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Green marketing approaches and their impact on green purchase intentions: mediating role of green brand image and consumer beliefs towards the environment.

green marketing thesis

1. Introduction

  • Does eco-labelling have a significant impact on green purchase intention?
  • Does green packaging and branding has a significant impact on green purchase intention?
  • Do green products’ premium and pricing have a significant impact on green purchase intention?
  • Does green brand image significantly mediate the relationship between eco-labelling and green purchase intention?
  • Do green packaging and branding significantly mediate the relationship between eco-labelling and green purchase intention?
  • Do green products, premium, and pricing significantly mediate the relationship between eco-labelling and green purchase intention?

2. Literature Review and Hypotheses Development

3. methods and materials, 4. data analysis and results, 4.1. demographics, 4.2. measurement model assessment, 4.3. structural model assessment, mediation analysis, 5. discussion, 6. conclusions, 7. implications, 8. limitations and future directions, author contributions, informed consent statement, data availability statement, acknowledgments, conflicts of interest.

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  • Greenhouse Challenge (2005) ‘The Challenge’—Google Search. Available online: https://www.google.com/search?q=Greenhouse+Challenge+%282005%29+%E2%80%98The+challenge%E2%80%99%2Candsxsrf=ALeKk022TmzZXX0Hv51aMyIOfFtvqeTeJg%3A1626078578985andei=cv3rYKvbO_afjLsPgoa6oA8andoq=Greenhouse+Challenge+%282005%29+%E2%80%98The+challenge%E2%80%99%2Candgs_lcp=Cgdnd3Mtd2l6EANKBAhBGABQ6ZoCWOmaAmCgpAJoAHACeACAAQCIAQCSAQCYAQOgAQGqAQdnd3Mtd2l6wAEBandsclient=gws-wizandved=0ahUKEwir3M7gjt3xAhX2D2MBHQKDDvQQ4dUDCA4anduact=5 (accessed on 12 July 2021).
  • Wei, S.; Ang, T.; Jancenelle, V.E. Willingness to Pay More for Green Products: The Interplay of Consumer Characteristics and Customer Participation. J. Retail. Consum. Serv. 2018 , 45 , 230–238. [ Google Scholar ] [ CrossRef ]
ItemsCategoryFrequencyPercentage
GenderMale24654.6
Female20445.3
Age (years)20 or below449.7
20–3016937.5
31–4011024.4
41–509220.4
50 or above357.7
EducationPrimary102.2
Matriculation255.5
Intermediate4510
Bachelors21046.6
Masters9521.1
MPhil5011.1
PHD153.3
Cronbach’s Alpha Composite Reliability (AVE)
CBTE 0.824 0.820 0.616
EL 0.836 0.867 0.619
GBI 0.814 0.825 0.557
GPB0.8340.8380.504
GPI0.8640.8920.662
GPP0.7850.8110.511
CBTEELGBIGPBGPIGPPP
CBTE
EL0.310
GBI0.5190.310
GPB0.5620.5430.625
GPI0.7560.5620.5090.465
GPP0.6780.8560.6160.6780.639
ConstructOriginal Sample
(O)		Mean
(M)		Standard Deviation
(STDEV)		T Statisticsp Values
EL → GPI0.1310.1380.0582.3170.000
GPB → GPI0.2810.2860.0284.6540.000
GPPP → GPI0.3080.3100.0346.1440.000
Endogenous ConstructR SquareR Square Adjusted
GPI0.6780.651
GBI0.4770.463
CBTE0.5270.517
No.RelationshipOriginal Sample (O)Mean (M)Standard Deviation (STDEV)T-Statisticsp-Values
1EL → GBI → GPI0.2570.3680.0303.6220.000
2GPB → GBI → GPI0.2780.3850.0293.7850.000
3GPPP → GBI → GPI0.3420.3390.0724.7230.000
4EL → CBTE → GPI0.0210.0030.0890.3370.551
5GPB → CBTE → GPI0.1610.1630.0283.4110.000
6GPPP → CBTE → GPI0.4290.4460.1167.6880.000
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Majeed, M.U.; Aslam, S.; Murtaza, S.A.; Attila, S.; Molnár, E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability 2022 , 14 , 11703. https://doi.org/10.3390/su141811703

