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The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance.

All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method.

The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention.

The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research.

GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome.

This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.

The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the identification and analysis of factors influencing purchasing behavior in green food sector.

The authors proposed a model based on reasoned action theory that combines two types of variables, the green marketing type and personal type, in order to predict purchasing behavior of green food. The authors have established a structural equations modeling, with a path analysis on a sample of 304 Algerian consumers from Algiers town.

The model was confirmed and the results showed how green marketing and personal factors influence the green food purchasing behavior in direct and indirect way, in presence of the mediating variables’ attitude toward green food and intention to buy green food.

There is no database or any information concerning green consumption in Algerian context. There is a lack of information about green production in food field. The choice of reasoned action theory as a theory explaining the decision-making process leading to purchasing act is based on fact that the Algerian field of food sector is virgin of this type of analysis, so the authors thought it is appropriate to apply the reasoned action theory as a first initiative in this field. Also, a more recent and more innovative psychological theory should be applied in the future studies.

The study will give researchers interested in Algerian context a better understanding of consumer behavior, especially in green product case, and will open new paths for future research in the same field by the application of another psychological theory that is more recent and innovative; the study can open research paths for other fields as well, such as consumer behavior toward green cosmetic products in Algeria.

The implications of this research can assist marketers for better positioning in green food market using the results indicated in research. The better understanding of factors influencing consumer purchasing behavior will encourage contractors to invest in this field in Algiers town context.

The study was established in a context where consumer market data of green food are non-existent, so the research represents an orientation to green food marketers toward a better positioning in relation to influence factors of their market target.

This study aims to examine the impact of green marketing adoption on non-profitable organizations’ performance in Jordan.

A structured questionnaire was developed to collect the needed data and test the developed hypotheses to investigate the impact of green marketing adoption on non-profitable organizations’ performance. The data was collected using a self-administered questionnaire distributed to 183 respondents in non-profitable organizations operating in Jordan.

The findings indicate that the extent of green marketing adoption by profitable organizations in Jordan is relatively moderate. They also confirm that the corporate performance of non-profitable organizations is positively associated with the extent of adoption of green marketing dimensions, particularly environmental and social responsibility aspects.

Reviewing the existing literature revealed that similar studies had not previously been undertaken in Jordan as a developing country.

This paper aims to investigate the perceptions of young entrepreneurial aspirants towards sustainable entrepreneurship in Pakistan.

The study is based on descriptive and cross-sectional data collected using a survey questionnaire. The study’s respondents were students, all of whom were studying for their Master’s degree of Business Administration (MBA) at several Pakistani universities (both public and private sectors). A total of 412 usable cases were used to obtain the outcomes.

By using the structural equation modeling, the findings suggest a positive and significant impact of eco-friendly people, green marketing factors, changing consumer behaviour and favourable market conditions on sustainable entrepreneurship.

The study’s findings are beneficial in understanding the concept of sustainable entrepreneurship and the significant factors that may affect sustainable entrepreneurship along with the main components in social and business systems. Organizations can reinforce these factors to stimulate sustainable entrepreneurship in future studies. Thus, the study contributes to filling the research gap in the area of sustainable entrepreneurship.

To the best of the authors’ knowledge, this is the first study to investigate and reveal young entrepreneurial aspirants’ perceptions on sustainable entrepreneurship. The findings help in understanding the sustainable entrepreneurship concept, particularly in a developing country.

The current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.

Based on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.

Brand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.

This study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.

This study aims to test and explain the implementation of the green marketing mix (GMM) strategy, based on an environmental orientation (EO) in increasing the competitive advantage (CA) of the real estate developers or companies in Indonesia.

This study was conducted at real estate developer companies in several cities in Bali, i.e. Denpasar, Gianyar, Buleleng, Singaraja and Tabanan of Bali Province, Indonesia, registered as a member of Real Estate Indonesia. Bali was chosen as a province with a very rapid growth of the property sector than other provinces in Indonesia. This study is about census research. The sample unit is a real estate developer in Bali whose scope of operation project is at least 20 hectares, which means the scale of the property business is middle-class and upper-class companies. The unit of analysis was developer companies in Bali, whereas the respondents were the General Manager, CEO or owners of the company. The respondents were chosen so that each question in the questionnaire could be filled correctly and accurately.

EO has a positive but insignificant effect on CA. On the other hand, EO has a positive and significant influence on the GMM strategy. Furthermore, the results show that the GMM strategy has a positive and significant effect on CA.

The originality of this study is evident from the effort to deepen the analysis and the results of the hypothesis testing of previous studies; hence, this study uses a GMM strategy for real estate developers as a service company. The mapping of the previous research is done uses variables related to current research. This study seeks to develop a model from some previous studies aimed at enriching the results of research for further development.

This study aims to address research gaps by constructing critical success factors (CSFs) in the context of green hotel investment in Taiwan. It contributes to the domain knowledge to cultivate Taiwan’s green hotel development in the future.

The authors secured 20 prominent green hotel management/owners/architects as crucial informants. The first stage used the Delphi method to collect expert opinions (i.e. CSFs) and the second stage applied the analytic hierarchy process to analyze the importance of CSFs.

The results show that the “financial investment benefits” is considered the most crucial success factor for the green hotel investment. However, to balance long-term economic development with environmental impact, green hotel investors should consider other aspects of the research to sustain future financial performance returns.

Further studies should consider regional characteristics to accommodate geographic/social differences and hotel types to explore possible CSFs for the green hotel investment. The authors suggest including panel experts from government officials and prominent scholars to represent a broader but different view on subject matters. They also offer implications for investors’ governmental policies, hotelier cognition and customer-related aspects in green hotel investment.

