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This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

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 shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

This study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing in marketing and related fields.

This study integrates three bibliometric analyses, i.e. co-citation analysis, historical direct citation analysis and co-occurrence analysis, and a qualitative review to examine the 781 publications that matched the search criteria between January 1991 and December 2021 from the Web of Science (WoS) database.

The research findings show that eleven groups of cited references characterize the theoretical roots of green marketing in marketing and related fields. Besides, the two main research trajectories identified were found to be developed under the impact of prior studies. Moreover, the four research themes concerning this research domain are presented. The results also highlight promising research directions.

Based on the quantitative bibliometric analysis and qualitative literature reviews, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of green marketing literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of green marketing.

Some topics about green marketing were recommended for further research. Some practical examples and suggestions are also given in the study.

This study reviewed 781 publications at the intersection of green marketing research domain in marketing and related fields to identify the theoretical roots, research trajectories and research themes and to propose promising research avenues.

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.

The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms.

This study follows the inductive case study approach, and the qualitative data come from a study of four firms engaging in enviropreneurial marketing activities. Interview data were triangulated with qualitative data from other sources.

The evidence from this study indicates that enviropreneurial marketing plays a central role in developing innovative product or services, adopting an innovative and pragmatic green marketing mix that differentiates and creates changes within industry and markets.

The main limitation of this study is that data samples are from successful firms labelled as “green” by the Chinese authorities, based on winning “official” awards. These do not necessarily represent the opinions of a cross section of firms within China with respect to enviropreneurial marketing. Future studies should include a mixed population of firms.

Policy makers and marketing practitioners need to consider drivers to ensure that Chinese firms integrate enviropreneurial marketing activities, which need to complement the delivery of functional value.

Green initiatives/changes within the firm seem to be partly driven by the environmental orientation of these firms’ founders, thus, developing an environmental orientation in managers may be important to drive enviropreneurial marketing activities.

This study contributes by confirming the current literature on green marketing and examining the positive impact of enviropreneurial marketing on firms’ performance in the context of marketing in emerging markets.

The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.

This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.

The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.

The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.

Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

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 green marketing concept emerged in the late 1980s, and many hotels have since implemented a variety of green marketing strategies, such as the use of the “green hotel” label to project a green image and attract potential customers. However, some companies that have launched environment-based promotions have been accused of “green washing” by their customers. This study aims to investigate the gap between hotel manager and customer perceptions of the relative importance of green marketing-related activities.

Two sets of 30-statement questionnaires designed for hotel managers and customers were used to gauge respondents' perceptions of a variety of hotel green marketing-related activities. Independent samples t-tests and one-way analysis of variance (ANOVA) were used to examine the significant differences between the ways in which hotel managers and customers rate the importance of these activities.

The two statements that gained the highest level of agreement amongst both hotel managers and customers were: “The internet is an effective channel for marketing a hotel's green initiatives directly to customers”; and “Green hotels can elevate industry members' image and reputation to attract green tourists who demand green accommodation when travelling”. Both also perceived: “The environmental claims in advertisements are often met with criticism from competitors and consumer organisations”; “Hotel customers are willing to pay a higher price for eco-facilities”; and “Customers are willing to pay a higher green price if part of the amount paid is donated to green activities” to be the three least important statements. The results also indicated ten over-perceptions and three under-perceptions amongst hotel managers, thus implying that they may require a better understanding of customer expectations. Several demographic differences were also identified. Female hotel managers and customers were found to be more concerned with green hotel products and a green image; hotel managers aged over 59 were found to have reservations about certain green marketing strategies probably because of service quality issues, although green supporters are in general older than average; younger customers aged between 20-29 become more concerned about environmental issues; and customers with a Master degree level of education or above challenged whether hotels are truly innovative in their development of green products and services and had reservations about the use of eco-labels.

The results of this study may not reflect the full picture of managerial perceptions of green hotel marketing, as the sample was restricted to hotels on the Hong Kong Hotels Association list. Researchers may thus wish to undertake further studies with larger hotel samples over a longer time period in future. Drawing on the foundations laid by this study, future researchers may also wish to investigate smaller, lower-ranked hotels, which may experience greater challenges in implementing green marketing strategies than those considered here.

Few studies to date have investigated green hotel marketing. The findings of this study can be viewed as a preliminary step towards greater understanding of green hotel marketing-related activities.