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The purpose of this paper is to explore green marketing innovations in small Indian firms which serve as decisive dimensions for developing green identity of small firms in the market.

Data were obtained by interviewing marketing managers for green products in small Indian firms.

Six categories of green marketing innovations are identified – marketing compliance, marketing strategic partnership, marketing environmental commitment, marketing green team, marketing benchmarking and marketing (environmental) ethical behaviour.

Though limited to small Indian firms, this study determined their distinct green marketing approaches and innovations.

The distinct green marketing approaches and innovations determined indicate that contemporary marketing innovations and decisions have moved beyond limited alternatives predetermined by product and market definitions, and downstream market-related activities such as advertising, packaging, selling or distribution, and are now based on compliance, commitment and leadership in context of small firms.

This study is unique to employ natural resource-based view theory in context of determining green marketing innovations in small firms.

This paper aims to investigate the environmental marketing orientation of Muslim entrepreneurs and looks at its relationship with environmental marketing and organizational performance in the context of small and medium enterprises in Indonesian. The study also examines the role of religiosity as a moderator on the relationship between environmental marketing orientation and green marketing.

The paper is empirical and quantitative in nature. The sample of the study is Muslim entrepreneurs in West Java and Central Java Indonesia. The data were analyzed using descriptive statistics and partial least square analysis.

Environmental orientation has a positive relationship with environmental marketing and operational and economic performance. Nonetheless, the study suggests no significant influence of environmental marketing on commercial performance due to “greenwashing” practices. Religiosity appears to moderate the relationship between environmental orientation and environmental marketing practices.

The lack of papers on Islamic marketing makes the depth of discussion somewhat limited.

The recommendation of this study provides a new path to the local government in mitigating the issue of environmental destructions occurring because of entrepreneurs’ business practices. This study has demonstrated the importance of cultivating religious values among society and specifically entrepreneurs as moral guidelines to further strengthen ethical behavior while conducting businesses. The government may endorse more teaching hours on Islamic curriculum at school to create the generation of religious entrepreneurs.

The act of preserving the environments while conducting businesses is one form of worship in Islam as such we call for the elaboration and application of strategies to instill the paradigm of excellent merchants among Muslim.

This paper is the first of its kind which empirically testing the relationship between environmental marketing and firms performance with religiosity as a moderator among Muslim entrepreneurs in Indonesia.

This study has two objectives:(1) to examine impacts of environmental activity, relational marketing, and corporate green image on firm’s competitive performance; and (2) to determine whether relational marketing and corporate green image mediate relationships between environmental activity and firm’s competitive performance. They were data from 375 small and medium enterprises (SMEs) of the food processing industry in Bangkok, Thailand. This study also investigates the relationships between environmental activity, green corporate image, relational marketing, and influences of these factors on firm’s competitive performance. Structural equation modeling (SEM) was used to analyze data. Results reveal significant and positive relationships between environmental activity, green corporate image, relational marketing, and firm’s competitive performance. Moreover, environmental activity, an antecedent variable, indirectly affects a firm’s competitive performance mediated by green corporate image and relational marketing. Therefore, green corporate image and relational marketing can act as mediators between environmental activity and firm’s competitive performance. Findings suggested that firms should focus on improving green corporate image and relational marketing with an appropriate environmental activity strategy to enhance the firm’s competitive performance. Moreover, this study’s result is related to the economics of the environment in terms of cost and benefit. It provides firm’s decision on environmental activity.

Purpose: This paper aims to explore how Instagram can be used as a communication channel in green marketing digital mix through content analysis of posts published on the official Instagram account of bio&bio, the first Croatian organic food store.

Method: Using a case study approach, qualitative content analysis was implemented in the period from January to May 2020. A total of 93 textual posts published on the official bio&bio Instagram account were analysed and then categorised using Carlson, Grove and Kangun's categorisation of the following five types of environmental claims – product orientation, process orientation, image orientation, environmental orientation and combination.

Findings: Instagram in the first line serves as the promotion channel. Although Instagram de-emphasises textual description in favour of image use, which makes it different from other social media platforms, this study showed how companies can send effective green messages using the appropriate environmental-oriented claims to their audience and in that way raise the awareness about their products and position themselves as good corporate citizens.

Research limitations: The results derived from this case study cannot be generalised since they are based on a single case in one country.

Originality/value of paper: The paper represents the first research on how Instagram can be used as a communication channel in the context of green marketing digital mix in the Republic of Croatia. The results derived from this case study can serve as a ground floor for future researches on how companies can use Instagram as a communication channel embedded in green marketing digital mix.

The purpose of this study is to illustrate that when practiced correctly, environmental marketing can represent promising opportunities for value creation and market growth. For many companies, the practice of environmental marketing has delivered disappointing results.

Building from examples of companies that have successfully transcended traditional environmental marketing, we create a model for strategic product positioning. We rely on illustrations from companies in a variety of industries that target both consumer and business markets.

We describe five strategies that are built upon value drivers for green products such as image, status, functionality and brand management through authenticity and superior offerings. We also emphasize the importance of strategies that target commercial markets for green products, which represent valuable opportunities for growth.

Companies often confront the challenge of positioning the green attributes of their products or services. Lessons from the past have shown that this task must be carefully executed. Understanding the strategies presented here is critical for the success of new products or new marketing initiatives.

