A weighted fuzzy approach for green marketing risk assessment: Empirical evidence from dairy industry

Azadnia, Amir Hossein; Geransayeh, Mohsen; Onofrei, George; Ghadimi, Pezhman

doi:10.1016/j.jclepro.2021.129434

Cited by 13 publications

(6 citation statements)

References 140 publications

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“…A structural equation model (SEM) and multivariate regression analysis were used to examine the research data and draw conclusions on the connection between green investment, green marketing, and business performance. According to the research (Azadnia et al, 2021), the risk variables associated with green marketing in the dairy business are evaluated using an in-house designed integrated fuzzy decision-making technique. To begin, they apply the fuzzy analytic hierarchy (Azdania et al, 2021) approach to assign relative importance to the earlier established criteria for risk evaluation.…”

Section: Related Workmentioning

confidence: 99%

Investigating towards the sustainable green marketing environment of readymade apparel industries: A structural equation modelling approach

Alam,

Ahmad,

Abunar

2024

10.5267/j.uscm

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Green marketing (GM) has frequently been seen as a prevalent phenomenon influencing companies' operations and functions. This article analyses GM techniques in India's ready-made apparel (RMA) industry by presenting a trio of viewpoints on the subject. It offers a systematic framework for the factors impacting the use of green marketing techniques. GM practices are evaluated regarding the impact on the environment, society, and the economy. Partial least square-structural equation modelling (PLS-SEM) is used to conduct empirical tests of the framework, focusing on data collected from a survey that evaluates eco-friendly marketing practices. The results show that environmental, social, and economic factors are beneficially interconnected. When assessing GM practice, the PLS-SEM estimation shows that the relationship between economic and environmental sustainability has a significant proportion of values. However, more data on RMA industries' environmental and social effects must be collected. Additionally, according to the results of the PLS-SEM model, there are considerable differences between actual and expected GM adoption developments and perspectives among various industrial firms, particularly for managing waste and pollution of water. Given the nation's rapid socio-economic growth and technical improvement, social-level performance has minimal impact on GM strategy for RMA industries. Moreover, the research makes some recommendations emphasizing the discovered model's component in motivating commercial organizations to get involved in socio-economic activities that promote the environment, changing the focus of prospective GM areas of study.

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Section: Related Workmentioning

confidence: 99%

Investigating towards the sustainable green marketing environment of readymade apparel industries: A structural equation modelling approach

Alam,

Ahmad,

Abunar

2024

10.5267/j.uscm

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“…This study proves that green image has a positive effect on beta. On the other hand, the research by (Jaiswal et al, 2021), exploring the role of a company's green image in determining the market pricing of beta risk in the Indian market context, found empirical evidence of a strong positive relationship between green image and beta, indicating that companies with a good green image tend to have higher systematic risk. This study emphasizes the importance of considering a company's environmental reputation in risk assessment.…”

Section: Green Image and Betamentioning

confidence: 99%

Moderating Effect of Green Image: The Influence of Beta on Stock Return

Sailendra

2023

J. Bus. Manag. Econ. Development.

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This study aims to analyze the influence of green image on beta and stock return by considering the moderating effect of green image. The research sample consists of 44 proper companies listed in the Indonesia Stock Exchange (IDX) from 2018 to 2022, with a total of 220 year-observations. The study was analyzed using SEM-PLS statistics. The results indicated that green image does not have a significant impact on stock returns but shows a positive directional relationship. Similarly, beta also has no significant effect on stock returns but shows a positive relationship. As a moderating variable, green image moderates the effect of beta on stock returns in a negative direction. This study concludes that companies with a weak green image tend to experience a decrease in stock returns, and vice versa. In this case, green image acts as a moderating factor that affects the strength of the relationship between beta and stock returns. The findings of this study have important implications for practitioners and decision makers in evaluating and improving corporate image related to environmental issues. In addition, this study contributes to the academic literature in the accounting, finance and sustainability by providing a better understanding of the relationship between green image, beta, stock returns, and relevant moderating factors.

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“…Giannelloni started with a specific industry (hotel industry) to study the impact of green marketing on customer satisfaction [9]. There is some research related to the green supply chain, such as Azadnia's study of the risk factors of green marketing applied in the supply chain and proposed corresponding risk mitigation strategies [10]. In the study of supply chain management, Zhang proposed that manufacturers and retailers jointly supporting green marketing strategies can improve the total profit of the supply chain [11].…”

Section: Literature Review 21 Enterprises' Green Marketing Behaviormentioning

confidence: 99%

The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role

Yang

Chai

2022

Sustainability

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Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of Chinese enterprises’ green marketing behavior on consumers’ green consumption willingness. The current study uses a survey design to collect data from 225 respondents, to analyze the data using SPSS, and to verify them with regression analysis modeling. Results from the analysis indicate that first, enterprises’ green marketing behavior has a positive impact on consumers’ green consumption intention. Consumer perceived effectiveness plays a partial mediating role in the influence of enterprises’ green marketing behavior on consumers’ green consumption intention. Secondly, consumers’ environmental awareness weakens the mediating role of consumers’ perceived effectiveness. Finally, this paper proves two conclusions through two experiments. Compared with symbolic activities, substantive green marketing activities can better promote the positive impact of enterprises’ green marketing behaviors on consumers’ green consumption intention. Compared with the situation without the presence of others, the presence of others can better promote the positive effect of enterprises’ green marketing behavior on consumers’ green consumption intention. Therefore, enterprises should adopt green marketing strategies and give consumers a better perception of their green contribution in the process of participating in green consumption, including taking CSR in environmental education, implementing substantive green marketing activities as much as possible, and optimizing offline sales scenarios so that enterprises can enhance competitiveness and achieve sustainable development.

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A weighted fuzzy approach for green marketing risk assessment: Empirical evidence from dairy industry

Cited by 13 publications

References 140 publications

Investigating towards the sustainable green marketing environment of readymade apparel industries: A structural equation modelling approach

Investigating towards the sustainable green marketing environment of readymade apparel industries: A structural equation modelling approach

Moderating Effect of Green Image: The Influence of Beta on Stock Return

The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role

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