Antecedents and consequences of strategic green marketing orientation
Abstract
Purpose
The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept.
Design/methodology/approach
The paper draws upon the extant literature to present a series of research propositions relating to SGMO.
Findings
The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization.
Research limitations
Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research.
Originality/value
This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.
Keywords
Citation
Chahal, H., Dangwal, R. and Raina, S. (2014), "Antecedents and consequences of strategic green marketing orientation", Journal of Global Responsibility, Vol. 5 No. 2, pp. 338-362. https://doi.org/10.1108/JGR-09-2013-0012
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited