Conceptualizing 5G’s of Green Marketing for Retail Consumers and Validating the Measurement Model Through a Pilot Study
3
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers’ green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald’s Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G’s of green marketing for retailing businesses and consumers’ green purchase behavior.
Abstract
Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers’ green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald’s Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G’s of green marketing for retailing businesses and consumers’ green purchase behavior.
참고문헌 (112)
- Abid, M., "Green Marketing Towards Green Purchase Behavior", MAGNT Research Report, 3(7), pp.44~60 (2015)
- Akenji, L., "Consumer scapegoatism and limits to green consumerism", Journal of Cleaner Production, 63, pp.13~23 (2014)[DOI]
- Ali, A., "Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers", Pakistan Journal of Engineering, Technology & Science, 2(1), pp.84~117 (2018)[DOI]
- Ansar, N., "Impact of Green Marketing on Consumer Purchase Intention", Mediterranean Journal of Social Sciences, 4(11), pp.650~ (2013)[DOI]
- Anwar, Y., "The Future of the UN Sustainable Development Goals", pp.187~207 (2020)
- Ashraf, M. A., "Consumers’ anti-consumption behavior toward organic food purchase : an analysis using SEM", British Food Journal, 121(1), pp.104~122 (2019)[DOI]
- Awang, Z., "Parametric and Non-Parametric Approach in Structural Equation Modeling(SEM) : The Application of Bootstrapping", Modern Applied Science, 9(9), pp.58~67 (2015)[DOI]
- Bagozzi, R. P., "Principles of marketing management" (1986), Science Research Associates
- Baldini, M., "The impact of socioeconomic and behavioural factors for purchasing energy efficient household appliances : A case study for Denmark", Energy Policy, 120, pp.503~513 (2018)[DOI]
- Barbaro, N., "Mindfully green : Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior", Personality and Individual Differences, 93, pp.137~142 (2016)[DOI]
- Barros, L. B. L., "Store atmosphere and impulse : a cross-cultural study", International Journal of Retail & Distribution Management, 47(8), pp.817~835 (2019)[DOI]
- Cain, M. K., "Univariate and multivariate skewness and kurtosis for measuring nonnormality : Prevalence, influence and estimation", Behavior Research Methods, 49(5), pp.1716~1735 (2016)[DOI]
- Chamorro, A., "Characteristics of Research on Green Marketing", Business Strategy and the Environment, 18, pp.223~239 (2009)[DOI]
- Changa, H. J., "Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior", International Review of Retail, Distribution and Consumer Research, 21(3), pp.233~249 (2011)[DOI]
- Chatterton, D. T., "An introduction to thinking about ‘Energy Behaviour’: a multi model approach (Issue December)", ~ (2011)
- Chen, Y. S., "Towards green trust : The influences of green perceived quality, green perceived risk, and green satisfaction", Management Decision, 51(1), pp.63~82 (2013)[DOI]
- Chin, W. W., "Issues and opinion on structural equation modeling", MIS Quarterly : Management Information Systems, 22(1) (1998)
- Chin, W. W., "The partial least squares approach for structural equation modeling", Modern Methods for Business Research, pp.295~336 (1998)
- Churchill, J. G. A., "A Paradigm for Developing Better Measures of Marketing Constructs", Journal of Marketing Research, 16(1), pp.64~73 (1979)[DOI]
- Cronin, J. J., "Green marketing strategies : An examination of stakeholders and the opportunities they present", Journal of the Academy of Marketing Science, 39(1), pp.158~174 (2011)[DOI]
- Dangelico, R. M., ""Green Marketing" : An analysis of definitions, strategy steps, and tools through a systematic review of the literature", Journal of Cleaner Production, 165, pp.1263~1279 (2017)[DOI]
- Darnall, N., "Green Growth: Managing the Transition to a Sustainable Economy: Learning by Doing in East Asia and Europe", pp.287~308 (2012), Springer
