Determinants of green marketing mix in developing economies: Conceptualisation and scale validation approach

Abstract

Growing environmental issues and rising concerns about sustainable development are rapidly shifting the traditional marketing and forcing organisations to practice green marketing mix. In an attempt to revisit present-day environmental issues which are related to the industry, this paper provides a glimpse about the nature of green marketing mix in the Indian context. To validate the model, data were collected from 450 firms and was analysed using an appropriate statistical tool. The results identified four factors for green marketing mix scale: (a) Green Solution, (b) Green Information, (c) Green Value and (d) Green Access. The findings contribute to the theory of green marketing concept. The study is expected to provide valuable insights into the green marketing mix for the industry, which can be of immense help to local and global marketers. Further, it provides a wide-ranging scale for the academic researchers who want to explore the green marketing mix in different organisational settings as a base for future study.

The Application of an Innovative Marketing Strategy MADM Model—SIVA-Need: A Case Study of Apple Company

“…Analysis of key attributes can enable a company to determine those elements that should be improved as a first priority in order to ensure customer satisfaction [57, p458], which implies that the analysis of key attributes is a very important part of the development and selection of marketing strategies. A SIVA marketing mix can be facilitate the discovery of customer needs and wants [71], and the intent of hierarchy of needs theory is to explain human needs, from the most basic to the highest. The core aspects of these two theories both emphasize human needs, and the 20 attributes developed in this study by linking the individual aspects of the two theories are the "needs" attributes of customers at each level of the hierarchy of needs when engaging in consumer activities.…”

“…SIVA has a solid theoretical basis [70], and is established on the basis of and supported by real marketing concepts. SIVA can help uncover customers' needs and wants, and can boost the profitability of a marketing organization [71]. When products or services are characterized in accordance with SIVA, this will place the focus on customers' needs, and also facilitate the definition of those marketing strategies that can be adopted by the enterprise [72].…”

“…In addition, there have been even fewer attempts to use MADM models constructed entirely on a customer-focused basis to investigate the key elements of marketing strategies, and the attributes in the very few MADM models constructed in past research simultaneously embody customer-focused and company-focused perspectives [e.g., 27,28], which made it difficult to precisely measure the key attributes of customers' needs and wants. Many studies concerning SIVA have pointed out that a focus on customers' needs can facilitate the co-creation of value with customers, which will lead to enhanced customer satisfaction [e.g., 69,[71][72][73]. Even though Dev and Schultz [29] combined SIVA and 4P in a 4x4 decision matrix, which they used to analyze customer problems [116,117], this and other studies did not consider the customer's hierarchy of needs, and in spite of their breadth, were therefore lacking in depth.…”

Identifying the factors of internal green marketing: a scale development and psychometric evaluation approach

“…Green marketing as a concept gained popularity in the late 1980s and early 1990s. In 1975, the first-ever workshop on ecological marketing was held by the American Marketing Association (AMA) (Chahal et al. , 2014; Mehraj and Qureshi, 2020).…”

“…This conversion has led to concepts like environmental marketing, green marketing and sustainable marketing. Though a great deal of research has been done on green marketing issues, such as investigating consumer green attitudes and behaviors; identifying the market for green products; stratifying the green market to different segments based on consumer needs; developing green positioning strategies, developing green marketing mix programs and green human resource (HR) strategies (Dangelico et al. , 2017; Leonidou et al.…”