WITHDRAWN: An empirical study on effective green marketing – Is ‘SHIFT Framework’ the golden (Green) key we are looking for?

Companies’ actions for more sustainable consumption

“…thus, SHIFT framework enables businesses and marketers to better understand the barriers influencing their potential customers' purchasing decisions, as well as to notify them about the additional value provided by their products or services (Autere, 2018). The elements of the SHIFT framework are: 1. social influence related to social norms, attractiveness, and group participation (Weingarden, 2019); 2. habit formation relating to both bad-breaking habits and forming positive ones (White & Habib, 2018); 3. individual self relating to a person's values, identity, and commitments; 4. feelings and cognition, which are positive and negative emotions; and finally, 5. tangibility, which is about making the impacts tangible (Nandish et al, 2021). As proved, when these factors are successfully utilized, consumers are more likely to change unwanted (and maintain good) sustainable consumption habits (White & Habib, 2018).…”

The Impact of Green Marketing Mix on Brand Image of Unilever Indonesia

“…Hashem and Al-Rifai [5] defines green marketing as an evolution of traditional marketing in this era that arises because public awareness of greener products is growing. Green marketing is very important to help companies effectively communicate to consumers, and also, for consumers to be more aware of the alternatives available and act on their increasing demands to consume goods and services that help them lead more sustainable lifestyles [6]. Many companies have implemented green marketing policies that have a positive impact on their image, especially the brands they offer to consumers.…”