Majeed MU, Aslam S, Murtaza SA, Attila S, Molnár E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability . 2022; 14(18):11703. https://doi.org/10.3390/su141811703

Majeed, Muhammad Ussama, Sumaira Aslam, Shah Ali Murtaza, Szakács Attila, and Edina Molnár. 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment" Sustainability 14, no. 18: 11703. https://doi.org/10.3390/su141811703

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Shodhganga : a reservoir of Indian theses @ INFLIBNET

  • Shodhganga@INFLIBNET
  • Indira Gandhi University Meerpur,Rewari
Title: A study of consumer perception and green buying Behaviour towards green marketing practices With reference to fmcg products
Researcher: Sharma, Manjeet
Guide(s): 
Keywords: Business
Commerce
Social Sciences
University: Indira Gandhi University Meerpur,Rewari
Completed Date: 2022
Abstract: newline
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URI: 
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Green Marketing: A Study of Consumer Perception and Preferences in India

  • Bhatia, Mayank ;

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Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. A study was conducted on 106 respondents. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.

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What Is Green Marketing?

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What Is Green Marketing? Definition, Example and How It Works

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Yarilet Perez is an experienced multimedia journalist and fact-checker with a Master of Science in Journalism. She has worked in multiple cities covering breaking news, politics, education, and more. Her expertise is in personal finance and investing, and real estate.

green marketing thesis

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Green marketing refers to the practice of developing and advertising products based on their real or perceived environmental sustainability. 

Examples of green marketing include advertising the reduced emissions associated with a product’s manufacturing process, or the use of post-consumer recycled materials for a product's packaging. Some companies also may market themselves as being environmentally-conscious companies by donating a portion of their sales proceeds to environmental initiatives, such as tree planting.

Key Takeaways

  • Green marketing describes a company's efforts to advertise the environmental sustainability of its business practices.
  • The emergence of a consumer population that is becoming increasingly concerned with environmental and social factors has led to green marketing becoming an important component of corporate public relations.
  • One criticism of green marketing practices is that they tend to favor large corporations that can absorb the additional costs entailed by these programs.
  • Smaller businesses may not be able to shoulder the high-cost burden of green marketing, but this isn't to say, they cannot.
  • Greenwashing occurs when a company states it is involved in environmental endeavors but it turns out the claims can't be substantiated.

How Green Marketing Works

Green marketing is one component of a broader movement toward socially and environmentally conscious business practices. Increasingly, consumers have come to expect companies to demonstrate their commitment to improving their operations alongside various environmental, social, and governance (ESG) criteria. To that end, many companies will distribute social impact statements on an ongoing basis, in which they periodically self-report their progress toward these goals.

Typical examples of ESG-related improvements include the reduction of carbon emissions involved in a company’s operations, the maintenance of high labor standards both domestically and throughout international supply chains , and philanthropic programs designed to support the communities in which the company operates. Although green marketing refers specifically to environmental initiatives, these efforts are increasingly presented alongside social and corporate governance policies as well. 

When a company’s green marketing activities are not substantiated by significant investments or operational changes, it may be criticized for false or misleading advertising. This practice is also sometimes referred to as greenwashing , and the fines and negative press can be tremendous. For example, on April 8, 2022, the Federal Trade Commission (FTC) made a public announcement that it was issuing a $5.5 million penalty via its Penalty Offense Authority to Kohl's Inc. ($2.5 million) and Walmart, Inc. ($3 million) due to their deceptive environmental claims about rayon products. This is the largest civil penalty in FTC history.

There are many incentives for companies that choose to engage in green marketing. To begin with, a companies’ perceived commitment to environmental causes is an increasingly important factor influencing many consumers' spending habits.

