IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i19p8589-d1757447.html
   My bibliography  Save this article

External Drivers of Dominant Green Positioning for Organic Food Brands: Evidence from an Emerging Market

Author

Listed:
  • Mihai Stoica

    (Faculty of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Mihai Ioan Roșca

    (Faculty of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Laura Daniela Roșca

    (Faculty of Management-Marketing, Romanian-American University, 012101 Bucharest, Romania)

  • Ioana Cecilia Popescu

    (Faculty of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

Abstract

Growing consumer interest in personal health and environmental sustainability has driven a significant number of companies to enter the organic food market. While this offers valuable opportunities, companies face substantial challenges in making marketing decisions which are aligned with the specific characteristics of this sector. This paper studies the impact of three external drivers—environmental customer pressure, environmental competitive intensity, and environmental regulatory pressure—on companies’ decision to adopt a dominant green positioning strategy within the Romanian organic food market. To this end, an online survey was conducted among 77 companies, including producers, processors, distributors, and retailers, all of which own an organic food brand. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to assess the measurement model and test the hypothesised structural relationships. Our findings confirm that customer pressure plays a significant role in shaping green brand positioning decisions. Accordingly, companies must be responsive to consumer expectations, even in the absence of strict regulations in Romania’s organic food sector guiding organisational behaviour. Furthermore, competitive dynamics were also found to be vital, as evidenced by the positive and direct relationship between environmental competitive intensity and the strategic green positioning decision examined.

