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Measuring Green Marketing: Scale Development and Validation

Author

Listed:
  • Neringa Vilkaite-Vaitone

    (Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUSTECH), 10223 Vilnius, Lithuania)

  • Ilona Skackauskiene

    (Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUSTECH), 10223 Vilnius, Lithuania)

  • Gonzalo Díaz-Meneses

    (Department of Economics and Business, University of Las Palmas de Gran Canaria, 35017 Las Palmas, Spain)

Abstract

Academics and practitioners are paying increasing attention to green marketing as lesser damage to the environment and future generations become a priority in a current complex business environment. Despite the expanding studies in this field, there is still a lack of psychometrically sound scales to measure green marketing practices. To fill this gap, the research aimed to develop and evaluate a multifaceted green marketing scale. First, we draw on theoretical evidence to define and conceptualize the construct of green marketing. Then, we use a multistudy scale development process to create and validate the Green Marketing Scale (GMaS). Two groups of participants were used for the validation of the scale. Study 1 ( n = 102), with the help of exploratory factor analysis (EFA), refined and reduced the items, proposed the factor structure. Study 2 ( n = 155) established the validity of the construct and the reliability of the scale. The authors have tested the six-factor model against the four-factor models using confirmatory factor analysis (CFA) with a sample of marketing managers. The results of the CFA have indicated that the revised version of the four-factor model appears to be the most tenable solution, as it shows the best fit for the data. The resulting 14-item GMaS captures a variety of green marketing manifestations across organizational settings and involves the dimensions of Strategy, Internal Marketing, Product, and Marketing Communication. In general, the research confirms the validity and reliability of the GMaS scale and can be used to measure green marketing in organizational settings in the energy industry.

Suggested Citation

  • Neringa Vilkaite-Vaitone & Ilona Skackauskiene & Gonzalo Díaz-Meneses, 2022. "Measuring Green Marketing: Scale Development and Validation," Energies, MDPI, vol. 15(3), pages 1-17, January.
    • Handle: RePEc:gam:jeners:v:15:y:2022:i:3:p:718-:d:728305
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    References listed on IDEAS

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    1. Chen, Yenming J. & Chen, Tsung-Hui, 2019. "Fair sharing and eco-efficiency in green responsibility and green marketing policy," International Journal of Production Economics, Elsevier, vol. 217(C), pages 232-245.
    2. Md. Nekmahmud & Maria Fekete-Farkas, 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation," Sustainability, MDPI, vol. 12(19), pages 1-31, September.
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    1. Bartłomiej Kabaja & Magdalena Wojnarowska & Maria Chiara Cesarani & Erica Varese, 2022. "Recognizability of Ecolabels on E-Commerce Websites: The Case for Younger Consumers in Poland," Sustainability, MDPI, vol. 14(9), pages 1-19, April.
    2. Reza Aghlmand & Mohammad Gheibi & Amir Takhtravan & Zahra Kian, 2022. "Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling," SN Business & Economics, Springer, vol. 2(8), pages 1-33, August.
    3. Sudhanshu Joshi & Manu Sharma, 2022. "Sustainable Performance through Digital Supply Chains in Industry 4.0 Era: Amidst the Pandemic Experience," Sustainability, MDPI, vol. 14(24), pages 1-25, December.
    4. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    5. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    6. Edyta Bombiak, 2022. "Green Intellectual Capital as a Support for Corporate Environmental Development—Polish Company Experience," Energies, MDPI, vol. 15(9), pages 1-18, April.

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