Green Marketing: An Introduction

Mukonza, Chipo; Hinson, Robert Ebo; Adeola, Ogechi; Adisa, Isaiah; Mogaji, Emmanuel; Kirgiz, Ayca Can

doi:10.1007/978-3-030-74065-8_1

Cited by 26 publications

(5 citation statements)

References 29 publications

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“…In the present body of research, a variety of corporate strategies and objectives about eco-labelling for items that are already labelled as well as those that are not labelled have been investigated [62]. Also, the competitiveness of products with eco-labels has been looked into again.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

et al. 2022

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Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketing tactics to encourage consumers to buy green goods. The intention to buy green products was examined in relation to factors such as eco-labelling, green packaging and branding, and green products, premium, and pricing. This study analyses a model that incorporates green marketing techniques based on the responses of 450 people to a survey. In addition, the paper investigates the moderating effect of green brand image and customer views on the environment on the link between green marketing and green purchase intentions. This study’s framework is confirmed by using structural equation modelling (SEM). The findings of this study show that green marketing methods significantly and positively affect customers’ intentions to make environmentally friendly purchases. When looking at the path coefficient between green marketing techniques and green purchase intents, we discovered that green brand image and customer environmental attitudes considerably moderated this relationship. This study provides regional and international enterprises and governments with information on how to enhance consumers’ intentions to make green purchases. Significant findings from this study support favourable social behaviour toward green marketing. Towards the examination of the consumers’ green purchasing intents, this research underlined the importance and function of green brand image and customer attitudes regarding the environment. The packing of the items should be eco-friendly and prevent excessive paper and plastic packaging. Companies should leverage the environmental features of their products for branding purposes.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

et al. 2022

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“…Past research highlights that one should practise the 3R’s (Mukonza et al , 2021; Nguyen and Mogaji, 2021a). Circular economy theories also emphasise the importance of reverse logistics practices, for example, the refurbishment of containers, pallets, used or defective products and the beneficial reuse of wasted materials at a domestic level (Awasthi et al , 2019).…”

Section: Discussionmentioning

confidence: 99%

Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences

Kaur¹,

Mogaji

Wadera

et al. 2022

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Purpose This study aims to investigate the domestic sustainable consumption practices in Indian households and the motivations to do so. These practices also contribute to environment management and its impact on Indian society through the action of reusing, reducing and recycling of consumed products for two generations, namely, the Baby Boomer and the Generation Z. Design/methodology/approach An exploratory qualitative research was undertaken in which the data were collected through personal interview technique with 64 respondents including males and females from the generations of Baby Boomers and Generation Z of Indian households. Findings The theoretical framework of the 3R was extended to inculcate broader themes like awareness, action and motivation for the domestic sustainable activities. The findings conclude that the domestic sustainable consumption practices of Baby Boomers in India were far more advanced than their Generation Z counterparts. These two generations differed in their awareness sources, actions of sustainability and the motivations for undergoing the domestic sustainable activities. Managerial implications have been framed for organisations like start-ups, sustainable firms, government organisations and second-hand product vendors. These practices in such organisations could help in the enhancement of circular economy through the domestic waste disposal. Practical implications Practical implications are for organisations that can consider the domestic sustainability consumption practices while planning their strategies to maximise stakeholder satisfaction through their corporate social responsibility initiatives and create more goodwill and growth avenues for their businesses. Originality/value Where most of the past literature concentrates on the supply chain and manufacturing initiatives of sustainability or sustainable consumption, very few studies look at the angle of domestic sustainability initiative and how they could be linked to the initiative of circular economy. This paper fills this gap in past literature.

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“…Also, there is lack of adequate regulation and enforcement of sustainability standards in Nigeria (Oyedepo, 2014). This makes it difficult for companies to ensure that their products and services are truly sustainable and undermines the credibility of sustainable marketing campaigns (Mukonza et al, 2021). The promotion of sustainable business practices through sustainable marketing campaigns has become increasingly important.…”

Section: Statement Of the Problemmentioning

confidence: 99%

Assessing Consumer Awareness and Engagement in Sustainable Marketing Campaigns: Evidence from Nigeria

Ilodigwe

2024

Sri Lanka J. Marketing

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This study examines the effectiveness of sustainable marketing campaigns in promoting consumer awareness and engagement concerning sustainability issues in Nigeria, focusing specifically on Lagos State. The objective of this study was to determine the level of consumer awareness and engagement and ascertain the level of influence that a sustainable marketing campaign has on consumer awareness/willingness to purchase sustainable products on the basis of gender and income. The research design employed was a descriptive survey that utilized an online survey method designed by the researcher, and the data were collected from 448 respondents representing diverse socioeconomic backgrounds in the area as a sample of the finite population with the aid of Taro Yamane. Data were analyzed using percentage analysis, independent t-tests, and one-way ANOVA. These findings indicate that consumers in Nigeria exhibit a notable level of engagement and willingness to purchase products promoted through sustainable marketing campaigns. Furthermore, the study revealed that factors such as gender and monthly income do not significantly impact consumer engagement or the willingness to buy sustainable products. Based on these results, it is recommended that continuous and robust campaigns be conducted to enhance awareness and further improve consumer willingness to purchase sustainable products, considering the wide range of consumers across various demographic backgrounds in Nigeria and the unequivocal returns on investment resulting from the effective implementation of sustainable marketing campaigns in Lagos State.

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Green Marketing: An Introduction

Cited by 26 publications

References 29 publications

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences

Assessing Consumer Awareness and Engagement in Sustainable Marketing Campaigns: Evidence from Nigeria

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