Suggested Citation

  • Mihai Stoica & Mihai Ioan Roșca & Laura Daniela Roșca & Ioana Cecilia Popescu, 2025. "External Drivers of Dominant Green Positioning for Organic Food Brands: Evidence from an Emerging Market," Sustainability, MDPI, vol. 17(19), pages 1-27, September.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:19:p:8589-:d:1757447
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/19/8589/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/19/8589/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anna Nowak & Imran Aslan & Aneta Jarosz‐Angowska, 2025. "Drivers of Organic Product Consumption in the EU: A Sustainable Development Perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(5), pages 7245-7258, October.
    2. Courage Simon Kofi Dogbe & Bylon Abeeku Bamfo & Wisdom Wise Kwabla Pomegbe, 2021. "Market Orientation And New Product Success Relationship: The Role Of Innovation Capability, Absorptive Capacity, Green Brand Positioning," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 25(03), pages 1-30, April.
    3. Elena-Simina Lakatos & Ligia-Maria Nan & Laura Bacali & George Ciobanu & Andreea-Maria Ciobanu & Lucian-Ionel Cioca, 2021. "Consumer Satisfaction towards Green Products: Empirical Insights from Romania," Sustainability, MDPI, vol. 13(19), pages 1-15, October.
    4. Adrian Micu & Angela-Eliza Micu & Alexandru Capatina & Nicoleta Cristache & Bogdan George Dragan, 2018. "Market Intelligence Precursors for the Entrepreneurial Resilience Approach: The Case of the Romanian Eco-Label Product Retailers," Sustainability, MDPI, vol. 10(1), pages 1-12, January.
    5. Theodor Purcărea & Valeriu Ioan-Franc & Ştefan-Alexandru Ionescu & Ioan Matei Purcărea & Victor Lorin Purcărea & Irina Purcărea & Maria Cristina Mateescu-Soare & Otilia-Elena Platon & Anca-Olguța Orza, 2022. "Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It," Sustainability, MDPI, vol. 14(3), pages 1-51, January.
    6. Guruh T. Hariyadi & Purwanto Purwanto & Rizal Isnanto, 2025. "Green Consumer Profile Analysis: Insights from Digital Market Clustering," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 5, pages 27-47.
    7. Aseem Prakash, 2002. "Green marketing, public policy and managerial strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 11(5), pages 285-297, September.
    8. Eiadat, Yousef & Kelly, Aidan & Roche, Frank & Eyadat, Hussein, 2008. "Green and competitive? An empirical test of the mediating role of environmental innovation strategy," Journal of World Business, Elsevier, vol. 43(2), pages 131-145, March.
    9. Ahmad Miftah Baiquni & Asmai Ishak, 2019. "The green purchase intention of Tupperware products: the role of green brand positioning," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 23(1), pages 1-14.
    10. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Maksymilian Czeczotko & Monika Świątkowska & Dagmara Stangierska & Ewa Świstak & Agnieszka Bobola & Julita Szlachciuk & Karol Krajewski, 2018. "Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market," Sustainability, MDPI, vol. 10(7), pages 1-28, July.
    11. Iulia Diana Popa & Dan-Cristian Dabija, 2019. "Developing the Romanian Organic Market: A Producer’s Perspective," Sustainability, MDPI, vol. 11(2), pages 1-15, January.
    12. Bang-Ning Hwang & Chi-Yo Huang & Chih-Hsiung Wu, 2016. "A TOE Approach to Establish a Green Supply Chain Adoption Decision Model in the Semiconductor Industry," Sustainability, MDPI, vol. 8(2), pages 1-30, February.
    13. Bogdan Nichifor & Luminita Zait & Laura Timiras, 2025. "Drivers, Barriers, and Innovations in Sustainable Food Consumption: A Systematic Literature Review," Sustainability, MDPI, vol. 17(5), pages 1-44, March.
    14. Nadia Palmieri & Flavio Boccia & Daniela Covino, 2024. "Digital and Green Behaviour: An Exploratory Study on Italian Consumers," Sustainability, MDPI, vol. 16(8), pages 1-19, April.
    15. Mihai STOICA, 2023. "Organic Food Positioning: How Do Companies Want Their Brand To Be Perceived By Consumers?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 61-93, May.
    16. Vilasanti da Luz, Victoria & Mantovani, Danielle & Nepomuceno, Marcelo Vinhal, 2020. "Matching green messages with brand positioning to improve brand evaluation," Journal of Business Research, Elsevier, vol. 119(C), pages 25-40.
    17. Zhu, Qinghua & Sarkis, Joseph & Cordeiro, James J. & Lai, Kee-Hung, 2008. "Firm-level correlates of emergent green supply chain management practices in the Chinese context," Omega, Elsevier, vol. 36(4), pages 577-591, August.
    18. Florentina CONSTANTIN, 2012. "Economic Performance of Organic Farming in Romania and European Union," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 108-119, June.
    19. Iulia Sorina Dan & Ionel Mugurel Jitea, 2024. "Understanding the Perceptions of Organic Products in Romania: Challenges and Opportunities for Market Growth in the Context of the European Green Deal," Agriculture, MDPI, vol. 14(12), pages 1-25, December.
    20. 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).
    21. Catalina Sitnikov & Laura Vasilescu & Radu Ogarca & Sorin Tudor, 2015. "Matrix Model for Choosing Green Marketing Sustainable Strategic Alternatives," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 909-909, August.
    22. Hana MaÅ¥ová & Miroslava Oravcová Triznová & Vladislav Kaputa & Erika LouÄ anová & Richard P. Vlosky, 2024. "Strategic Environmental Consumer Segmentation: An Exploratory Case Study in Slovakia," SAGE Open, , vol. 14(1), pages 21582440241, March.
    23. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Dagmara Stangierska & Monika Świątkowska & Agnieszka Bobola & Julita Szlachciuk & Maksymilian Czeczotko & Karol Krajewski & Ewa Świstak, 2021. "Factors Limiting the Development of the Organic Food Sector—Perspective of Processors, Distributors, and Retailers," Agriculture, MDPI, vol. 11(9), pages 1-22, September.
    24. Li Li & Shichang Liang & Bin Lan & Rulan Li & Yiwei Zhang, 2025. "Boundaries Shaping Sustainability: The Impact of Organic Food Information Boundaries on Purchase Intentions," Sustainability, MDPI, vol. 17(7), pages 1-30, April.
    25. Andy Felix Jităreanu & Mioara Mihăilă & Alexandru-Dragoș Robu & Florin-Daniel Lipșa & Carmen Luiza Costuleanu, 2022. "Dynamic of Ecological Agriculture Certification in Romania Facing the EU Organic Action Plan," Sustainability, MDPI, vol. 14(17), pages 1-17, September.
