IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i8p4494-d538177.html
   My bibliography  Save this article

Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling

Author

Listed:
  • Eunhye Park

    (Department of Food and Nutrition, Gachon University, Seongnam 13120, Korea)

  • Junehee Kwon

    (Department of Hospitality Management, Kansas State University, Manhattan, KS 66506, USA)

  • Sung-Bum Kim

    (College of Business Administration, Inha University, Incheon 22212, Korea)

Abstract

This study aimed to examine the effects of two types of green information conveyed via online platforms and the moderating role of environmental consciousness on customers’ green perceptions, positive attitudes, and behavioral intentions. This study performed a 2 (firm-initiated green information: absent, present) × 2 (customer-generated green information: absent, present) experiment. These mixed methods were further implemented by using both open-ended surveys and structured measurements. Open-ended survey answers were analyzed with structural topic modeling to discover customers’ green perceptions. The results highlighted the importance of customer-generated green information to support firm-initiated green marketing, consequently leading to enhanced customer satisfaction and behavioral intentions. Although displaying green information generated by both the company and its customers is effective in enhancing green perceptions, customers may react differently depending on their levels of environmental consciousness.

Suggested Citation

  • Eunhye Park & Junehee Kwon & Sung-Bum Kim, 2021. "Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4494-:d:538177
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/8/4494/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/8/4494/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 210-224, September.
    2. Guo, Yue & Barnes, Stuart J. & Jia, Qiong, 2017. "Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation," Tourism Management, Elsevier, vol. 59(C), pages 467-483.
    3. Agostino Vollero & Maria Palazzo & Alfonso Siano & Wim J.L. Elving, 2016. "Avoiding the greenwashing trap: between CSR communication and stakeholder engagement," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 10(2), pages 120-140.
    4. Kiljae Lee & Won-Yong Oh & Namhyeok Kim, 2013. "Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings," Journal of Business Ethics, Springer, vol. 118(4), pages 791-806, December.
    5. Okazaki, Shintaro & Plangger, Kirk & West, Douglas & Menéndez, Héctor D., 2020. "Exploring digital corporate social responsibility communications on Twitter," Journal of Business Research, Elsevier, vol. 117(C), pages 675-682.
    6. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn, 2017. "Green marketing orientation: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 80(C), pages 236-246.
    7. Lucas, Christopher & Nielsen, Richard A. & Roberts, Margaret E. & Stewart, Brandon M. & Storer, Alex & Tingley, Dustin, 2015. "Computer-Assisted Text Analysis for Comparative Politics," Political Analysis, Cambridge University Press, vol. 23(2), pages 254-277, April.
    8. Lucy Chamberlin & Casper Boks, 2018. "Marketing Approaches for a Circular Economy: Using Design Frameworks to Interpret Online Communications," Sustainability, MDPI, vol. 10(6), pages 1-27, June.
    9. Margaret E. Roberts & Brandon M. Stewart & Dustin Tingley & Christopher Lucas & Jetson Leder‐Luis & Shana Kushner Gadarian & Bethany Albertson & David G. Rand, 2014. "Structural Topic Models for Open‐Ended Survey Responses," American Journal of Political Science, John Wiley & Sons, vol. 58(4), pages 1064-1082, October.
    10. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    11. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    12. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    13. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    14. Vilasanti da Luz, Victoria & Mantovani, Danielle & Nepomuceno, Marcelo Vinhal, 2020. "Matching green messages with brand positioning to improve brand evaluation," Journal of Business Research, Elsevier, vol. 119(C), pages 25-40.
    15. Michelle Man Suet Law & Peter Hills & Billy Chi Hang Hau, 2017. "Engaging Employees in Sustainable Development – a Case Study of Environmental Education and Awareness Training in Hong Kong," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 84-97, January.
    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. Young Joon Park & Jaewoo Joo & Charin Polpanumas & Yeujun Yoon, 2021. "“Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    2. Sara Teixeira & Zaila Oliveira & Sandrina Teixeira & Sara Teixeira, 2023. "Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics," Sustainability, MDPI, vol. 15(20), pages 1-15, October.
    3. 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.
    4. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.

