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The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept.

The paper draws upon the extant literature to present a series of research propositions relating to SGMO.

The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization.

Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research.

This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

The purpose of this paper is to assess green marketing as an influential factor in the purchase of real estate. In this study, the consumer citizenship behaviour of young individuals will be studied with an assessment of real estate purchase intention, strategic green marketing orientation (GMO) and tactical GMO.

The sample frame consists of young consumers from India’s metropolitan cities. The respondents were in the range of 18 to 35 years of age. These cities provide a high standard of living, more career options and better educational opportunities. Five separate sections of a standardised questionnaire were used, and a structural equation model was used to assess a total of 393 valid replies.

Green marketing impacts the behaviour that influences the desire of young customer to buy green real estate.

As the focus of this study is primarily on major cities, future research may study similar behaviour in non-metropolitan cities. The study can also be conducted among consumers of other age groups.

The originality, to the best of the author’s knowledge, exists in examining how young consumers’ opinions about green marketing impact their intentions to purchase green houses and real estate in India. This study will be accessible to all parties involved in the housing and real estate industries.

This study aims to assess the mediating role of green marketing orientation (GMO) dimensions in the relationship between stakeholder risk and new product success among European multinational enterprises (EMNEs) in Ghana.

The study was based on primary data gathered from 302 EMNEs in Ghana. After various validity and reliability checks, structural equation modeling in Amos (v.23) was performed to estimate the various relationships hypothesized in the study.

The study finds that stakeholder risk had a significant negative effect on the success of EMNEs’ new products. This negative effect is, however, nullified by the positive mediating effects of strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation.

GMO is highly regarded as context-specific, with unique characteristics. Implying that the interpretation of results from the GMO framework should be on the backdrop of the social, cultural political and economic environment.

Stakeholder risk posed a significant challenge to the success of EMNEs, whose operations are monitored not just by domestic stakeholders but also international stakeholders. The actions and inactions of these EMNEs affect the overall image of the mother firm and are, therefore, expected to operate within acceptable norms.

The adoption of GMOs increases the success of new products, as firms receive a social license for their environmentally friendly operations. GMO also helps in solving societal concerns for environmental protection, which is very paramount in this 21st century.

Past studies have largely focused on stakeholder pressure; however, this study focuses on the risks associated with those pressures and how these risks influence the success of new products.

This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification.

A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data.

The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM.

The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition.

This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.

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.

The purpose of this study is to assess if the mediating effect of green innovation capability (GIC) in the relationship between green market orientation (GMO) and new product success (NPS) was conditional on the moderating effects of green knowledge acquisition (GKA) and green brand positioning (GBP).

The analysis was based on primary data gathered using a structured questionnaire, which was developed on a five-point Likert scale of 1-Strongly disagree to 5-Strongly agree. There were 259 manufacturing firms engaged in the study, with data analyzed using PROCESS macro (v.3.4) for SPSS (v.23).

The research revealed that GMO had no direct effect on NPS among manufacturing firms, the relationship was rather mediated by GIC of the firms. The effect of GMO on GIC was moderated by GKA, whereas the effect of GIC on NPS was moderated by GBP. Overall, the mediating effect of GIC in the relationship between GMO and NPS was conditional on the moderating effects of GKA and GBP.

The study focused on only knowledge acquisition (green), without recourse to assimilation, transformation and exploitation. These may, however, be very important in explaining the role of knowledge in green innovation.

Green market-oriented manufacturing firms must seek to also make investments in GIC to transform those concepts into successful innovative products.

Despite the increasing number of studies on GMO, very limited concentration has been paid to how firms could leverage on the potentials of GMO to enhance the success of new products introduced into the market. This study did not just establish the effect of GMO on the success of new products but also identified some intervening variables in this relationship.

The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship.

Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014.

The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO.

The major limitation of the study is the focus on SMEs. Based on the strength of the relationships among the dimensions and sub-dimensions of the MO, SO and BP, replication and validation of research in service sector across the country and globe is required to generalise the results and to develop stronger theory.

This is the first empirical study to investigate the synergistic impact of two well-established notions – MO and SO. It provides empirical evidence for the claim that synergistic impact of marketing and SO on BP is weak, unlike their respective strong impact on BP. This study also clarifies roles of entrepreneurial qualification and SO in MO and BP relationship.

