IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i21p15630-d1274332.html
   My bibliography  Save this article

Analysis of the Conceptual Frameworks of Green Marketing

Author

Listed:
  • Deimena Kiyak

    (Faculty of Social Sciences and Humanities, Klaipeda University, 92294 Klaipeda, Lithuania)

  • Rasa Grigoliene

    (Faculty of Marine Technologies and Natural Sciences, Klaipeda University, 92294 Klaipeda, Lithuania)

Abstract

The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior. Each element is significant in the overall process of initiating green marketing, but every company, considering the theoretical insights presented in this article, can create a unique combination of green marketing and creatively use the 4P marketing mix, during which the basic principles of green marketing would be observed. A structured academic research study in this field would decisively contribute to the practical application of green marketing in businesses.

Suggested Citation

  • Deimena Kiyak & Rasa Grigoliene, 2023. "Analysis of the Conceptual Frameworks of Green Marketing," Sustainability, MDPI, vol. 15(21), pages 1-20, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:21:p:15630-:d:1274332
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/21/15630/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/21/15630/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    3. Dahlquist, Steven H., 2021. "How green product demands influence industrial buyer/seller relationships, knowledge, and marketing dynamic capabilities," Journal of Business Research, Elsevier, vol. 136(C), pages 402-413.
    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. Rajumesh Sivarajah, 2024. "Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics," SN Business & Economics, Springer, vol. 4(12), pages 1-26, December.

    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. Andreas Falke & Nadine Schröder & Claudia Hofmann, 2022. "The influence of values in sustainable consumption among millennials," Journal of Business Economics, Springer, vol. 92(6), pages 899-928, August.
    2. Zhifeng Zhang & Fariha Sami & Irfan Ullah & Sami Ullah Khan & Salahuddin Khan, 2024. "Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China: a logistic regression approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(11), pages 29453-29474, November.
    3. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Osama Rashid & An Liren, 2021. "The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    4. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    5. Edin Güçlü Sözer & Mustafa Emre Civelek & Adnan Veysel Ertemel & Mustafa Çağrı Pehlivanoğlu, 2024. "The Determinants of Green Purchasing in the Hospitality Sector: A Study on the Mediation Effect of LOHAS Orientation," Sustainability, MDPI, vol. 16(23), pages 1-26, December.
    6. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    7. Hamid Mahmood Gelaidan & Abdullah Al-Swidi & Muhammad Haroon Hafeez, 2023. "Studying the Joint Effects of Perceived Service Quality, Perceived Benefits, and Environmental Concerns in Sustainable Travel Behavior: Extending the TPB," Sustainability, MDPI, vol. 15(14), pages 1-22, July.
    8. Marcello Risitano & Rosaria Romano & Vincenzo Rusciano & Gennaro Civero & Debora Scarpato, 2022. "The impact of sustainability on marketing strategy and business performance: The case of Italian fisheries," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1538-1551, May.
    9. Cheung, Millissa F.Y. & To, W.M., 2019. "An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 145-153.
    10. Farrukh Rafiq & Mohd Adil & Mohd Sadiq, 2022. "Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    11. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    12. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    13. Khalid Mehmood & Fauzia Jabeen & Shilpa Iyanna & Hui Zhang & Patrice Piccardi & Nagendra Singh Nehra, 2024. "Exploring drivers of behavioral willingness to reduce plastic consumption and socially responsible consumption behavior: A stimulus–organism–behavior–consequence paradigm based environmental managemen," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3098-3118, July.
    14. 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.
    15. Muhammad Jawad & Munazza Naz, 2024. "Financial Technological Innovation, Sustainable Operations, and Efficiency: a Study of SMBs in Times of Crisis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 13160-13181, September.
    16. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    17. Sonia Khawand & Matina Ghasemi & Seyed Arash Sahranavard, 2022. "Employee Involvement and Socialization as an Example of Sustainable Marketing Strategy and Organization’s Citizenship Behavior: Empirical Evidence from Beirut Hotel Sector," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    18. Hummayoun Naeem & Huda Syed & Anooshay Hummayoun & Shanzay Hummayoun & Shumaila Humayun & Fakiha Zahid & Suhaymah Ashraf, 2023. "The Impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products: An Evidence from the University Students of UAE," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 299-304.
    19. Skackauskiene Ilona & Vilkaite-Vaitone Neringa, 2019. "Methodological Perspective of Evaluation of Green Marketing Performance," Economics and Business, Sciendo, vol. 33(1), pages 183-191, January.
    20. Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.

    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:15:y:2023:i:21:p:15630-:d:1274332. 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.