IDEAS home Printed from https://ideas.repec.org/a/ddj/fseeai/y2024i2p14-25.html
   My bibliography  Save this article

Identifying Factors Affecting the Implementation of Green Marketing Strategy

Author

Listed:
  • Bahareh Abedin

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Youssef Falih Jaber

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Manuela Rozalia Gabor

    (“G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Faculty of Economics and Law, Department ED1 – Economic Science, Targu Mures, Romania; “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, UCSDT, Department of Economic Research, Targu Mures, Romania)

  • Mahmood Yahyazadehfar

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

  • Meysam Shirkhodaie

    (Faculty of Economics and Administrative Sciences University of Mazandaran, Babolsar, Iran)

Abstract

The green marketing strategy aims to incorporate eco-friendly practices across all marketing activities to minimize environmental harm and simultaneously accomplish organizational objectives. The purpose of this study endeavor is to investigate the various elements that impact the execution of green marketing strategies. To commence this investigation, a comprehensive review of a total of 84 scholarly articles published between the years 2018 and 2024 was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software 18. Consequently, a total of 5 overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. The findings of this scholarly inquiry hold significant implications as they can offer a structured framework for recognizing and effectively managing the factors that impact the implementation of green marketing strategies, thereby aiding businesses in the successful execution of these strategies.

Suggested Citation

  • 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.
  • Handle: RePEc:ddj:fseeai:y:2024:i:2:p:14-25
    DOI: https://doi.org/10.35219/eai15840409406
    as

    Download full text from publisher

    File URL: http://eia.feaa.ugal.ro/images/eia/2024_2/Abedin_et_al....pdf
    Download Restriction: no

