The influence of green marketing strategies on business performance and corporate image in the retail sector
| Autor: | Ilze Swarts, Chipo Mukonza |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Strategy and Management
05 social sciences Geography Planning and Development 010501 environmental sciences Management Monitoring Policy and Law 01 natural sciences Competitive advantage Nonprobability sampling Green marketing Goods and services Content analysis Pollution prevention 0502 economics and business Business Business and International Management Marketing Path analysis (statistics) Senior management 050203 business & management 0105 earth and related environmental sciences |
| Zdroj: | Business Strategy and the Environment. 29:838-845 |
| ISSN: | 1099-0836 0964-4733 |
| Popis: | Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco‐friendly goods and services by employing recyclable and easily decomposed packaging, better pollution prevention methods, and a more efficient use of energy. Against this background, the study followed a case study approach using South Africa's retail giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry out in‐depth interviews and administer questionnaires with senior management of the selected retailers. In addition, document and website analyses were used for triangulation purposes. Path analysis and content analysis were used to establish the correlation. The study established that green marketing strategy has a positive effect on corporate image and on business performance. The paper recommends that if enterprises are to sustain competitive advantage, particularly in the retail sector, it is in their best interest to adopt green marketing strategies. |
| Databáze: | OpenAIRE |
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