Green Marketing as the Source of the Competitive Advantage of the Business

Immawati, Siti Asriah; Nugroho, Arissetyanto

doi:10.31933/dijms.v1i6.402

DIJMS

2020

DOI: 10.31933/dijms.v1i6.402

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Green Marketing as the Source of the Competitive Advantage of the Business

Siti Asriah Immawati

Arissetyanto Nugroho

Abstract: One marketing strategy that can be chosen by companies to realize efforts to obtain competitive advantage is to implement a green marketing strategy. Green marketing has played an important role in satisfying the needs and desires of customers and keeping companies accountable in maintaining the long-term social and environmental benefits they can get through effective green marketing. Green marketing has been proven to increase competitive advantage. Therefore, improving the quality of green marketing and con… Show more

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Cited by 2 publications

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“…Green Marketing is the marketing of products perceived as environmentally friendly (Delafrooz and Goli, 2015). Immawati and Nugroho (2020) argued companies realize competitive advantage by implementing a green marketing strategy. This strategy plays an essential role in fulfilling customer wants and needs, maintaining company accountability by maintaining long-term social and environmental benefits.…”

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The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image

Asyhari

Yuwalliatin

2021

JAM

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This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better.

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The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image

Asyhari

Yuwalliatin

2021

JAM

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Eco-innovations for sustainable development of Ukrainian enterprises

Horbal,

Makarova

2023

EEM

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The successful development of enterprises is based on many factors, and today, global environmental problems, the depletion of natural resources, global warming, and overpopulation are highlighting the importance of eco-innovation for sustainable development. The purpose of the study was to investigate the essence and significance of eco-innovations for the sustainable development of Ukrainian enterprises, in particular, considering the consequences of the 2022 military aggression against Ukraine. Research is generally based on methods of analysis, synthesis, abstraction, generalisation, and explanation. Prerequisites for the introduction of eco-innovations are established by the following groups of factors that put pressure on business: economic, regulatory, market, and socio-environmental. Three key groups of effects of eco-innovations (environmental, economic, and social) are identified and the advantages and disadvantages of their implementation for business are analysed in detail. As the analysis and successful global examples have shown, eco-innovations provide an increase in customer and employee loyalty, increase sales and improve the brand image, and so on. At the same time, the following disadvantages are mentioned: significant costs; technical, technological, and regulatory difficulties; rising prices for goods, and in addition, there are additional specific obstacles in Ukraine. Although many Ukrainian companies successfully introduce innovations, in general, it is shown that they lag behind firms in developed countries in terms of technological efficiency and sales of high-tech products. Ukraine has already achieved quite significant positions in the Environment Performance Index 2022 on the way to implementing the European Green Deal. However, the Russian invasion of Ukraine in 2022 negatively affected the state of its economy, environment, science and innovation. The practical value of the study is to provide recommendations for the sustainable development of Ukraine based on the European Green Deal and innovative global eco-approaches

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Green Marketing as the Source of the Competitive Advantage of the Business

Cited by 2 publications

References 38 publications

The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image

The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image

Eco-innovations for sustainable development of Ukrainian enterprises

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