IDEAS home Printed from https://ideas.repec.org/a/gam/jeners/v15y2022i3p718-d728305.html
   My bibliography  Save this article

Measuring Green Marketing: Scale Development and Validation

Author

Listed:
  • Neringa Vilkaite-Vaitone

    (Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUSTECH), 10223 Vilnius, Lithuania)

  • Ilona Skackauskiene

    (Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUSTECH), 10223 Vilnius, Lithuania)

  • Gonzalo Díaz-Meneses

    (Department of Economics and Business, University of Las Palmas de Gran Canaria, 35017 Las Palmas, Spain)

Abstract

Academics and practitioners are paying increasing attention to green marketing as lesser damage to the environment and future generations become a priority in a current complex business environment. Despite the expanding studies in this field, there is still a lack of psychometrically sound scales to measure green marketing practices. To fill this gap, the research aimed to develop and evaluate a multifaceted green marketing scale. First, we draw on theoretical evidence to define and conceptualize the construct of green marketing. Then, we use a multistudy scale development process to create and validate the Green Marketing Scale (GMaS). Two groups of participants were used for the validation of the scale. Study 1 ( n = 102), with the help of exploratory factor analysis (EFA), refined and reduced the items, proposed the factor structure. Study 2 ( n = 155) established the validity of the construct and the reliability of the scale. The authors have tested the six-factor model against the four-factor models using confirmatory factor analysis (CFA) with a sample of marketing managers. The results of the CFA have indicated that the revised version of the four-factor model appears to be the most tenable solution, as it shows the best fit for the data. The resulting 14-item GMaS captures a variety of green marketing manifestations across organizational settings and involves the dimensions of Strategy, Internal Marketing, Product, and Marketing Communication. In general, the research confirms the validity and reliability of the GMaS scale and can be used to measure green marketing in organizational settings in the energy industry.

Suggested Citation

  • Neringa Vilkaite-Vaitone & Ilona Skackauskiene & Gonzalo Díaz-Meneses, 2022. "Measuring Green Marketing: Scale Development and Validation," Energies, MDPI, vol. 15(3), pages 1-17, January.
    • Handle: RePEc:gam:jeners:v:15:y:2022:i:3:p:718-:d:728305
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1996-1073/15/3/718/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1996-1073/15/3/718/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Yenming J. & Chen, Tsung-Hui, 2019. "Fair sharing and eco-efficiency in green responsibility and green marketing policy," International Journal of Production Economics, Elsevier, vol. 217(C), pages 232-245.
    2. Md. Nekmahmud & Maria Fekete-Farkas, 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation," Sustainability, MDPI, vol. 12(19), pages 1-31, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bartłomiej Kabaja & Magdalena Wojnarowska & Maria Chiara Cesarani & Erica Varese, 2022. "Recognizability of Ecolabels on E-Commerce Websites: The Case for Younger Consumers in Poland," Sustainability, MDPI, vol. 14(9), pages 1-19, April.
    2. Reza Aghlmand & Mohammad Gheibi & Amir Takhtravan & Zahra Kian, 2022. "Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling," SN Business & Economics, Springer, vol. 2(8), pages 1-33, August.
    3. Sudhanshu Joshi & Manu Sharma, 2022. "Sustainable Performance through Digital Supply Chains in Industry 4.0 Era: Amidst the Pandemic Experience," Sustainability, MDPI, vol. 14(24), pages 1-25, December.
    4. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    5. Karim Darban & Smail Kabbaj & Mostafa El Jay, 2023. "The Transformative Potential of AI in Green Marketing Strategies," Post-Print hal-04523586, HAL.
    6. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    7. Edyta Bombiak, 2022. "Green Intellectual Capital as a Support for Corporate Environmental Development—Polish Company Experience," Energies, MDPI, vol. 15(9), pages 1-18, April.

    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. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    2. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    3. Syed Hassan Raza & Umer Zaman & Moneeba Iftikhar & Owais Shafique, 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    4. Imran Hossain & Maria Fekete-Farkas & Md. Nekmahmud, 2022. "Purchase Behavior of Energy-Efficient Appliances Contribute to Sustainable Energy Consumption in Developing Country: Moral Norms Extension of the Theory of Planned Behavior," Energies, MDPI, vol. 15(13), pages 1-20, June.
    5. Oliver Meixner & Petra Riefler & Karin Schanes, 2021. "Sustainable Consumer Behavior and Food Marketing," Sustainability, MDPI, vol. 13(22), pages 1-4, November.
    6. R.A.D. Nirmani & Dr. T. Prabaharan, 2024. "The Impact of Eco-Labeling on Customers’ Green Purchase Intention: A Comparative Study Between Cargills Food City and Lanka Sathosa Supermarkets in Polonnaruwa District," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3), pages 1393-1402, March.
    7. Phong Nguyen, Nguyen & Adomako, Samuel & Ahsan, Mujtaba, 2023. "The base-of- the-pyramid orientation and export performance of Vietnamese small and medium enterprises," Journal of Business Research, Elsevier, vol. 154(C).
    8. Shariq Zia & Salman Hussain Paracha & Humaira Nadeem & Naveed Mushtaq, 2021. "Are Pakistani Consumers Ready To Go Green: A Study Of Buying Intentions Of Pakistani Consumers," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 126-138, December.
    9. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    10. Goutam Saha & Benazir Ishaque, 2022. "Predicting Green Purchase Behavior: An Empirical Study Using Theory of Reasoned Action," International Journal of Science and Business, IJSAB International, vol. 12(1), pages 45-57.
    11. Tu, Haiqiang & Zhou, Zhenhua, 2023. "Resilience and the sustainability: Harnessing efficiency in the natural resources markets for recovery," Resources Policy, Elsevier, vol. 86(PB).
    12. Imran Hossain & Md. Nekmahmud & Maria Fekete-Farkas, 2022. "How Do Environmental Knowledge, Eco-Label Knowledge, and Green Trust Impact Consumers’ Pro-Environmental Behaviour for Energy-Efficient Household Appliances?," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    13. Cao, Zhenzi & Tao, Ling, 2023. "Green finance and economic resilience: Investigating the nexus with natural resources through econometric analysis," Economic Analysis and Policy, Elsevier, vol. 80(C), pages 929-940.
    14. Yousef Abu Nahleh & Budur Al Ali & Hind Al Ali & Shouq Alzarooni & Shaikha Almulla & Fatima Alteneiji, 2023. "The Impact of COVID-19 on Supply Chain in UAE Food Sector," Sustainability, MDPI, vol. 15(11), pages 1-21, May.
    15. Prasada, Imade Yoga & Nugroho, Agus Dwi & Lakner, Zoltan, 2022. "Impact of the FLEGT license on Indonesian plywood competitiveness in the European Union," Forest Policy and Economics, Elsevier, vol. 144(C).
    16. Magdalena Sobocińska & Krystyna Mazurek-Łopacińska & Stanisław Skowron & Andrzej Graczyk & Karol Kociszewski, 2020. "The Role of Marketing in Shaping the Development of the Market of Organic Farming Products in Poland," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    17. Xin Zhang & Felix Nutakor & Michael Kaku Minlah & Jinke Li, 2023. "Can Digital Transformation Drive Green Transformation in Manufacturing Companies?—Based on Socio-Technical Systems Theory Perspective," Sustainability, MDPI, vol. 15(3), pages 1-24, February.
    18. Taati, Roza & Ebrahimi, Abdolhamid & Saeednia, Hamidreza & Alipourdarvishi, Zahra & Taleghani, Mohammad, 2023. "Present and Test the Corporate Social Responsibility Model in the Field of Green Marketing with Emphasis on Brand Affiliation from the Perspective of Organic Products' Consumers," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 12(4), March.
    19. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    20. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.

    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:gam:jeners:v:15:y:2022:i:3:p:718-:d:728305. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.