This article investigates how customer purchase decisions in the retail industry are impacted by green marketing tactics. It demonstrates how eco-marketing, often known as green marketing, has developed from a niche idea centered on legal compliance to a widely employed tactic essential to business success. Creating environmentally friendly products, using sustainable packaging, providing energy-efficient options, implementing CSR programs, gaining green certifications, being open and honest with communication, and interacting with the community are all important tactics. The article looks at how these tactics fit in with customer preferences, improve brand perception, and support environmental sustainability. In the empirical analysis section, this study takes rice marketing as an example and combines the SOR theoretical model to explore the construction of a theoretical model for the impact of green marketing on purchase intention, and explores the intermediary mechanism within it. And provide green marketing strategies
Chan, T. Y., & Wong, C. W. (2018). The role of business ethics in sustainable supply chain management: Evidence from upstream and downstream suppliers. Journal of Business Ethics, 147(4), 743-756.
Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471-486.
Gleim, M. R., & Lawson, S. J. (2019). Spanning the gap: An examination of the factors leading to the green gap. Journal of Consumer Marketing, 36(3), 333-345.
Ghazali, E. M., Nguyen, B., & Mutum, D. S. (2020). Exploring the green image impact on consumer attitudes and purchase intentions. Asia Pacific Journal of Marketing and Logistics, 32(4), 883-900.
González, A. M., & Macías, R. C. (2020). Green marketing orientation: Achieving sustainable development in small and medium enterprises. Sustainability, 12(3), 1007.
Joshi, Y., & Rahman, Z. (2019). The influence of eco-labels on consumer behaviour: Results from a discrete choice experiment. Journal of Cleaner Production, 238, 117-129.
Leonidou, L. C., Katsikeas, C. S., & Morgan, N. A. (2018). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151-170.
Lin, J., Lobo, A., & Leckie, C. (2018). The role of shame and guilt in predicting consumers' attitudes and intentions to purchase energy-efficient appliances. Journal of Retailing and Consumer Services, 47, 1-8.
Liu, X., Wang, C., Shishime, T., & Fujitsuka, T. (2020). Corporate sustainability strategies and green marketing innovation: A framework. Sustainability, 12(6), 2560.
Ruijing. (2000). Modern Economic Basis Analysis of Green Marketing [J]. China Circulation Economy.
Ma, Y., & Lee, H. (2019). Understanding the purchasing intentions of consumers through the lens of eco-labels. Sustainability, 11(20), 5838.
Nguyen, T. N., Lobo, A., & Vu, P. A. (2020). Consumer purchase intention towards green apparel products: Extending the theory of planned behavior. Clothing and Textiles Research Journal, 38(4), 241-257.
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2018). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 86, 95-103.
Suki, N. M., & Suki, N. M. (2019). Examination of peer influence as a moderator and predictor in explaining green purchase behaviour in a developing country. Journal of Cleaner Production, 228, 833-844.
Sun, H., & Trudel, R. (2018). The effect of recycling versus trashing on consumption: Theory and experimental evidence. Journal of Marketing Research, 55(5), 694-707.
Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media context: An application of the theory of planned behavior and the technology acceptance model. Sustainability, 11(9), 2600.
Tariq, A., & Wang, C. (2019). Green marketing strategies and consumer behavior: A study in a developing market. Sustainability, 11(1), 167.
Yadav, R., & Pathak, G. S. (2018). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
Wenju, W., Qingliang, Z. (1997). Issues and Countermeasures for Developing Green Marketing in China. Economic Theory and Management. 35.
Yi, X. (1999) Theoretical Tracing, Practical Analysis, and Strategic Exploration of "Green Marketing". Business Research. 67-72.
Baharin, R., & Yaqi, C. (2024). Analysis of the Development Strategy and Mechanism of Green Marketing in Enterprises. International Journal of Academic Research in Economics and Management Sciences, 13(4), 384–402.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
