- E-ISSN2288-2766
- KCI
E-ISSN : 2288-2766
In Search of Demanded Green Marketing Practices to Encourage Customer’s Eco-friendly Purchasing Intention
HWANG HEE JOONG
Abstract
Purpose – The green marketing practice improves consumers’ environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers’ green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers’ green purchasing intention Research design, Data, and methodology – This research has conducted the ‘Qualitative Content Analysis’ in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result – Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion – This research concludes that green brand positioning helps companies secure a special place in a consumers’ mind by facilitating the design of the desired green brand awareness image and strengthening consumers’ desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.
- keywords
- Green Marketing Practice, Corporate Green Strategy, Qualitative Literature Analysis
Reference
Agler, R., & De Boeck, P. (2017). On the interpretation and use of mediation: multiple perspectives on mediation analysis. Frontiers in psychology, 8(November), 1984.
Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961-1968.
Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-650.
Arham, Q. L., & Dwita, V. (2021). The Influence of Green Brand Benefit and Green Brand Innovativeness on Brand Loyalty with Green Brand Image as Mediating on (P&G) Brand Products in Padang City. In Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021) (pp. 440-446). Atlantis Press.
Aulina, L., & Yuliati, E. (2017). The effects of green brand positioning, green brand knowledge, and attitude towards green brand on green products purchase intention. In International Conference on Business and Management Research (pp. 548-557). Atlantis Press.
Barber, N. (2010). Greenwine packaging: Targeting environmental consumers. International Journal of Wine Business Research, 22(4): 423-444.
Becker-Olsen, K.L., Cudmore, B.A. Cudmore, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59 (1), 46-53.
Biswas, A. (2016). A Study of consumers' willingness to pay for green products. Journal of Advanced Management Science, 4(3), 211-215.
Chalimatuz, S., Khusniyah, N., & Ratnawati, K. (2017). The effect of green marketing through corporate social responsibility and brand image on the purchase intention of the body shop customers in Malang. Russian Journal of Agricultural and Socio-Economic Sciences, 65(5), 212-222.
Chang, N., & Fong, C. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, 4(13), 2836-2844.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93(2), 307-319.
Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17(11), 4089.
Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2020). Greenwash and green purchase behavior: The mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1-2), 194- 209.
Chen, Y., Hung, S., Wang, T., Huang, A., & Liao, Y. (2017). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 654.
Chen, Y.S. & Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50 (3), 502- 520.
Duffett, R., Edu, T., Haydam, N., Negricea, I. C., & Zaharia, R. (2018). A multi-dimensional approach of green marketing competitive advantage: a perspective of small medium and micro enterprises from Western Cape, South Africa. Sustainability, 10(10), 1-27.
Durif, F., Boivin, C., & Julien, C. (2010). In search of a green product definition. Innovative Marketing, 6(1), 25-33.
Genoveva, G., & Samukti, D. (2020). Green marketing: strengthen the brand image and increase the consumers' purchase decision. Mix Journal Ilmiah Manajemen, 10(3), 367-384.
Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231-250.
Guerreiro, J., & Pacheco, M. (2021). How green trust, consumer brand engagement, and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14), 7877.
Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.
Hong, J. H. (2021). A global strategy of a company that uses culture content as its core business. The Journal of Industrial Distribution & Business, 12(6), 37-46.
Huang Y., Yang M., Wang Y. (2014). Effect of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250-268.
Hussain, K., & Waheed, A. (2016). Building green brand relations: the role of green brand image as significant driver. International Journal of Environment, Workplace, and Employment, 4(2), 116-138.
Juwaheer, T. D., Pudaruth, S., & Noyaux, M. M. E. (2012). Analyzing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management, and Sustainable Development, 8(1), 36-59.
Kaufmann, H. R., & Panni, M.F.A.K. (Eds). (2014). Handbook of research on consumerism in business and marketing: Concepts and practices. Hershey, PA: IGI Global.
Kaur, J., & Kaur, A. (2018). The impact of green marketing on customer satisfaction and environmental safety. BMIET Journal of Science, Technology and Management, 2(1), 27-30.
Ko, E., Hwang, Y., & Kim, E. (2013). Green marketing' functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Kong, W., Harun, A., Sulong, R.S., & Lily, J. (2014).The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8): 924-939.
Leonidou, L., Leonidou, C., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: A trend analysis. International Marketing Review, 28(1), 6-33.