    26. Chieh-Yu Lin & Yi-Hui Ho, 2011. "Determinants of Green Practice Adoption for Logistics Companies in China," Journal of Business Ethics, Springer, vol. 98(1), pages 67-83, January.
    27. Julia Wojciechowska-Solis & Aleksandra Kowalska & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2022. "Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(3), pages 1-19, January.
    28. Yong Ming Wang & Hafiz Muhammad Fakhar Zaman & Abdul Khaliq Alvi, 2022. "Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust," SAGE Open, , vol. 12(2), pages 21582440221, June.
    29. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    30. Andreea Strambu-Dima, 2022. "Food-Related Consumer Behavior Endorsing European Food Chain Sustainability—A Marketing Study on the Romanian Consumer," Sustainability, MDPI, vol. 14(15), pages 1-20, July.
    31. Stefano Orsini & Ambrogio Costanzo & Francesco Solfanelli & Raffaele Zanoli & Susanne Padel & Monika M. Messmer & Eva Winter & Freya Schaefer, 2020. "Factors Affecting the Use of Organic Seed by Organic Farmers in Europe," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    32. Frank‐Martin Belz & Birte Schmidt‐Riediger, 2010. "Marketing strategies in the age of sustainable development: Evidence from the food industry," Business Strategy and the Environment, Wiley Blackwell, vol. 19(7), pages 401-416, November.
    33. Chen, Jiawen & Liu, Linlin, 2020. "Customer participation, and green product innovation in SMEs: The mediating role of opportunity recognition and exploitation," Journal of Business Research, Elsevier, vol. 119(C), pages 151-162.
    34. repec:uii:jsbuii:v:23:y:2019:i:1:p:1-14 is not listed on IDEAS
    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. Mohammad Wasiq & Mustafa Kamal & Nazim Ali, 2023. "Factors Influencing Green Innovation Adoption and Its Impact on the Sustainability Performance of Small- and Medium-Sized Enterprises in Saudi Arabia," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    2. Mansour Naser Alraja & Rabia Imran & Basel M. Khashab & Mahmood Shah, 2022. "Technological Innovation, Sustainable Green Practices and SMEs Sustainable Performance in Times of Crisis (COVID-19 pandemic)," Information Systems Frontiers, Springer, vol. 24(4), pages 1081-1105, August.
    3. Chin‐jung Luan & Chengli Tien & Pei‐hua Wu, 2013. "Strategizing Environmental Policy and Compliance for Firm Economic Sustainability: Evidence from Taiwanese Electronics Firms," Business Strategy and the Environment, Wiley Blackwell, vol. 22(8), pages 517-546, December.
    4. Ganesh Dash & Chetan Sharma & Shamneesh Sharma, 2023. "Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    5. Ana Ursu & Ionut Laurentiu Petre, 2022. "Forecasting the Optimal Sustainable Development of the Romanian Ecological Agriculture," Sustainability, MDPI, vol. 14(21), pages 1-23, October.
    6. Endah Rahayu Lestari & Nimas Mayang Sabrina Sunyoto, 2023. "Fostering green innovation in achieving sustainable performance," Natural Resources Forum, Blackwell Publishing, vol. 47(3), pages 413-434, August.
    7. Marcos Carchano & Inmaculada Carrasco & Ángela González, 2024. "Eco‐innovation and environmental performance: Insights from Spanish wine companies," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 95(2), pages 595-623, June.
    8. Jodyanne Kirkwood & Sara Walton, 2010. "How ecopreneurs’ green values affect their international engagement in supply chain management," Journal of International Entrepreneurship, Springer, vol. 8(2), pages 200-217, June.
    9. Bianca Antonela Ungureanu & Andy Felix Jităreanu & George Ungureanu & Carmen Luiza Costuleanu & Gabriela Ignat & Ioan Prigoreanu & Elena Leonte, 2025. "Analysis of Food Purchasing Behavior and Sustainable Consumption in the North-East Region of Romania: A PLS-SEM Approach," Sustainability, MDPI, vol. 17(6), pages 1-35, March.
    10. Ching-Hsun Chang, 2011. "The Influence of Corporate Environmental Ethics on Competitive Advantage: The Mediation Role of Green Innovation," Journal of Business Ethics, Springer, vol. 104(3), pages 361-370, December.
    11. Feng Zhang & Lei Zhu, 2019. "Enhancing corporate sustainable development: Stakeholder pressures, organizational learning, and green innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1012-1026, September.
    12. Wajeeha Aslam & Syed Tehseen Jawaid, 2023. "Systematic Review of Green Banking Adoption: Following PRISMA Protocols," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 213-233, July.
    13. Zhen Zhang, 2024. "Exploring the green edge: the role of market orientation and knowledge management in achieving competitive advantage through creativity," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    14. Md. Shajul Islam & Mohammad Rabiul Basher Rubel & Md. Mahedi Hasan, 2023. "Environmental and Social Performance of the Banking Industry in Bangladesh: Effect of Stakeholders’ Pressure and Green Practice Adoption," Sustainability, MDPI, vol. 15(11), pages 1-24, May.
    15. 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.
    16. Jung Wan Lee & Young Min Kim & Young Ei Kim, 2018. "Antecedents of Adopting Corporate Environmental Responsibility and Green Practices," Journal of Business Ethics, Springer, vol. 148(2), pages 397-409, March.
    17. Hua-Hung (Robin) Weng & Ja-Shen Chen & Pei-Ching Chen, 2015. "Effects of Green Innovation on Environmental and Corporate Performance: A Stakeholder Perspective," Sustainability, MDPI, vol. 7(5), pages 1-30, April.
    18. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    19. Wajeeha Aslam & Syed Tehseen Jawaid, 2025. "Green banking adoption practices: the pathway of meeting sustainable goals," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(1), pages 1015-1040, January.
    20. Geng, Ruoqi & Mansouri, S. Afshin & Aktas, Emel, 2017. "The relationship between green supply chain management and performance: A meta-analysis of empirical evidences in Asian emerging economies," International Journal of Production Economics, Elsevier, vol. 183(PA), pages 245-258.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    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:gam:jsusta:v:17:y:2025:i:19:p:8589-:d:1757447. 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.