The Impact of Green Marketing on the Financial Performance of Textile Industry
PDF

Keywords

Green Marketing
Financial Performance
Textile Industry
Pakistan
Green Brand Awareness

How to Cite

Memon, I. A., Chandio, F. K., Bhatti, A., & Kazi, A. G. (2019). The Impact of Green Marketing on the Financial Performance of Textile Industry. International Journal of Entrepreneurial Research, 2(4), 16-20. https://doi.org/10.31580/ijer.v2i4.1161

Abstract

This study was carried out to examine the impact of green marketing on financial performance in textile industry. The variables taken into consideration are green brand awareness and green advertisement. A total of 230 respondents’ opinions were collected out of which 206 were found usable. Correlation and multiple regression was used to test the hypotheses and to analyze the data. Green brand awareness turned out to have a significant impact on financial performance. In contrast green advertisement was found out to have an insignificant impact on financial performance. This study contributes to the literature in a number of ways as no such study has been carried out in Pakistan's context. This study will help marketers and managers to get an insight of the impact of green marketing on financial performance which has been inconclusive for a longer period of time. This could help them to improve their companies financially by including strategies related to green marketing

https://doi.org/10.31580/ijer.v2i4.1161
PDF

References

Ambec, S., & Lanoie, P. (2008). Does it pay to be green? A systematic overview. The Academy of Management Perspectives, 45-62.

Al-Salaymeh, M. (2013). The application of the concept of green marketing in the productive companies from the perspective of workers. Interdisciplinary journal of contemporary research in business, 4, 634À641.

Chabowski, Brian R., Jeannette A. Mena, and Tracy L. Gonzalez-Padron. 2011. “The Structure of Sustainability Research in Marketing, 1958-2008: A Basis for Future Research Opportunities.” Journal of the Academy of Marketing Science 39(1): 55–70.

Cronin, J. Joseph et al. 2011. “Green Marketing Strategies: An Examination of Stakeholders and the Opportunities They Present.” Journal of the Academy of Marketing Science 39(1): 158–74.

Cooper, D. R., & Schindler, P. S. 2001. Business research methods, 11.

Fenton, Demi. “Green Advertising and Its Influence on Brand Loyalty in the FMCG Market , in Durban North.” : 1–58.

Fliaster, Alexander. 2004. “Cross-Hierarchical Interconnectivity: Forms, Mechanisms and Transformation of Leadership Culture.” Knowledge Management Research & Practice 2(1): 48–57.

Grant, J. (2008). Green marketing. Strategic direction, 24(6), 25-27.

Gopala krishnan, M. S., & Muruganandam, D. (2013). A Micro analysis on dissect of consumer’s to procure green products. Life Science Journal, 10(2), 1028-1032.

Gurău, C., & Ranchhod, A. (2005). International green marketing: A comparative study of British and Romanian firms. International marketing review, 22(5), 547-561

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.).

Haytko, D. L., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1, 2.

Joshi, A., & Hanssens, D. M. (2010). The direct and indirect effects of advertising spending on firm value. Journal of marketing, 74(1), 20-33.

Keller, & Lane, K. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22

Kärnä, J., Hansen, E., & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37(5/6), 848-871.

Kotler, Philip, The Environmental Imperative, What Companies, and Are Doing. 2011. “10.1.1.457.2404.” 75(July): 132–35.

Kumar, Prashant. 2017. “Intents of Green Advertisements.” Asia Pacific Journal of Marketing and Logistics 29(1): 70–79.

Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.

Lee, Kun Chang, Sangjae Lee, and In Won Kang. 2005. “KMPI: Measuring Knowledge Management Performance.” Information and Management 42(3): 469–82.

Lu, L., Bock, D., & Joseph, M. (2013). Green marketing: what the Millennials buy. Journal of Business Strategy, 34(6), 3-10.

Leonidou, Constantinos N., Constantine S. Katsikeas, and Neil A. Morgan. 2013. “‘Greening’ the Marketing Mix: Do Firms Do It and Does It Pay Off?” Journal of the Academy of Marketing Science 41(2): 151–70.

Luchs, Michael G., Rebecca Walker Naylor, Julie R. Irwin, and Rajagopal Raghunathan. 2010. “The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference.” Journal of Marketing 74(5): 18–31.

Maltz, Alan C., Aaron J. Shenhar, and Donald N. Merino. 2002. “Defining and Measuring Organizational Success: Toward a Dynamic, Multi-Dimensional Model.” Picmet (February): 4.

Mourad, Maha, and Yasser Serag Eldin Ahmed. 2012. “Perception of Green Brand in an Emerging Innovative Market.” European Journal of Innovation Management 15(4): 514–37.

Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375.

Merrilees, B., & Marles, K. (2011). Green business events: profiling through a case study. Event Management, 15(4), 361-372.

Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge

Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products. Journal of Economics, Business & Accountancy Ventura (JEBAV), 20(2), 177-186.

Shah, Kalim U. 2011. “Strategic Organizational Drivers of Corporate Environmental Responsibility in the Caribbean Hotel Industry.” Policy Sciences 44(4): 321–44.

Suki, N. M. (2013). GREEN AWARENESS EFFECTS ON CONSUMERS'PURCHASING DECISION: SOME INSIGHTS FROM MALAYSIA. International Journal of Asia-Pacific Studies, 9(2).

Theotokis, Aristeidis, Katerina Pramatari, and Michael Tsiros. 2012. “Effects of Expiration Date-Based Pricing on Brand Image Perceptions.” Journal of Retailing 88(1): 72–87. http://dx.doi.org/10.1016/j.jretai.2011.06.003.

Tih, Siohong, Kuan Thye Chan, Amin Ansary, and Ali Ahmed. 2016. “Green Advertising Appeal and Consumer Purchase Intention.” Jurnal Pengurusan 47: 157–68.

Wanjohi, P., H. Gachoka, J. Kihoro, and M. Ogutu. 2013. “Green Business: Potential for Application as a Business Innovation for Wealth and Employment Creation in Kenya.” Global Business and Economics Research Journal 2(9): 1–12.

Xiao, J. J., & Li, H. (2011) Sustainable consumption and life satisfaction. Social Indicators Research, 104(2), 323-329.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.