Example of Green Marketing

Starbucks is often cited as a leader in green marketing practices. The company has invested heavily in various social and environmental initiatives in recent years. For example, in a 2018 report, Starbucks reported that it had committed over $140 million to the development of renewable energy sources . The company purchases enough renewable energy to power all of its company-operated stores throughout North America and the United Kingdom.

Similarly, the company has made investments in social impact projects through initiatives such as the Starbucks College Achievement Plan. Through this project, many U.S.-based Starbucks employees who work more than 20 hours a week on average are eligible to receive fully-paid tuition to the online undergraduate degree program offered by Arizona State University. This project, as well as similar commitments in areas related to the employment of veterans, have formed an important part of Starbucks’ green marketing initiatives.

From an investor's point of view, these kinds of green marketing initiatives can prove essential in building and maintaining a valuable brand, particularly for consumer-facing companies such as Starbucks. However, some critics argue that green marketing can exacerbate the existing advantages of larger companies at the expense of their small or mid-sized competitors.

After all, implementing robust social or environmental programs often involves additional overhead costs . For large companies, these costs can easily be borne and may even form part of the company’s existing marketing budget. For smaller companies, however, the addition of these costs may significantly impair the profitability or viability of the business.

What Is Greenwashing?

Greenwashing is when a company makes claims about its positive environmental endeavors but is misleading the public about them, or outright lying. If a company's green marketing activities are found to be false, the company may be hit with heavy penalties and bad press.

What Are Some Green Companies?

Starbucks, Patagonia, and Burts Bees are all active in green marketing due to the high level of positive ecological and social programs that these companies support.

What Is an Example of Green Marketing?

Green marketing focuses on myriad environmentally friendly policies and initiatives that illuminate products and services that are more beneficial (or at least less harmful) to the environment than other products.

Federal Trade Commission. " FTC Uses Penalty Offense Authority to Seek Largest-Ever Civil Penalty for Bogus Bamboo Marketing from Kohl’s and Walmart ."

Starbucks. " This Store Is Powered by Sunshine’: Solar and Wind Power Fuel Starbucks Stores ."

Starbucks. " Starbucks 2019: Global Social Impact Report ," Page 7.

Starbucks. " Education: Careers, Future Leaders Start Here ."

green marketing thesis

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8 June02:43 - 11:25 - 20:0701:43 - 21:0701:00 - 01:00 01:00 - 01:00
9 June02:42 - 11:25 - 20:0801:42 - 21:0801:00 - 01:00 01:00 - 01:00
10 June02:42 - 11:25 - 20:0901:41 - 21:0901:00 - 01:00 01:00 - 01:00
11 June02:41 - 11:25 - 20:1001:41 - 21:1001:00 - 01:00 01:00 - 01:00
12 June02:41 - 11:26 - 20:1101:40 - 21:1101:00 - 01:00 01:00 - 01:00
13 June02:40 - 11:26 - 20:1101:40 - 21:1201:00 - 01:00 01:00 - 01:00
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Located next to Noginskoye Highway in Electrostal, Apelsin Hotel offers comfortable rooms with free Wi-Fi. Free parking is available. The elegant rooms are air conditioned and feature a flat-screen satellite TV and fridge... 		from


Located in the green area Yamskiye Woods, 5 km from Elektrostal city centre, this hotel features a sauna and a restaurant. It offers rooms with a kitchen... 		from


Ekotel Bogorodsk Hotel is located in a picturesque park near Chernogolovsky Pond. It features an indoor swimming pool and a wellness centre. Free Wi-Fi and private parking are provided... 		from


Surrounded by 420,000 m² of parkland and overlooking Kovershi Lake, this hotel outside Moscow offers spa and fitness facilities, and a private beach area with volleyball court and loungers... 		from


Surrounded by green parklands, this hotel in the Moscow region features 2 restaurants, a bowling alley with bar, and several spa and fitness facilities. Moscow Ring Road is 17 km away... 		from

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  1. PDF The impact of green marketing practices on consumer buying decision

    The impact of green marketing practices on consumer buying decision 2015 Joana Cristina Fonseca iv Acknowledgments It would only be possible to start this dissertation, with an earnest and special thankfulness to

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    Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a business-to-consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business-to-business setting.