Manufacturers of consumer goods face various problems when they attempt to integrate environmental attributes into their marketing mix. In many cases the inclusion of environmental issues in the marketing mix is largely motivated by the organization′s desire to address consumers′ increasing level of environmental awareness. However, producers face three problems when they attempt to utilize environmental marketing: a lack of credibility; consumer cynicism; consumer confusion over claims. Strategic alliances with environmental groups can assist manufacturers of consumer goods to overcome these problems, as well as provide other advantages. These other advantages are: increased consumer reliability in green products and their claims; increased access to environmental information; increased access to new markets; publicity and reduced public criticism; and education of consumers about key environmental issues relating to a firm′s product. To achieve these benefits, producers need to follow a careful selection process when choosing an environmental strategic alliance partner. This selection process includes: determine alliance objectives; specify outcomes desired; and determine the fit between the organization, environmental group, and target market.

This study seeks to identify, synthesize, and evaluate extant research on environmental marketing and management, with the ultimate aim of unveiling trends in this field. Specifically, it aims to focus on: the characteristics of authors and manuscripts written on the subject; the methodological aspects of empirical studies, in terms of design, scope and methodology; and the thematic areas tackled, as well as the specific issues raised within each area.

Relevant articles were identified using both electronic and manual bibliographic search methods. Altogether, 530 articles were identified in 119 academic journals published during the period 1969‐2008. Each article was content‐analyzed along six major dimensions, namely authorship profile, manuscript characteristics, research design, scope of research, research methodology, and topical area.

Overall, it was revealed that this body of research has undergone a serious transformation, moving from an early stage of identification and exploration to a more advanced phase characterized by greater maturity and rigour. This is demonstrated by: the tendency for more multi‐authored, cross‐cultural, and inter‐disciplinary collaborative efforts; the increasing length in manuscript size and number of references over time; the growing sophistication of research designs, gradually placing emphasis on formalized and causal structures; the expanded scope of research, covering a wide range of countries, industries, and products, as well as firms of different status, size, and geographic focus; the tendency to use probability sampling designs, obtain high response rates, secure large sample sizes, and apply advanced statistical analysis; and the great diversity and in‐depth coverage of the topics examined.

Although a meta‐analytical or bibliometric assessment could yield more quantitative insights, the fragmented nature of this type of research made the adoption of a bibliographic analysis a more appropriate approach. Various conceptual, methodological, and empirical implications are extracted from the study findings, while certain streams of research requiring further attention in the future were identified.

Although research on environmental marketing/management has experienced an exponential growth in the last decades, as a result of intensifying government, public, and company concern, it has been criticised for being too fragmented, widely diverse, and non‐programmatic to yield an all‐round picture of trends in the subject. This study provides one of the few attempts to identify, consolidate, and evaluate extant knowledge on the subject in a systematic and integrative manner. In doing so, it would provide a reference point that could stimulate and guide future research on the subject, helping in this way the discipline's theoretical advancement and practical development.

The purpose of this paper is to extend the stream of thought regarding the concept of demand and supply integration (DSI) within the domain of environmental responsibility and green marketing.

Conceptual application of theory to strategic‐level concepts is used to develop propositions representing a theoretical approach to the integration of green marketing and green supply chain management (SCM).

Based on stakeholder theory, the authors propose that greater value will be perceived by customer stakeholders when the firm is able to successfully manage and coordinate demand (marketing) and supply (SCM) functions, ensuring that customer stakeholders receive what they are promised in regard to environmental products and services. For this relationship to offer competitive advantage and higher firm performance, the authors contend that it is necessary to better understand how customer stakeholders perceive firms' environmental initiatives, and to investigate if the degree to which a firm's demand and supply functions are integrated influences these perceptions.

Scholars will benefit from ideas and questions put forth in this paper as it suggests specific avenues to pursue empirically in order to understand stakeholder perceptions of a firm's environmental responsibility activities.

Managers will benefit from the results of this paper by better understanding the benefits of DSI in creating marketing campaigns for environmental products and services that stakeholders perceive as legitimate.

The authors introduce the concept of DSI to the green marketing and green SCM literature and position DSI within the broader rubric of environmental commitment in the firm.

The purpose of this study is to explore the relationship between companies’ marketing innovation and environmental orientation and to determine how this relationship differs between manufacturing and service companies.

The study uses secondary data from the Technological Innovation Panel (PITEC) to look at 6,435 Spanish companies during the 2013-2015 period. To examine the contingency effect of the activity sector, the sample is divided into two subsamples: manufacturing companies and service companies. Partial least squares path modeling is used to test and validate the research model and proposed hypotheses.

The results show there is a statistically significant negative relationship between marketing innovation and environmental orientation. Significant differences were also found between manufacturing and service companies depending on the companies’ activity sector and size.

The analyzed manufacturing and service companies still use traditional marketing and have yet to embrace the “green marketing” or “marketing 3.0” concept. The marketing innovations a company undertakes should be positively, rather than negatively, related to its environmental orientation. In today’s companies, the two actions must go hand in hand.

Most studies on environmental orientation have focused on its relationship with technological innovation. In this sense, it is important to analyze its relationship with marketing innovation as well, as nowadays, when consumers are deciding between different companies’ products, they look for “companies with values.” Companies thus need to engage in environmentally oriented marketing innovation.

The purpose of this paper is to provide an initial analysis of the roles of functional capabilities in adopting environmental management practices (EMP) and improving environmental performance from an organizational capability perspective.

By combing survey data and archival data from 121 UK-based manufacturing firms, this study explores the relationships among functional capabilities (marketing and operations), EMP and environmental performance.

The results show that marketing and operations capabilities significantly affect EMP, which in turn leads to improved environmental performance. More specifically, this study finds that EMP fully mediates the relationship between marketing capability and environmental performance.

The results of this study provide guidance for managers considering how to develop environmental capability in order to improve environmental performance.

This study addresses a demonstrable gap in the existing literature that few empirical studies have explored the potential effects of functional capabilities on implementing EMP.