IDEAS home Printed from https://ideas.repec.org/p/arx/papers/2312.16698.html
   My bibliography  Save this paper

The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty

Author

Listed:
  • Erfan Mohammadi
  • MohammadMahdi Barzegar
  • Mahdi Nohekhan

Abstract

The idea that marketing, in addition to profitability and sales, should also consider the consumer's health is not and has not been a far-fetched concept. It can be stated that there is no longer a way back to producing environmentally harmful products, and gradually, governmental pressures, competition, and changing customer attitudes are obliging companies to adopt and implement a green marketing approach. Over time, concepts such as green marketing have penetrated marketing literature, making environmental considerations one of the most important activities of companies. For this purpose, this research examines the effects of green marketing strategy on brand loyalty (case study: food exporting companies). The population of this study consists of 345 employees and managers of companies like Kalleh, Solico, Pemina, Sorben, Mac, Pol, and Casel, out of which 182 were randomly selected as a sample using Cochran's formula. This research is practical; the required data were collected through a survey and questionnaire. The research results indicate that (1) green marketing strategy significantly affects brand loyalty. (2) Green products have a significant positive effect on brand loyalty. (3) Green promotion has a significant positive effect on brand loyalty. (4) Green distribution has a significant positive effect on brand loyalty. (5) Green pricing has a significant positive effect on brand loyalty.

Suggested Citation

  • Erfan Mohammadi & MohammadMahdi Barzegar & Mahdi Nohekhan, 2023. "The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty," Papers 2312.16698, arXiv.org.
    • Handle: RePEc:arx:papers:2312.16698
    as

    Download full text from publisher

    File URL: http://arxiv.org/pdf/2312.16698
    File Function: Latest version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    2. Khaled Nawaser & Mohammad Hakkak & Mohammad Amin Aeiny & Ali Vafaei-Zadeh & Haniruzila Hanifah, 2023. "The effect of green innovation on sustainable performance in SMEs: the mediating role of strategic learning," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 39(4), pages 490-511.
    3. Hamid Moini & Olav J. Sorensen & Eva Szuchy-Kristiansen, 2014. "Adoption of green strategy by Danish firms," Sustainability Accounting, Management and Policy Journal, Emerald Group Publishing Limited, vol. 5(2), pages 197-223, May.
    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. Saleh Ghobbe & Mahdi Nohekhan, 2023. "Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement," Papers 2312.15865, arXiv.org.
    2. Mahdi Nohekhan & Mohammadmahdi Barzegar, 2024. "Impact of Green Marketing Strategy on Brand Awareness: Business, Management, and Human Resources Aspects," Papers 2401.02042, arXiv.org.
    3. Andrea Lučić, 2020. "Measuring Sustainable Marketing Orientation—Scale Development Process," Sustainability, MDPI, vol. 12(5), pages 1-22, February.
    4. 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.
    5. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    6. Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    7. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    9. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
    10. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    11. Grimmer, Martin & Miles, Morgan P. & Polonsky, Michael Jay & Vocino, Andrea, 2015. "The effectiveness of life-cycle pricing for consumer durables," Journal of Business Research, Elsevier, vol. 68(7), pages 1602-1606.
    12. Philip R. Walsh & Rachel Dodds, 2017. "Measuring the Choice of Environmental Sustainability Strategies in Creating a Competitive Advantage," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 672-687, July.
    13. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.
    14. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
    15. Rashidi-Sabet, Siavash & Madhavaram, Sreedhar & Parvatiyar, Atul, 2022. "Strategic solutions for the climate change social dilemma: An integrative taxonomy, a systematic review, and research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 619-635.
    16. Lavorata, Laure, 2014. "Influence of retailers’ commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1021-1027.
    17. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    18. A Muposhi, 2018. "Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review," Journal of Economics and Behavioral Studies, AMH International, vol. 10(1), pages 112-124.
    19. Mehrnaz Kouhihabibi & Erfan Mohammadi, 2023. "The Future of Sustainability in Germany: Areas for Improvement and Innovation," Papers 2311.08678, arXiv.org.
    20. 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.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:arx:papers:2312.16698. 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: arXiv administrators (email available below). General contact details of provider: http://arxiv.org/ .

    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.