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    Sarumathi 2014, 777.) Green marketing has an influential role in promoting environmental protection and sustainable development in the minds of consumers and corporations (Asha 2017, 159). This thesis aimed at investigating how green marketing strategies influence the buying behavior of students at Karelia University of Applied Sciences, notably

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    in regard to green marketing is that there has always been a very little effort to edu-cationally examine environmental or green marketing. While some literature does exist (Carlson, Grove and Kangun 1993, Davis 1992 and 1993), it comes from diver-gent perspectives. 1.2 Objectives The objective or motive of this thesis is studying about green ...

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    Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketing tactics to encourage consumers to buy green goods. The intention to buy green products was examined in relation to factors such as eco-labelling ...

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    1. Introduction. The growing international concerns about environmental sustainability and climate change are leading all companies to face the challenge of integrating environmental issues into business strategy and activities (e.g. Nidumolu et al., 2009).This challenge involves most company's functional areas, including R&D, design, manufacturing, and marketing (Foster and Green, 2000, Lenox ...

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    As green marketing becomes an essential tool for sustainable business strategy, companies are applying green marketing practices to achieve competitive advantage and business performance. This thesis sought to determine the impact of green marketing practices on competitive advantage and business

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  12. PDF 2009:123 BACHELOR THESIS Strategic Green Marketing

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  13. PDF Exploring the Effectiveness of Green Marketing Strategies in

    Exploring the Effectiveness of Green Marketing Strategies in Hospitality by Woo-Hyuk Kim B.S., Chung-Ang University, 2011 M.S., Hanyang University, 2013 M.S., Michigan State University, 2015 AN ABSTRACT OF A DISSERTATION submitted in partial fulfillment of the requirements for the degree DOCTOR OF PHILOSOPHY Department of Hospitality Management

  14. (PDF) Green Marketing Strategies: Theoretical Approach

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  15. PDF Green Marketing: A Study of Consumer Perception and Preferences in

    Green marketing came into prominence in the late 1980s and early 1990s. The first book titled Ecological Marketing was the outcome of first workshop on "Ecological Marketing", held by American Marketing Association (AMA) in 1975. Green marketing acquired an eminent status since early 1990s. There has been occurring about green

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    Shodhganga. The Shodhganga@INFLIBNET Centre provides a platform for research students to deposit their Ph.D. theses and make it available to the entire scholarly community in open access. newlineThe primary research is on green marketing strategies and their impact on business performance. The impact finding is in marketing term which finds ...

  17. Shodhganga@INFLIBNET: A study of consumer perception and green buying

    A study of consumer perception and green buying Behaviour towards green marketing practices With reference to fmcg products: Researcher: Sharma, Manjeet: Guide(s): Mahlawat, Seema: Keywords: Business Commerce Social Sciences: University: Indira Gandhi University Meerpur,Rewari: Completed Date: 2022: Abstract:

  18. Green Marketing: A Study of Consumer Perception and ...

    High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high ...

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    Moscow Oblast (Russian: Московская область, romanized: Moskovskaya oblast, IPA: [mɐˈskofskəjə ˈobləsʲtʲ], informally known as Подмосковье, Podmoskovye, IPA: [pədmɐˈskovʲjə]) is a federal subject of Russia (an oblast).With a population of 8,524,665 (2021 Census) living in an area of 44,300 square kilometers (17,100 sq mi), it is one of the most densely ...

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    Elektrostal Geography. Geographic Information regarding City of Elektrostal. Elektrostal Geographical coordinates. Latitude: 55.8, Longitude: 38.45. 55° 48′ 0″ North, 38° 27′ 0″ East. Elektrostal Area. 4,951 hectares. 49.51 km² (19.12 sq mi) Elektrostal Altitude.

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    city in Moscow Oblast, Russia