Determinants of Green Marketing Leading to Sustainable Competitive Advantage for Retailers Within the Delhi Region
DOI:
https://doi.org/10.17010/ijom/2018/v48/i8/130540Keywords:
Environment
, Awareness, Retailer, Consumer, Green Products, Competitive AdvantagePaper Submission Date
, May 23, 2018, Paper sent back for Revision, June 9, Paper Acceptance Date, July 12, 201.Abstract
Greenhouse gases released in the atmosphere are responsible for the prevalent alarming situation around the globe. To combat this situation, green marketing was adopted by the entire supply chain. Retailers being a part of the supply chain retaliated by introducing green products in their product line. They pressurized intermediaries and manufacturers to upgrade their upstream performance of green marketing as well as influenced consumers to buy environment friendly and sustainable products. Their role as mediators between manufacturers and consumers created a positive response towards green marketing, which is evident in the literature. However, there was an existing gap regarding which factors provide the retailers a sustainable competitive advantage for selling green products. The rationale for the study was to pin down the factors that resulted in a sustainable competitive advantage for retailers. A survey was conducted with a structured questionnaire using the 5 - point Likert scale. Out of 575 respondents who participated in the study, 496 validated responses were obtained from Delhi region. The data were analyzed by using confirmatory factor analysis. The findings of the research revealed 10 factors that resulted in sustainable competitive advantage for retailers within the Delhi region. The factors identified are : Eco Friendly Procurement, Green Communication, Eco Friendly Positioning, Eco Friendly Design, Eco Friendly Packaging, Green Pricing, Green Consumer, Green Label, Packaging Material, and Accessibility. The outcomes of the research are competent for the entire supply chain, especially the retailers. They should strategically work on the factors obtained from this study to achieve profits and satisfied consumers, protect the environment, and attain a sustainable competitive advantage.Downloads
Downloads
Published
How to Cite
Issue
Section
References
A. T. Kearney. (2016). Global retail expansion at a crossroads. Chicago : GreenBiz.
Aggrawal, A., Choudhary, R., & Gopal, R. (2010). Addressing green myopia by bundling technology with awareness in emerging economies : Some learning from failure stories in India. In, Managing business organisations, knowledge and the external environment. New Delhi : Macmillan Publication.
Arena, M., & Chiaroni, D. (2014). Road mapping for sustainability : Evidence from an Italian-based multinational firm. International Journal of Business Science & Applied Management, 9 (2), 1-15.
Atkinson, L., & Kim, Y. (2015). "I drink it anyway and I know I shouldn’t" Understanding green consumers' positive evaluations of norm-violating non-green products and misleading green advertising. Environmental Communication, 9 (1), 37-57. doi: https://doi.dx.org/10.1080/17524032.2014.932817
Balaji, V., & Injodey, J.I. (2017). Organic food products: A study on perceptions of Indian consumers. Indian Journal of Marketing, 47(1), 26-40. doi: https://doi.dx.org/10.17010/ijom/2017/v47/i1/108808
Barbulescu, A. (2017). Modeling the impact of the human activity, behavior and decisions on the environment. Marketing and green consumer. Journal of Environment Management (Spec. Issue), 204 (3), 813-844. doi: https://doi.dx.org/10.1016/j.jenvman.2017.10.028
Burke, P. J. (2014). Green pricing in the Asia Pacific: An idea whose time has come. Asia & the Pacific Policy Studies, 1(3), 561-575. Retrieved from onlinelibrary.wiley.com/doi/abs/10.1002/app5.39
Chang, S. H. (2015). The influence of green viral communications on green purchase intentions: The mediating role of consumers’ susceptibility to interpersonal influences. Sustainability, 7(5), 4829-4849. doi: https://doi.dx.org/10.3390/su7054829
Chen, C. C., Chen, C. W., & Tung, Y. C. (2018). Exploring the consumer behavior of intention to purchase green products in belt and road countries: An empirical analysis. Sustainability, 10(3), 854-871. doi: https://doi.dx.org/10.3390/su10030854
Chen, Y. S., Hung, S. T., Wang, T.Y., Huang, A. F., & Liao, Y. W. (2017). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 1-15. doi: https://doi.dx.org/10.3390/su9040654
Choudri, B. S., Baawain, M., Al-Zeidi, K., Al-Nofli, H., Al-Busaidi, R., & Al-Fazari, K. (2017). Citizen perception on environmental responsibility of the corporate sector in rural areas. Environment, Development and Sustainability, 19 (6), 2565-2576. doi: https://doi.dx.org/10.1007/s10668-016-9855-y
Coakes, J.C., & Ong, C. (2011). SPSS version 18.0 for windows analysis without anguish (1st ed.) . Dougall Street, Milton : John Wiley & Sons Australia, Ltd.
Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16 (3), 297-334. doi: https://doi.dx.org/10.1007/BF02310555
Dangelico, R.M., & Vocalelli, D. (2017). Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165 (1), 1263-1279. doi: https://doi.org/10.1016/j.jclepro.2017.07.184
Dobers, P., & Strannegard, L. (2005). Design, lifestyles and sustainability. Aesthetic consumption in a world of abundance. Sustainability and Design, 14(5), 324-336. https://doi.org/10.1002/bse.495
Doyle, P., & Stern, P. (2006). Marketing management and strategy (4th ed). Harlow : Times Prentice Hall.
GarcÃa-Arca, J., Garrido, A. T., & Prado-Prado, J. C. (2017). "Sustainable packaging logistics". The link between sustainability and competitiveness in supply chains. Sustainability, 9, 1098-1115. doi: https://doi.dx.org/https://doi.org/10.3390/su9071098
Gatari, N. C., & Were, S. (2014). Challenges facing implementation of green procurement in manufacturing sector in Kenya: A case study of Unga Limited Kenya. European Journal of Business Management, 2(1), 161-173.
Gogoi, P. (2008, March 24). Carbon offsets take flight. Bloomberg. Retrieved from https://www.bloomberg.com/news/articles/2008-03-24/carbon-offsets-take-flightbusinessweek-business-news-stock-market-and-financial-advice
González-GarcÃa, S., Sanye-Mengual, E., Llorach-Masana, P., Feijoo, G., Gabarrell, X., Rieradevall, J., & Moreira, M. T. (2016). Sustainable design of packaging materials. In S.S. Muthu (ed.), Environmental footprints of packaging (pp. 23-46). Singapore : Springer Science + Business Media.
Govender, J.P., & Govender, T. L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7 (2), 77-85. doi: https://doi.dx.org/https://doi.org/10.21511/ee.07(2).2016.8
Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20 (4), 231-250. doi: target="_blank">
Gunther, M. (2008, November 26). At IKEA, green in gold. Fortune. Retrieved from http://archive.fortune.com/2008/11/25/news/companies/gunther_ikea.fortune/index.htm
Gwin, C. F., & Gwin, C.R. (2003). Product attributes model: A tool for evaluating brand positioning. Journal of Marketing Theory and Practice, 11 (2), 30-42. doi: https://doi.dx.org/10.1080/10696679.2003.11658494
Hartmann, P., & Ibanez, A. (2008). Virtual nature experiences as emotional benefits in green product consumption: the moderating role of environmental attitudes. Environmental and Behaviour, 40 (6), 818-842. doi: https://doi.dx.org/10.1177/0013916507309870
Hartmann, P., Ibanez, V.A., & Sainz, F. J. F. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23 (1), 9-29. doi: https://doi.dx.org/10.1108/02634500510577447
Hawthrone, K. (2010, May 8). Ikea Canada to eliminate plastic bags. Retrieved from http://networkNationalpost.com/np/blogs/posted/archive/2009/04/14/ikea-canada-to-eliminate-plasticbags.aspx
India Brand Equity Foundation (IBEF). (2017). Retail sector. Retrieved from https://www.ibef.org/industry/retail-india.aspx
India Brand Equity Foundation (IBEF). (2018). Retail industry in India. Retrieved from https://www.ibef.org/industry/retail-india.aspx
Jankalova, M., & Vartiak, L. (2017). Identification of bases for evaluation of the business excellence status in relation to the CSR concept. International Journal for Quality Research, 11 (2), 315-330. doi: 10.1177/0013916507309870
Jayanthi, M. (2015). Consumers' awareness towards organic food products in Coimbatore district. Indian Journal of Marketing, 45 (12), 7-23. doi: https://doi.dx.org/10.17010/ijom/2015/v45/i12/83996
