Studying green marketing in emerging economies

Abstract

Green marketing, from the researchers' point of view, can be defined as the equation of achieving profits, satisfying customers, and at the same time keeping the environment safe. There is a great concern about sustainability all over the world, which pushes the researchers to study green marketing in emerging economies. This research study examines how green marketing can affect consumer's purchase decision. Four hundred printed copies of the questionnaire have been collected complete and valid for analysis. Factor analysis, reliability test, and multiple regression analysis have been done using SPSS software. It has been found that consumers can be encouraged to buy green products if they feel that these products will have a positive impact on their health. Business companies need to organize marketing campaigns which highlight the healthy gains obtained from acquiring green products to increase their sales. Eco‐labeling and point of purchase of green products are also elements that can affect consumer's purchase decision. This research study can help companies to achieve profits and at the same time keep the environment safe. This research study has the potential for presenting interesting insights into the challenge of influencing consumers in non‐Western markets. This research study displays the literature of green marketing in some emerging economies and tests it in a new context (Egypt). It can be concluded that each emerging economy has a unique nature when applying green marketing.

An investigation of the impact of sustainability drivers and transformative mediators on green buying behavior in the US and Brazil

“…Lower income and the lack of affordable green options can create additional challenges in emerging markets, and play a significant role in buying behavior (Morren and Grinstein, 2016). Compared to green buyers in more affluent countries, consumers in emerging countries are not as willing to pay higher prices for green products (Sedky and AbdelRaheem, 2022). This phenomenon has been coined the “ affluence hypothesis” (Morren and Grinstein, 2016).…”

Examining the mediating role of brand trust and brand commitment in fostering consumer perceptions toward recycled products

“…(p. 2895). Subsequently, this phenomenon has been widely studied in extant literature (Sedky & AbdelRaheem, 2021;Queiroz et al, 2021;Park & Lin, 2020;Bigliardi et al, 2020;Magnier et al, 2019).…”

“…Over the years, various definitions are used in the literature, however, in this study, Bigliardi et al (2020) (p. 4) definition of purchase intention was followed which is “a decision to act or a psychological state that represents the consumer's perception about engaging in a purchase behavior.” Subsequently, in the green marketing literature, Mohd Suki (2016) stated that intent to purchase green product is “a consumer's actual purchase of an environmentally friendly product or brand once they are aware of its green attributes.” (p. 2895). Subsequently, this phenomenon has been widely studied in extant literature (Sedky & AbdelRaheem, 2021; Queiroz et al, 2021; Park & Lin, 2020; Bigliardi et al, 2020; Magnier et al, 2019). Moreover, Nguyen and Dekhili (2019) categorize green products as eco‐friendly life cycle, saving resources, biodegradable, recyclable, non‐toxic agent, natural, durable, and non‐harmful for the environment.…”

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…At the same time, GM is also defined as a strategic policy that companies can adopt to increase their profitability through sustainable management that seeks to meet the needs of environmentally concerned consumers [22,23]. Moreover, from an integrative perspective, GM is defined as the union between the satisfaction of needs, the generation of profitability, and the concern for helping the environment [24].…”