Lestari, E., Septifani, R., & Nisak, K. (2021). Green awareness and green purchase intention: The moderating role of corporate image. IOP Conference Series: Earth and Environmental Science, 924(1), 1-9.
Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence and Planning, 35(3), 425-440.
Lindgren, B. M., Lundman, B., & Graneheim, U. H. (2020). Abstraction and interpretation during the qualitative content analysis process. International journal of nursing studies, 108(August), 103632.
Loučanová, E., Šupín, M., Čorejová, T., Repková-Štofková, K., Šupínová, M., Štofková, Z., & Olšiaková, M. (2021). Sustainability and branding: An integrated perspective of eco-innovation and brand. Sustainability, 13(2), 732- 742.
Mabkhot, H., Shaari, H., & Salleh, S. (2017). Pengurusan Kontrak Melalui Teori Remedi. Jurnal Pengurusan, 51(1), 1-8.
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127-135.
Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The influence of green marketing mix on purchase intention: The mediation role of environmental knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040-1048.
Marcus, A. Fremeth, A.R. (2009). Green management matters regardless. Academy of Management Perspectives, 23 (3), 17-26.
Mayring, P. (2019). Qualitative content analysis: Demarcation, varieties, developments. In Forum: Qualitative Social Research, 20(3), 1-26.
Maziriri, E. T. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management, 7(1), 1719586.
Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248-263.
Nguyen, T., Yang, Z., Nguyen, N., Johnson, L., & Cao, T. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11(9), 1-16.
Park, J. E., & Kang, E. (2022). The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers. Sustainability, 14(7), 3784.
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73-83.
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business, & Accountancy Ventura, 20(2), 177-186.
Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
Renz, S. M., Carrington, J. M., & Badger, T. A. (2018). Two strategies for qualitative content analysis: An intramethod approach to triangulation. Qualitative health research, 28(5), 824-831.
Ricci, E., Banterle, A., & Stranieri, S. (2018). Trust to go green: An exploration of consumer intentions for ecofriendly convenience food. Ecological Economics, 148(June), 54-65.
Rios, F. J. M., Martinez, T. L., Moreno, F. F., Soriano, P. C. (2006). Improving attitudes toward brands with environmental associations: An experimental approach. Journal of Consumer Marketing, 23(1), 26-33.
Rizwan, M., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An empirical study about green purchase intentions. Journal of Sociological Research, 5(1), 290-305.
Sanidewi, H., & Paramita, E. (2018). The role of perceived green marketing and brand equity on green purchasing decisions. Diponegoro International Journal of Business, 1(2), 14-25.
Seitz, V. Razzouk, N. Wells, D.M. (2010). The importance of brand equity on purchasing consumer durable: an analysis of home air-conditioning systems. Journal of Consumer Marketing, 27 (3), 236-242.
Shabbir, M. S., Bait Ali Sulaiman, M. A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. (2020). Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE. Sustainability, 12(21), 8977.
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior, and gender on green purchase intention. Journal of Retailing and Consumer Services, 41(March), 177-189.
Sugandini, D., Muafi, M., Susilowati, C., Siswanti, Y., & Syafri, W. (2020). Green supply management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial Engineering and Management, 13(1), 79-92.
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
Sung, I. (2021). Interdisciplinary Literaure Analysis between Cosmetic Container Design and Customer Purchasing Intention. The Journal of Industrial Distribution & Business, 12(3), 21-29.
Tahir, A. (2021). Impact of green marketing on consumer purchase intention. Bulletin of Business and Economics, 10(2), 76-84.
Tamim, S., & Hossain, A. (2022). Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh. International Journal of Social Science and Business, 13(1), 90-99.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 1- 15.
Wahid, N. A., Rahbar, E., & Tan, S. S. (2011). Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.
Wandosell, G., Parra-Meroño, M. C., Alcayde, A., & Baños, R. (2021). Green packaging from consumer and business perspectives. Sustainability, 13(3), 1356.
Wang, H., Ma, B., & Bai, R. (2019). The spillover effect of greenwashing behaviors: An experimental approach. Marketing Intelligence and Planning, 38(3), 283-295.
White, G. R., Wang, X., & Li, D. (2015). Inter-organizational green packaging design: a case study of influencing factors and constraints in the automotive supply chain. International Journal of Production Research, 53(21), 6551-6566.
Woo, E. J., & Kang, E. (2021). The effect of environmental factors on customer's environmental protection pattern: An empirical text analysis in the literature. International Journal of Environmental Sciences, 7(1), 1-15.
Wu, S. I., & Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations
