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The influence of green marketing strategies on business performance and corporate image in the retail sector

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  • Chipo Mukonza
  • Ilze Swarts

Abstract

Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco‐friendly goods and services by employing recyclable and easily decomposed packaging, better pollution prevention methods, and a more efficient use of energy. Against this background, the study followed a case study approach using South Africa's retail giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry out in‐depth interviews and administer questionnaires with senior management of the selected retailers. In addition, document and website analyses were used for triangulation purposes. Path analysis and content analysis were used to establish the correlation. The study established that green marketing strategy has a positive effect on corporate image and on business performance. The paper recommends that if enterprises are to sustain competitive advantage, particularly in the retail sector, it is in their best interest to adopt green marketing strategies.

Suggested Citation

  • Chipo Mukonza & Ilze Swarts, 2020. "The influence of green marketing strategies on business performance and corporate image in the retail sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 838-845, March.
    • Handle: RePEc:bla:bstrat:v:29:y:2020:i:3:p:838-845
    DOI: 10.1002/bse.2401
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    References listed on IDEAS

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    5. Khadija Hassan, 2024. "Consumer Behaviour Moderates the Effect of Green and Social Network Marketing and Strategies on Textile Business Performance in Faisalabad, Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 609-616.
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    7. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.
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    9. Mario Fargnoli & Emilio Salvatori & Massimo Tronci, 2024. "A Green Marketing and Operations Management Decision-Making Approach Based on QFDE for Photovoltaic Systems," Sustainability, MDPI, vol. 16(14), pages 1-22, July.
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    11. Shen, Famei & Li, Jie & Chen, Jianghang & Wang, Wangshuai, 2023. "Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis," Journal of Business Research, Elsevier, vol. 167(C).
    12. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    13. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    14. Thac Dang‐Van & Tan Vo‐Thanh & Jianming Wang & Ninh Nguyen, 2023. "Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4568-4583, November.
    15. Md. Abdul Moktadir & Ashish Dwivedi & Akib Rahman & Charbel Jose Chiappetta Jabbour & Sanjoy Kumar Paul & Razia Sultana & Jitender Madaan, 2020. "An investigation of key performance indicators for operational excellence towards sustainability in the leather products industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3331-3351, December.
    16. Bahareh Abedin & Youssef Falih Jaber & Manuela Rozalia Gabor & Mahmood Yahyazadehfar & Meysam Shirkhodaie, 2024. "Identifying Factors Affecting the Implementation of Green Marketing Strategy," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 14-25.
    17. Chao‐Hung Wang & Wei‐Jr Juo, 2024. "Sustainable environmental performance: The mediating role of green reputation in the choice of green marketing or green demarketing," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1756-1768, May.
    18. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.
    19. Cherry C. I. Lau & Christina W. Y. Wong, 2024. "Achieving sustainable development with sustainable packaging: A natural‐resource‐based view perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4766-4787, July.
    20. Irjayanti Maya & Azis Anton Mulyono, 2021. "Quality Management for Leather Industry to Increase Competitiveness in the Global Market," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 12(2), pages 16-30, August.
    21. Saira Begum & Muhammad Ashfaq & Kaveh Asiaei & Khuram Shahzad, 2023. "Green intellectual capital and green business strategy: The role of green absorptive capacity," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4907-4923, November.

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