IDEAS home Printed from https://ideas.repec.org/a/src/sbseec/v6y2024i2p227-242.html
   My bibliography  Save this article

A Comprehensive Analysis of Role of Eco-Innovation in Linking Strategic Green Marketing and Service Innovation to Sustainable Products

Author

Listed:
  • Kouser, Rehana
  • Zahra, Khatiba Asmat
  • Memon, Muhammad Abdul Basit
  • Mahmood, Gohar

Abstract

Purpose: This research seeks to establish whether strategic green marketing, service innovation and eco-innovation can be used in the improvement of sustainable products development and usage. The research aims at responding to the challenges such as climate change, scarcity of resources and pollution of the environment while satisfying the customer’s need for environmentally sustainable products and services. Design/Methodology/Approach: Quantitative research design was used whereby questionnaires with close ended questions were used with 223 participants from different organizations. The questionnaires addressed the issue of green marketing and the aspect of services with innovation. To test the research hypothesis and examine the strategic green marketing’s impact on service innovation, eco-innovation, and sustainable product development, multiple regression and mediation analysis were employed.Findings: The outcomes show that the effects of strategic green marketing and service innovation on the creation of sustainable products when facilitated by eco-innovation are significant. Green marketing, backed by true green innovations, improves customers’ confidence.Implications/Originality/Value: This paper provides suggestions to the managers, the policymakers, and the industry players regarding the establishment of sustainable, credible, and environmentally friendly business strategies. Thus, the analysis of these notions and the demonstration of the interconnections between them will help to enhance the development of sustainable business and the transition to a more sustainable economy.

Suggested Citation

  • Kouser, Rehana & Zahra, Khatiba Asmat & Memon, Muhammad Abdul Basit & Mahmood, Gohar, 2024. "A Comprehensive Analysis of Role of Eco-Innovation in Linking Strategic Green Marketing and Service Innovation to Sustainable Products," Sustainable Business and Society in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 6(2), pages 227-242, June.
    • Handle: RePEc:src:sbseec:v:6:y:2024:i:2:p:227-242
    DOI: http://doi.org/10.26710/sbsee.v6i2.2992
    as

    Download full text from publisher

    File URL: https://publishing.globalcsrc.org/ojs/index.php/sbsee/article/view/2992/1735
    Download Restriction: no
    File URL: https://libkey.io/http://doi.org/10.26710/sbsee.v6i2.2992?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
    ---><---

    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:src:sbseec:v:6:y:2024:i:2:p:227-242. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Dr Rana Muhammad Adeel Farooq (email available below). General contact details of provider: https://edirc.repec.org/data/csrcmpk.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.