs to reduce the negative impact of IT products on the environment. This study aims to investigate individual intentions to adopt green IT products in Pakistan by the theoretical foundation of the theory of consumption values (functional value, social value, epistemic value, emotional value, and conditional value). Whereas, an additional value, i.e., the religious value, is included in the model, due to its significant impact in green consumption behavior of individuals. Cross-sectional data is used to obtain a total of 536 valid questionnaires to test the hypothesis. The Partial Least Square Modeling approach is used to test the proposed model (variance-based SEM). The results infer that functional value, social value, epistemic value, emotional value, conditional value, and religious value have significant positive impact on the consumer intention to adopt green IT products. The reasons for the results and implications for the practitioners are discussed. Furthermore, directions for future research have also been suggested.

show abstract

“…Situations like cash rebates, discounts, and government subsidies might influence consumer behavior towards environmentally friendly products (Wen and Noor 2015). Saxena and Khandelwal (Saxena and Khandelwal 2010) suggested that changes in situations while purchasing can also affect green consumption behavior. In India, (Biswas and Roy 2015a) found the impact of conditional values on sustainable consumption, which has been validated by different previous studies in the green products context (Khan and Mohsin 2017;Rahnama 2017;Solaiman et al 2017;Finch 2006;Woo and Kim 2019).…”

Section: Conditional Valuementioning

confidence: 99%

The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model

Danish

Ali

Ahmad³

et al. 2019

Economies

View full text Add to dashboard Cite

Electronic/electrical waste (e-waste) has now become a global concern due to its negative impact on the environment and health. This negative effect of e-waste is increasing with the advancement in the electronics industry, especially in Pakistan, which is the leading e-waste disposal destination. Therefore, this study aims to find consumer choice behavior regarding green electronics in Pakistan. For this purpose, a multidimensional modified green perceived model (functional value quality, functional value price, social value identity, social value responsibility, emotional value, and conditional value) is used. Cross-sectional data is collected from 237 consumers through a self-administrative questionnaire. The results of variance-based structural equation modeling (SEM) (partial least squares (PLS)-SEM) suggested that functional value price, quality, social value identity, responsibility, emotional value, and conditional value positively and significantly influence the consumer choice behavior regarding green electronics. the possible reasons for the findings and the implications for managers and policymakers are discussed. Limitations of the study and future research directions are also suggested.

show abstract

Can Green Marketing be used as a tool for Sustainable Growth?: A Study Performed on Consumers in India- An Emerging Economy

Cited by 43 publications

References 16 publications

The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia

The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia

The Intention to Adopt Green IT Products in Pakistan: Driven by the Modified Theory of Consumption Values

The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model

Contact Info

Product

Resources

About