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The influence of green marketing strategies on business performance and corporate image in the retail sector

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  • Chipo Mukonza
  • Ilze Swarts

Abstract

Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco‐friendly goods and services by employing recyclable and easily decomposed packaging, better pollution prevention methods, and a more efficient use of energy. Against this background, the study followed a case study approach using South Africa's retail giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry out in‐depth interviews and administer questionnaires with senior management of the selected retailers. In addition, document and website analyses were used for triangulation purposes. Path analysis and content analysis were used to establish the correlation. The study established that green marketing strategy has a positive effect on corporate image and on business performance. The paper recommends that if enterprises are to sustain competitive advantage, particularly in the retail sector, it is in their best interest to adopt green marketing strategies.

Suggested Citation

  • Chipo Mukonza & Ilze Swarts, 2020. "The influence of green marketing strategies on business performance and corporate image in the retail sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 838-845, March.
    • Handle: RePEc:bla:bstrat:v:29:y:2020:i:3:p:838-845
    DOI: 10.1002/bse.2401
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    References listed on IDEAS

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    2. Kolesnik, N., 2023. "Implementation of the concept of sustainable development in food retail: Latent semantic analysis of SMM communication 2015-2021," Journal of the New Economic Association, New Economic Association, vol. 60(3), pages 79-102.
    3. Youtang Zhang & Hagos Mesfin Berhe, 2022. "The Impact of Green Investment and Green Marketing on Business Performance: The Mediation Role of Corporate Social Responsibility in Ethiopia’s Chinese Textile Companies," Sustainability, MDPI, vol. 14(7), pages 1-24, March.
    4. Shen, Famei & Li, Jie & Chen, Jianghang & Wang, Wangshuai, 2023. "Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis," Journal of Business Research, Elsevier, vol. 167(C).
    5. 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.
    6. Thac Dang‐Van & Tan Vo‐Thanh & Jianming Wang & Ninh Nguyen, 2023. "Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4568-4583, November.
    7. Zhonghao Wang, 2023. "Do Livelihood Strategies Influence Post-Epidemic Business Performance? Investigation of Social Capital and Environmental Perception," Sustainability, MDPI, vol. 15(5), pages 1-12, March.
    8. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    9. Saira Begum & Muhammad Ashfaq & Kaveh Asiaei & Khuram Shahzad, 2023. "Green intellectual capital and green business strategy: The role of green absorptive capacity," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4907-4923, November.
    10. N. Zhang, 2022. "How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model," International Journal of Corporate Social Responsibility, Springer, vol. 7(1), pages 1-10, December.
    11. 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.
    12. Fabien Martinez, 2021. "Ecological responsiveness and business performance: Four scenarios of compatibility and a multi‐faceted strategies framework," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3606-3625, December.
    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. Md. Abdul Moktadir & Ashish Dwivedi & Akib Rahman & Charbel Jose Chiappetta Jabbour & Sanjoy Kumar Paul & Razia Sultana & Jitender Madaan, 2020. "An investigation of key performance indicators for operational excellence towards sustainability in the leather products industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3331-3351, December.
    15. Irjayanti Maya & Azis Anton Mulyono, 2021. "Quality Management for Leather Industry to Increase Competitiveness in the Global Market," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 12(2), pages 16-30, August.

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