    File URL: https://libkey.io/https://doi.org/10.35219/eai15840409406?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Minjian Guo & Joanna Nowakowska-Grunt & Vladimir Gorbanyov & Maria Egorova, 2020. "Green Technology and Sustainable Development: Assessment and Green Growth Frameworks," Sustainability, MDPI, vol. 12(16), pages 1-13, August.
    2. Mäkitie, Tuukka & Normann, Håkon E. & Thune, Taran M. & Sraml Gonzalez, Jakoba, 2019. "The green flings: Norwegian oil and gas industry’s engagement in offshore wind power," Energy Policy, Elsevier, vol. 127(C), pages 269-279.
    3. Athanasios Rentizelas & Ana Beatriz Lopes Sousa Jabbour & Ahmed Darwish Al Balushi & Andrea Tuni, 2020. "Social sustainability in the oil and gas industry: institutional pressure and the management of sustainable supply chains," Annals of Operations Research, Springer, vol. 290(1), pages 279-300, July.
    4. Guanhua Yang & Beilei Liu, 2023. "RETRACTED ARTICLE: Research on the impact of managers’ green environmental awareness and strategic intelligence on corporate green product innovation strategic performance," Annals of Operations Research, Springer, vol. 326(1), pages 5-5, July.
    5. Ingo Kowarik & Leonie K. Fischer & Dave Kendal, 2020. "Biodiversity Conservation and Sustainable Urban Development," Sustainability, MDPI, vol. 12(12), pages 1-8, June.
    6. Yousif Munadhil Ibrahim & Norsiah Hami & Susan Sabah Abdulameer, 2020. "Assessing Sustainable Manufacturing Practices and Sustainability Performance Among Oil and Gas Industry in Iraq," International Journal of Energy Economics and Policy, Econjournals, vol. 10(4), pages 60-67.
    7. Lin Wang & Feng Pan, 2023. "Incentive Mechanism Analysis of Environmental Governance Using Multitask Principal–Agent Model," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    8. Elnur Nabivi, 2020. "Implementation of Green Marketing Concept Through Social Media Activities: A Systematic Literature Review," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(11), pages 55-67.
    9. Eneizan, Bilal M. & Matar, Ali & Al-Zawahreh, Abdelghafour & Alkhawaldeh, Abdelbaset M. & Eneizan, Odai, 2019. "Effects of green marketing strategy on firm financial performance. The moderating role of government policy," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 15(2).
    10. Aastvedt, Tonje Marthinsen & Behmiri, Niaz Bashiri & Lu, Li, 2021. "Does green innovation damage financial performance of oil and gas companies?," Resources Policy, Elsevier, vol. 73(C).
    11. Katharina Kaupke & Dodo zu Knyphausen‐Aufseß, 2023. "Sustainability and firm value in the oil and gas industry—A vicious circle?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1129-1144, May.
    12. Yueyang Zhao & Jinzhou Mao & Yueshan Li, 2022. "Local governments’ environmental emphasis and corporate green innovation: evidence from China," Economic Change and Restructuring, Springer, vol. 55(4), pages 2577-2603, November.
    13. Sri Widyastuti & Muhammad Said & Safitri Siswono & Dian Andi Firmansyah, 2019. "Customer Trust through Green Corporate Image, Green Marketing Staretgy and Social Responsibility: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 343-359.
    14. Irina Heim & Anne Crowley Vigneau & Yelena Kalyuzhnova, 2023. "Environmental and socio-economic policies in oil and gas regions: triple bottom line approach," Regional Studies, Taylor & Francis Journals, vol. 57(1), pages 181-195, January.
    15. Sri Widyastuti & Muhammad Said & Safitri Siswono & Dian Andi Firmansyah, 2019. "Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 83-99.
    16. Muhammad Khuram Khalil & Rashid Khalil, 2022. "Leveraging Buyers’ Interest in ESG Investments through Sustainability Awareness," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    17. Kateryna Malinoshevska & Maryna Korzh, 2020. "Marketing Strategies Of Development On The Example Of Green Tourism," Three Seas Economic Journal, Publishing house "Baltija Publishing", vol. 1(2).
    18. Aamir Inam Bhutta & Muhammad Rizwan Ullah & Jahanzaib Sultan & Ahsan Riaz & Muhammad Fayyaz Sheikh, 2022. "Impact of Green Energy Production, Green Innovation, Financial Development on Environment Quality: A Role of Country Governance in Pakistan," International Journal of Energy Economics and Policy, Econjournals, vol. 12(1), pages 316-326.
    19. 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.
    20. Shatha M. Obeidat & Anas A. Al Bakri & Said Elbanna, 2020. "Leveraging “Green” Human Resource Practices to Enable Environmental and Organizational Performance: Evidence from the Qatari Oil and Gas Industry," Journal of Business Ethics, Springer, vol. 164(2), pages 371-388, June.
    21. Ismael Mohammed Saeed & Ahmad Tarkhany & Younis Hama & Shwan Al-Shatri, 2023. "Environmental considerations, sustainability opportunities and Iraqi government’s energy policies: a comparative study," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(7), pages 6879-6895, July.
    22. Bader K. AlNuaimi & Mohammed Al Mazrouei & Fauzia Jabeen, 2020. "Enablers of green business process management in the oil and gas sector," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 69(8), pages 1671-1694, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bahareh Abedin & Manuela Rozalia Gabor & Irina Olimpia Susanu & Yousif Fllayyih Jaber, 2024. "Exploring the Perspectives of Oil and Gas Industry Managers on the Adoption of Sustainable Practices: A Q Methodology Approach to Green Marketing Strategies," Sustainability, MDPI, vol. 16(14), pages 1-32, July.
    2. Anna Pietruszka-Ortyl & Małgorzata Cwiek, 2021. "Trust in the Diffusion of Professional Knowledge," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 989-1009.
    3. Leszek Dziawgo, 2021. "Energy Sectors on Capital Market – Financing the Process “Towards Sustainability”," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 938-955.
    4. Gain Park & Hyun Soon Park, 2020. "Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations," Sustainability, MDPI, vol. 13(1), pages 1-15, December.
    5. S. M. Shafiul Alam & K. M. Zahidul Islam, 2021. "Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-16, December.
    6. Arian Matin & Tornike Khoshtaria & Metin Marcan & Davit Datuashvili, 2022. "The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 709-735, December.
    7. Khachatryan, Hayk & Rihn, Alicia & Wei, Xuan, 2021. "Consumers’ Preferences for Eco-labels on Plants: The Influence of Trust and Consequentiality Perceptions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 91(C).
    8. Joanna Wyrwisz & Jacek Dziwulski, 2021. "Sustainability as a Brand Power Factor in the Women's and Men's Assessment," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 357-367.
    9. Joseph Elmer G. Noval, 2023. "Green Marketing Practices and Corporate Social Responsibility as Predictors of Organizatonal Commitment among the Selected Food Manufacturing Companies in Davao City," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(9), pages 914-929, September.
    10. You-Kyung Lee, 2020. "The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-15, June.
    11. Tan, Xiujie & Yan, Yaxue & Dong, Yuyang, 2022. "Peer effect in green credit induced green innovation: An empirical study from China's Green Credit Guidelines," Resources Policy, Elsevier, vol. 76(C).
    12. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel, 2021. "Investigating the link between managers' green knowledge and leadership style, and their firms' environmental performance: The mediation role of green creativity," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3228-3240, November.
    13. 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.
    14. Xiaoli Zhang & Guoyi Xiu & Fakhar Shahzad & Yupeng Duan, 2021. "Optimal Financing Strategy in a Capital-Constrained Supply Chain with Retailer Green Marketing Efforts," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    15. Yueyang Zhao & Jinzhou Mao, 2023. "Mixed ownership reforms and the transparency of nonstate‐owned enterprises: Evidence from China," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(1), pages 271-284, January.
    16. Yi Shi & Yan Li, 2022. "An Evolutionary Game Analysis on Green Technological Innovation of New Energy Enterprises under the Heterogeneous Environmental Regulation Perspective," Sustainability, MDPI, vol. 14(10), pages 1-26, May.
    17. 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.
    18. Teplova, Tamara & Sokolova, Tatiana & Kissa, David, 2023. "Revealing stock liquidity determinants by means of explainable AI: The role of ESG before and during the COVID-19 pandemic," Resources Policy, Elsevier, vol. 86(PB).
    19. Kolesnik, N., 2023. "Implementation of the concept of sustainable development in food retail: Latent semantic analysis of SMM communication 2015-2021," Journal of the New Economic Association, New Economic Association, vol. 60(3), pages 79-102.
    20. 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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddj:fseeai:y:2024:i:2:p:14-25. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gianina Mihai (email available below). General contact details of provider: https://edirc.repec.org/data/fegalro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.