Kakati, R. P., & Ahmed, S. (2016). Dynamics of family role structure in consumer behaviour. Indian Journal of Marketing, 46 (6), 51- 61. doi:https://doi.dx.org/10.17010/ijom/2016/v46/i6/94846
Kianpour, K., Jusoh, A., & Asghari, M. (2014). Environmentally friendly as a new dimension of product quality. International Journal of Quality & Reliability Management, 31 (5), 547-565. doi: https://doi.dx.org/10.1108/IJQRM-06-2012-0079
Kirilova, E.G., & Vaklieva-Bancheva, N.G. (2017). Environmentally friendly management of diary supply chain for designing a green products’ portfolio. Journal of Cleaner Production, 167 (1), 493-504. doi: https://doi.dx.org/10.1016/j.jclepro.2017.08.188
Koteles, M., & Kusa, A. (2016). A constructive and responsible approach towards out-of-home media. In D. Petranova & S. Magal (eds.), Proceedings of the International Scientific Conference on Megatrends and Media-Critique in Media, Critique of Media, Smolenice (pp. 301-313). Trnava, Slovakia : UNIV SS Cyril & Methodius.
Kotler, P., & Keller, K. (2006). Marketing management (12th ed.) New Jersey: Pearson Education.
KPMG. (2018, March). Global retail trends 2018. Retrieved from https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2018/03/global-retail-trends-2018.pdf
Kumar, S., & Putnam, V. (2008). Cradle to Cradle: Reverse logistics strategies and opportunities across three industry sectors. International Journal of Production Economics, 115 (2), 305-315.
Leonetti, A. (2018). Green packaging market may cross USD 218.50 billion by 2021. Retrieved from https://www.researchgate.net/publication/322519502
Levy, M., & Weitz, B. (2001). Retailing management (4th ed.). New York : McGraw-Hill Companies Inc.
Li, T., & Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12 (6), 449-461. doi: https://doi.dx.org/10.1016/j.elerap.2013.07.001
LÃÅ¡ková, Z. D., CudlÃnová, E., Pártlová, P., & Petr, D. (2016). Importance of green marketing and its potential. Visegrad Journal on Bioeconomy and Sustainable Development, 5 (2), 61-64. doi: https://doi.org/10.1515/vjbsd-2016-0012
Liu, S., & Chang, Y.T. (2017). Manufacturers’ closed-loop orientation for green supply chain management. Sustainability, 9(2), 222-250. doi: https://doi.dx.org/https://doi.org/10.3390/su9020222
Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44 (4), 53-62. doi: https://doi.dx.org/10.1016/j.jenvp.2015.09.005
Makower, J. (2009). Strategies for the green economy. New York : McGraw Hill.
Massis, A.D., Minola, T., & Viviani, D. (2012). Entrepreneurial learning in Italian high-tech start-ups: An exploratory study. International Journal of Innovation and Learning, 11 (1), 94-114. doi: https://doi.dx.org/10.1504/IJIL.2012.044331
Mello, T. M., Eckhardt, D., & Leiras, A. (2017). Sustainable procurement portfolio management: A case study in a mining company. Production, 27 (1), 57-73. doi: https://doi.dx.org/10.1590/0103-6513.213616
Micu, A., Micu, A. E., Capatina, A., Cristache, N., & Dragan, B. G. (2018). Market intelligence precursors for the entrepreneurial resilience approach: The case of the Romanian eco-label product retailers. Sustainability, 10 (1), 190-201. doi: https://doi.dx.org/10.3390/su10010190
Millibank, P. (2004). Aluminium recycling vital to global supply chain. Aluminium International Today, 16 (5), 44-49.
Moravcikov, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green marketing as the source of the competitive advantage of the business. Sustainability, 9 (12), 2218-2230. doi: https://doi.dx.org/10.3390/su9122218
Norazah, M. S. (2013). Young consumer ecological behaviour: Effects of environmental knowledge. Management of Environmental Quality: An International Journal, 24 (6), 726-737. doi: https://doi.dx.org/10.1108/MEQ-02-2013-0010
Ouyang, H. Z. (2014). Selection and application of green packaging materials. Advanced Materials Research, 886 (1), 289 -293. doi: https://doi.dx.org/10.4028/www.scientific.net/AMR.886.289
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80 (11), 236-246. doi: target="_blank">
Patil, S., & Shelke, A. (2017). Green marketing practices on consumer buying behaviour in Marathwada. IOSR Journal of Business and Management, 19 (7), 15-19. doi: https://doi.dx.org/10.9790/487X-1907041519
Peattie, K. (1995). Environmental marketing management. Pitman : London.
Rahman, A. S. M. S., Barua, A., Hoque, R., & Zahir, M. R. (2017). Influence of green marketing on consumer behavior: A realistic study on Bangladesh. Global Journal of Management and Business Research: E Marketing, 17(1), Version 1.0. Retrieved from https://globaljournals.org/GJMBR_Volume17/2-Influence-of-Green-Marketing.pdf
Retail Industry Leaders Association. (2011). Improving sustainable supply chain efforts among retail leaders. Retrieved from http://mitsloan.mit.edu/actionlearning/media/documents/s-lab-projects/RILA-report.pdf
Ruparathna, R., & Hewage, K. (2015). Sustainable procurement in the Canadian construction industry: Current Practices, drivers and opportunities. Journal of Cleaner Production, 109 (Special Issue), 305-314. doi: https://doi.dx.org/10.1016/j.jclepro.2015.07.007
Sambu, F. K. (2016). Effect of green packaging on business performance in the manufacturing in Nairobi County, Kenya. International Journal of Economics, Commerce and Management, 4(2), 741-753.
Sancha, C., Gimenez, C., & Sierra, V. (2016). Achieving a socially responsible supply chain through assessment and collaboration. Journal of Cleaner Production, 112 (3), 1934-1947. doi: https://doi.dx.org/10.1016/j.jclepro.2015.04.137
Schvaneveldt, S. J. (2003). Environmental performance of products : Benchmarks and tools for measuring improvement. Benchmarking: An International Journal, 10 (2), 137-152. doi: https://doi.dx.org/10.1108/14635770310469662
Schwartz, M. S., & Archie B. C. (2008). Integrating and unifying competing and complementary frameworks: The search for a common core in the business and society field. Business & Society, 47 (2), 148-186. doi: https://doi.dx.org/10.1177/0007650306297942
Scott, D. M. (2008). The new rules of viral marketing: How word -of- mouse spreads your ideas for free. Retrieved from http://www.davidmeermanscott.com/documents/viral_marketing.pdf
Simpson, D., & Samson, D. (2010). Environmental strategy and low waste operations: Exploring complementarities. Business Strategy and the Environment, 19 (2), 104-118. doi: https://doi.dx.org/10.1002/bse.626
The Danish Environmental Protection Agency. (2013). The role of retailers in the transition towards sustainable consumption and production. Retrieved from http://eng.mst.dk/media/mst/68980/Role%20of%20retailers.pdf
Thøgersen, J. (2004). A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior. Journal of Environmental Psychology, 24 (1), 93-103. doi: https://doi.dx.org/10.1016/S0272-4944(03)00039-2
Walley, N., & Whitehead, B., (1994). It’s not easy being green. Harvard Business Review, 72 (3), 46-52. Retrieved from https://hbr.org/1994/05/its-not-easy-being-green
Wang, H.J. (2016). Green brand positioning in the online environment. International Journal of Communication, 10 (1), 1405-1427.
Xie, G. (2016). Cooperative strategies for sustainability in a decentralized supply chain with competing suppliers. Journal of Cleaner Production, 113 (1), 807-821. doi: https://doi.dx.org/10.1016/j.jclepro.2015.11.013
Zhu, Q., Sarkis, J., & Geng, Y. (2009). Green supply chain management in China: Pressures, practices and performance. International Journal of Operations & Production Management, 25 (5), 449-468. doi: https://doi.dx.org/10.1108/01443570510593148