    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. Woohyuk Kim & Sung-Bum Kim & Eunhye Park, 2021. "Mapping Tourists’ Destination (Dis)Satisfaction Attributes with User-Generated Content," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    2. Dehler-Holland, Joris & Schumacher, Kira & Fichtner, Wolf, 2021. "Topic Modeling Uncovers Shifts in Media Framing of the German Renewable Energy Act," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(1).
    3. Mohamed M. Mostafa, 2023. "A one-hundred-year structural topic modeling analysis of the knowledge structure of international management research," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3905-3935, August.
    4. Sunyoung Hlee & Hanna Lee & Chulmo Koo, 2018. "Hospitality and Tourism Online Review Research: A Systematic Analysis and Heuristic-Systematic Model," Sustainability, MDPI, vol. 10(4), pages 1-27, April.
    5. Ferrara, Federico M. & Masciandaro, Donato & Moschella, Manuela & Romelli, Davide, 2022. "Political voice on monetary policy: Evidence from the parliamentary hearings of the European Central Bank," European Journal of Political Economy, Elsevier, vol. 74(C).
    6. Camilla Salvatore & Silvia Biffignandi & Annamaria Bianchi, 2022. "Corporate Social Responsibility Activities Through Twitter: From Topic Model Analysis to Indexes Measuring Communication Characteristics," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 164(3), pages 1217-1248, December.
    7. Ahani, Ali & Nilashi, Mehrbakhsh & Yadegaridehkordi, Elaheh & Sanzogni, Louis & Tarik, A. Rashid & Knox, Kathy & Samad, Sarminah & Ibrahim, Othman, 2019. "Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 331-343.
    8. Yinglin Huang & Claude Francoeur & Stephen Brammer, 2022. "What drives and curbs brownwashing?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2518-2532, July.
    9. Pons, Adrià & Vintrò, Carla & Rius, Josep & Vilaplana, Jordi, 2021. "Impact of Corporate Social Responsibility in mining industries," Resources Policy, Elsevier, vol. 72(C).
    10. Dehler-Holland, Joris & Okoh, Marvin & Keles, Dogan, 2022. "Assessing technology legitimacy with topic models and sentiment analysis – The case of wind power in Germany," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    11. Eunhye Park & Junehee Kwon & Bongsug (Kevin) Chae & Sung-Bum Kim, 2021. "What Are the Salient and Memorable Green-Restaurant Attributes? Capturing Customer Perceptions From User-Generated Content," SAGE Open, , vol. 11(3), pages 21582440211, July.
    12. Ulrich Fritsche & Johannes Puckelwald, 2018. "Deciphering Professional Forecasters’ Stories - Analyzing a Corpus of Textual Predictions for the German Economy," Macroeconomics and Finance Series 201804, University of Hamburg, Department of Socioeconomics.
    13. Gang Ren & Taeho Hong, 2017. "Investigating Online Destination Images Using a Topic-Based Sentiment Analysis Approach," Sustainability, MDPI, vol. 9(10), pages 1-18, September.
    14. Hager, Anselm & Hilbig, Hanno, 2020. "Does Public Opinion Affect Political Speech?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 64(4), pages 921-937.
    15. Seraphine F. Maerz & Carsten Q. Schneider, 2020. "Comparing public communication in democracies and autocracies: automated text analyses of speeches by heads of government," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(2), pages 517-545, April.
    16. Bongsug (Kevin) Chae & Eunhye (Olivia) Park, 2018. "Corporate Social Responsibility (CSR): A Survey of Topics and Trends Using Twitter Data and Topic Modeling," Sustainability, MDPI, vol. 10(7), pages 1-20, June.
    17. Gregory D. Saxton & Charlotte Ren & Chao Guo, 2021. "Responding to Diffused Stakeholders on Social Media: Connective Power and Firm Reactions to CSR-Related Twitter Messages," Journal of Business Ethics, Springer, vol. 172(2), pages 229-252, August.
    18. Peter Grajzl & Peter Murrell, 2021. "Characterizing a legal–intellectual culture: Bacon, Coke, and seventeenth-century England," Cliometrica, Journal of Historical Economics and Econometric History, Association Française de Cliométrie (AFC), vol. 15(1), pages 43-88, January.
    19. Peter Grajzl & Cindy Irby, 2019. "Reflections on study abroad: a computational linguistics approach," Journal of Computational Social Science, Springer, vol. 2(2), pages 151-181, July.
    20. Gonçalves, Tiago Cruz & Gaio, Cristina, 2023. "Corporate sustainability disclosure and media visibility: Mixed method evidence from the tourism sector," Journal of Business Research, Elsevier, vol. 155(PB).

    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:jsusta:v:13:y:2021:i:8:p:4494-:d:538177. 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.