Measuring Green Marketing: Scale Development and Validation

Abstract

Academics and practitioners are paying increasing attention to green marketing as lesser damage to the environment and future generations become a priority in a current complex business environment. Despite the expanding studies in this field, there is still a lack of psychometrically sound scales to measure green marketing practices. To fill this gap, the research aimed to develop and evaluate a multifaceted green marketing scale. First, we draw on theoretical evidence to define and conceptualize the construct of green marketing. Then, we use a multistudy scale development process to create and validate the Green Marketing Scale (GMaS). Two groups of participants were used for the validation of the scale. Study 1 (n = 102), with the help of exploratory factor analysis (EFA), refined and reduced the items, proposed the factor structure. Study 2 (n = 155) established the validity of the construct and the reliability of the scale. The authors have tested the six-factor model against the four-factor models using confirmatory factor analysis (CFA) with a sample of marketing managers. The results of the CFA have indicated that the revised version of the four-factor model appears to be the most tenable solution, as it shows the best fit for the data. The resulting 14-item GMaS captures a variety of green marketing manifestations across organizational settings and involves the dimensions of Strategy, Internal Marketing, Product, and Marketing Communication. In general, the research confirms the validity and reliability of the GMaS scale and can be used to measure green marketing in organizational settings in the energy industry.

Sustainable Performance through Digital Supply Chains in Industry 4.0 Era: Amidst the Pandemic Experience

“…Based on the approach proposed by Gerbing and Anderson [93] for developing the instrument for this research, the researchers interacted with practitioners and academics. The study used multi-item measures to enhance reliability and validity and remove errors [94]. All items were adapted to capture the perceptions of supply chain managers representing different sectors concerning the role of DSCs.…”

The impact of green internal communication on employees' satisfaction

“…U literaturi o (internoj) zelenoj marketinškoj orijentaciji i (internom) zelenom marketingu, zelena interna komunikacija se posmatra kao deo integrisanog modela ekološkog biznisa (Papadas & Avlonitis, 2014), kao aktivnost interne zelene marketinške orijentacije (Papadas et al, 2017), kao aktivnost internog zelenog marketinga (Vilkaite-Vaitone et al, 2022), te kao dimenzija odnosno komponenta internog zelenog marketinga (Qureshi & Mehraj, 2021).…”

“…Posmatrana je kao promocija ekološke svesti unutar organizacije (Charter & Polonsky, 1999;McDaniel & Rylander, 1993;Wells et al, 2015prema Papadas et al, 2017. Inspirisani rezultatima rada Papadasa i saradnika (2017), grupa autora predlaže konstrukt zelenog marketinga, kojeg čine dve komponente, od kojih je jedna interni zeleni marketing (Vilkaite-Vaitone et al, 2022). Zelena interna komunikacija, kao aktivnost internog zelenog marketinga operativnog nivoa, definisana je kao informisanje zaposlenih o strategiji zelenog marketinga kroz organizovanje prezentacija za zaposlene (bazirano na Papadas et al, 2017u Vilkaite-Vaitone et al, 2022.…”

“…Kreiranjem i isporukom zelene vizije, efikasnim saopštavanjem iste zaposlenim, i postizanjem poverenja zaposlenih u ekološke vrednosti organizacije, organizacija vrši promociju ekološke svesti unutar organizacije (Papadas et al, 2017). Istovremeno, na naveden način se vrši informisanje zaposlenih o zelenom marketingu (Vilkaite-Vaitone et al, 2022). Rezultati koji su dobijeni u ovom radu u aspektu predviđanja zadovoljstva zaposlenih pomoću druge dve komponente internog zelenog marketinga su u suprotnosti sa rezultatom dobijenim u studiji u kojoj je ispitivan uticaj internog zelenog marketinga na zadovoljstvo zaposlenih (Qureshi & Mehraj, 2021).…”

“…Kako se naglašava značaj holističkog pristupa zelenom marketingu čime i zelenoj internoj komunikaciji (Papadas et al, 2017;Qureshi & Mehraj, 2021;Vilkaite-Vaitone et al, 2022), integracije interne i eksterne komunikacije (Cheney & Christensen, 2001), i posmatranja komunikacije u konceptu korporativnih komunikacija (Cornelissen, 2020), to jedinstven pristup zelenoj internoj komunikaciji i korporativnim društveno odgovornim komunikacijama predstavlja imperativ savremenog poslovanja. U vezi s tim, i u skladu s trendom razvoja odgovornog ponašanja organizacije prema okolini i zelenog marketinga, očekuje se da zelena interna komunikacija dobije na atraktivnosti kao istraživačka tema u području internog zelenog marketinga i zelenog menadžmenta u praksi organizacija Republike Srbije.…”