This study built a hierarchical framework based on the CSF concept by evaluating priority differences between hotel management and hotel owners/architects. Such findings help investors’ effective decision-making through considering factors’ relative importance for green hotel investments.

Today, the global market for “clean” vehicles is generating double-digit growth annually. However, in most emerging or Islamic countries, sales of such cars remain at a very low level and green consumption patterns are poorly explored. This paper aims to expand the understanding of factors influencing attitudes and behaviors toward electric vehicle in an emerging Islamic country, namely, Saudi Arabia. It investigates whether the willingness of Saudis to purchase electric vehicles depends on religious and ethical considerations. The effects of environmental concern, Islamic and some personal values (self-transcendence and conservation) on green vehicle purchase intention were considered.

The literature review is predominantly of studies on emerging or Islamic countries. A convenience sampling method was used, and a total of 354 valid questionnaires were collected. An exploratory factor analysis under the principal component analysis was used to reveal the factor structure underlying the items in the questionnaire. A confirmatory factor analysis on Lisrel helped to assess the validity of the measurement models. The causal relationships of the research framework were measured using simultaneous equation modeling.

The results suggest that Islamic Values (IsV) and Conservation (Cv) values do not influence environmental concern (EC) or Electric Vehicle Purchase Intention (EVPI). On the contrary, self-transcendence values (ST) exerted a significant influence on EVPI and the mediation of EC in this relationship was supported.

The theoretical framework provides a better understanding of how customers evaluate electric vehicles and the factors underlying their attitudes and behaviors toward such products in an Islamic and emerging market. The results suggest that consumers’ intentions to purchase electric vehicles are not driven by Islam or conservation values (conformity, tradition and security). Nevertheless, subjects for whom self-transcendence is an important value that guides their lives showed a higher willingness to purchase electric vehicles. This research also confirmed that EC is predictive of EVPI.

Marketers should focus on values of self-transcendence, which are benevolence and universalism, to influence electric vehicle purchase intention in Saudi Arabia. Neither Islamic nor conservation values are useful in this regard. However, managers and authorities are advised to establish a link between Islam and environmental awareness and behavior. Marketing communication and religious preachers should point out the commandments of Islam which stand for the preservation of nature. The authors concluded that much more should be done on the part of scholars to obtain a satisfactory understanding of green behavior in the Islamic world. Although green vehicles are rarely used there, these markets hold great sales potential for such products.

Little is known about consumer attitudes and behavior toward green products in Islamic countries. To the best of the authors’ knowledge, this paper is the first study to investigate whether Islamic and some personal values are related to environmental concern and electric vehicle purchase intention. The results showed that EC and EVPI depend on ST. The causal model indices for IsV and Cv were not significant.

The ability of a business to outperform its rivals is known as its competitive edge, and it presents special difficulties in the context of the “digital revolution,” or the fourth industrial revolution. To obtain a competitive edge in the startup operations 4.0 era, this study aims to examine the organizational, technological and competence-related challenges presented by Industry 4.0. It does this by concentrating on the tools, competencies, methods, approaches, tools and strategies that are crucial. Using the Total Interpretive Structural Modeling (TISM) technique, the goal is to find, analyze and classify enablers for startup operations 4.0.

A closed-ended questionnaire and planned interviews were used in the data collection process. In startup operations 4.0, the cross-impact matrix multiplication applied to classification method is used to rank and categorize competitive advantage factors, whereas the TISM technique is used to analyze how components interact.

The study highlights the critical significance of the “Internet of Things (IoT),” “information technologies,” “technological platforms,” “employee empowerment,” “augmented reality (AR)” and “operational technologies” in its identification of 12 enablers for startup operations 4.0.

The main focus of the study is on the variables that affect startup operations 4.0’s competitive advantage.

Academics and important stakeholders can better understand the factors influencing competitive advantage in startup operations 4.0 with the help of this research.

Large businesses have been profoundly impacted by Industry 4.0 principles; however, startup operations 4.0’s competitive advantage has not received as much attention. This paper offers a fresh take on the concept of competitive advantage in startup operations 4.0 research.

Sustainability is understood as a complex and integrating area, involving the most diverse areas and fields of knowledge. Because of the innumerable socio-environmental challenges in the current scenario, a sustainable development that finds the necessary changes and advances for communities, industry and the various stakeholders involved is required. In this process of promoting sustainable development, universities stand out for being institutions capable of taking an analytical and questioning look at the directions of the society in which they are inserted and not just helping them to pursue them, serving as a model and living laboratory for the implementation of greener practices in cities. One of the actions that contributes to the consolidation process of a more sustainable university and the development of the green campus is the use of green marketing, understood as a set of all the practices that involve conventional marketing, focused on the search to reduce the negative impact or promote positive effects on the relationship between the institution and the environment. This paper aims, based on the balanced scorecard (BSC), to propose a strategic management tool as support for green marketing strategies, thus promoting, more quickly, the promotion of sustainable development in higher education institutions (HEIs).

Four universities were chosen, from the literature, in terms of best practices for sustainable development, where the main dimensions used by green marketing were mapped. Based on them, the BSC structure was adapted to enhance its strategies.

To achieve the objective of this work, this paper proposed an adaptation of the original BSC for better management of green marketing strategies for universities, based on four dimensions: community members, university members, product and strategy.

The main contribution of this paper is to propose a BSC as a strategic management system focused on the green marketing of universities to accelerate the promotion of sustainable development in HEIs.