Antecedents of Green Marketing Initiatives-Reference-Cited by-同舟云学术

Antecedents of Green Marketing Initiatives

Published:2022-01 Issue:1 Volume:13 Page:1-15
ISSN:1947-8402
Container-title:International Journal of Social Ecology and Sustainable Development
language:en
Short-container-title:

Author:

Singh Sanjeev Kumar¹,Sanjeev Rinku²^ORCID

Affiliation:

1. Apeejay Institute of Management, Jalandhar, India

2. Symbiosis Centre for Management Studies (SCMS), Symbiosis International University (Deemed), India

Abstract

This paper examines the drivers that influence the green marketing awareness and addresses the role of corporate social responsibility (CSR) as a mediator. Data was collected from 250 respondents by self-administered questionnaire through convenience sampling. The results indicate that competitive advantage, environmental sustainability, green purchase intention are significant influencers for green marketing awareness. CSR enjoys a positive and significant mediating effect on the relationship between the independent variables and green marketing. CSR mediates the relationship between environmental sustainability (ES), competitive advantage (CA) and green purchase intention (GPI) which can provide insights for corporates with respect to the factors influencing green marketing awareness. Also, this paper highlights the importance of green purchase intention, competitive advantage, environmental sustainability and their linkage towards green marketing awareness.

Publisher

IGI Global

Subject

Management, Monitoring, Policy and Law,Development,Ecology,Environmental Engineering

Reference85 articles.

1. Consumer scapegoatism and limits to green consumerism

2. Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers

3. Determinants of Pakistani consumers’ green purchase behavior: Some insight from developing country.;A.Ali;International Journal of Business and Social Science,2011

4. Impact of green brand trust, green brand awareness, green brand image and green perceived value on consumer’s intension to use green products: An empirical study of Jordanian consumers.;M. S.Alshura;International Journal of Advanced Research,2016

5. The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable.;A. H. L.Aman;British Journal of Art and Social Sciences,2012