To attain green economic efficiency, small, micro and medium-sized firms must follow environmental paradigms. This research aims to discover the relationship between green intellectual capital, green entrepreneurial orientation, green marketing, green organizational culture and competitive advantage strategies to attain sustainable manufacturing business success.

Today, many companies have accepted their responsibilities, that their operations should not harm the environment. This paper aims to discover the relationship between green factors and competitive advantage strategies to succeed in sustainable manufacturing. The employees of the large manufacturing firms in China are the sample population of the present investigation. Through simple random sampling, surveys were distributed via email. The present study was a quantitative analysis. The analytical tool utilized here was structural equation modeling and SmartPLS program applications.

The empirical outcomes find that green intellectual capital positively influences competitive advantages and sustainable success in business. In addition, the impact of green entrepreneurial orientation on competitive advantages and sustainable success is positive and significant. The findings illustrated that green marketing is an essential factor in competitive advantage and sustainable success in business. Another point is that green organizational culture positively affects competitive advantages and sustainable success. Finally, competitive advantages have significantly affected sustainable success in business.

The outcomes help specialists enhance their practices to reflect sustainable business efficiency and competitive advantages.

This is the first study that examined businesses' sustainable success and green factors in a comprehensive model and using a specific sample of manufacturing companies based on green technologies.

Although green entrepreneurial orientation (GEO) has received much attention, it is unclear whether it affects technological green innovation (GI). Therefore, this study aims to understand how GEO affects technological GI, with its dimensions green product innovation (GPRODI) and green process innovation (GPROCI), as well as to explore whether resource orchestration capability (ROC) moderates the relationships between them.

Based on a cross-sectional survey design, data were gathered from 177 managers of large manufacturing firms in Yemen and analysed using partial least squares structural equation modelling via SmartPLS software.

The results revealed that GEO positively affects both GPRODI and GPROCI, with a higher effect on GPROCI. Importantly, ROC does, in fact, positively moderate the link between GEO and GPRODI.

This research adds to knowledge by combining GEO, ROC and technological GI into a unified framework, considering the perspectives of the resource-based view and the resource orchestration theory. However, the study’s use of cross-sectional survey data makes it impossible to infer causes. This is because GEO, ROC and technological GI all have effects on time that this empirical framework cannot account for.

The findings from this research provide valuable insights for executives and decision makers of large manufacturing companies, who are expected to show increasing interest in adopting ROC into their organisations. This suggests that environmentally-conscious entrepreneurial firms can enhance their GI efforts by embracing ROC.

By adopting the proposed framework, firms can carry out their activities in ways that do not harm environmental and societal well-being, as simply achieving high economic performance is no longer sufficient.

Theoretically, the results offer an in-depth understanding of the role of GEO in the technological GI domain by indicating that GEO can promote GPRODI and GPROCI. In addition, the results shed new light on the boundaries of GEO from the perspective of resource orchestration theory. Furthermore, the findings present important insights for managers aiming to enhance their comprehension of leveraging GEO and ROC to foster technological GI.

Many companies produce environmentally friendly goods and offer their products with varied attractive marketing mix strategies. One of the company's potential target markets is millennials because the growing number of this community has become enormous. In terms of behavior, millennials have a high level of consumption compared to other generations. However, there are big questions about the willingness of millennials to consume green products. This study aims to acknowledge the green product buying behavior among millennials, especially premium green products. The variables expected to influence the millennial's willingness to pay premium include environmental concern, reference group, and pro-environmental attitude. Data collected through a survey of 250 respondents. The hypothesis framework was tested using PLS-SEM modeling to evaluate the measurement and structural models with the assistance of Warp PLS version 7.0. This study found that millennials who consider the importance of preserving the environment and have a reference group that solicitude to the environment will have a pro-environmental attitude and willing to buy the green product, even though it has a higher price. Green product's management can use the result to formulate an effective green marketing strategy to target the millennials. Regarding the need for millennials' environmental behavior clearer picture in a developing economy, the present study inflicts the literature by describing the antecedents of millennials' willingness to pay premium green products. The results also give practical implications by shedding light on millennials’ green behavior variables. It helps green entrepreneurs conceive their strategic marketing management, and thus can boost the green economy and economic growth.