- Devi Juwaheer, T., "Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, 8(1), pp.36~59 (2012)[DOI]
- Dijkstra, T. K., "Consistent Partial Least Squares Path Modeling", MIS Quarterly, 39(2), pp.297~316 (2015)
- "Global Climate Risk Index 2019. Who Suffers Most from Extreme Weather Events? Weather-related Loss Events in 2017 and 1998 to 2017" (2018)[URL]
- "Electricity Statistics" (2017)[URL]
- ElTayeb, T. K., "The examination on the drivers for green purchasing adoption among EMS 14001 certified companies in Malaysia", Journal of Manufacturing Technology Management, 21(2), pp.206~225 (2010)[DOI]
- Fan, H., "Implementation of Green Marketing Strategy in China ‐ A Study of the Green Food Industry", ~ (2011)
- Felix, R., "I believe therefore I care", International Marketing Review, 33(1), pp.137~155 (2016)
- Fornell, C., "Structural equation models with unobservable variables and measurement error : Algebra and statistics", American Marketing Association, 18(3), pp.382~388 (1981)
- Freeman, R. E. E., "A Stakeholder Approach to Strategic Management", SSRN Electronic Journal (2001)[DOI]
- Godfray, H. C. J., "Food security : The challenge of feeding 9 billion people", Science, 327(5967), pp.812~818 (2010)[DOI]
- Gordon, R., "A framework for sustainable marketing", Marketing Theory, 11(2), pp.143~163 (2011)[DOI]
- Groening, C., "Green marketing consumer-level theory review : A compendium of applied theories and further research directions", Journal of Cleaner Production, 172, pp.1848~1866 (2018)[DOI]
- Gudmundsdottir, G. B., "An exploration of the importance of piloting and access as action research", Educational Action Research, 18(3), pp.359~372 (2010)[DOI]
- Guo, Y., "Environmental regulation, government R & D funding and green technology innovation: Evidence from China provincial data", Sustainability (Switzerland), 10(4) (2018)[DOI]
- Hair, J. F. J., "A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)" (2014), Sage Publications
- Hair, J. F. J., "A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)" (2017), Sage Publications
- Hair, J. F. J., "Partial least squares structural equation modeling(PLS-SEM) : An emerging tool in business research", European Business Review, 26(2), pp.106~121 (2014)[DOI]
- Hair, J. F. J., "Advanced Issues in Partial Least Squares Structural Equation Modeling" (2017), Sage Publications
- Hameed, I., "Eco Labels and Eco Conscious Consumer Behavior : The Mediating Effect of Green Trust and Environmental Concern", Journal of Management Sciences, 5(2), pp.86~105 (2018)[DOI]
- Hashem, T., "The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer’s mental image", International Journal of Business and Social Science, 2(3), pp.92~101 (2011)[DOI]
- Hayes, A. F., "Use Omega Rather than Cronbach’s Alpha for Estimating Reliability. But…", Communication Methods and Measures, 14(1), pp.1~24 (2020)[DOI]
- Hazzi, O. A., "A pilot study : Vital methodological issues", Business : Theory and Practice, 16(1), pp.53~62 (2015)[DOI]
- Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43(1), pp.115~135 (2015)[DOI]
- Hines, J. M., "Analysis and synthesis of research on responsible environmental behavior : A meta-analysis", Journal of Environmental Education, 18(2), pp.1~8 (1987)[DOI]
- Hong, Z., "The effects of regional characteristics and policies on individual pro-environmental behavior in China", Sustainability(Switzerland), 10(10), pp.1~17 (2018)[DOI]
- Hossain, A., "Green marketing mix effect on consumers buying decisions in Bangladesh", Marketing and Management of Innovations, 4, pp.298~306 (2018)[DOI]
- Jansson, J., "Green consumer behavior : Determinants of curtailment and eco-innovation adoption", Journal of Consumer Marketing, 27(4), pp.358~370 (2010)[DOI]
- Joshi, Y., "Factors Affecting Green Purchase Behaviour and Future Research Directions", International Strategic Management Review, 3, pp.128~143 (2015)[DOI]
- Karunarathna, W., "Factors Affect to Green Products Purchase Behavior of Young Educated Consumers in Sri Lanka", Journal of Scientific Research and Reports, 13(2), pp.1~12 (2017)[DOI]
- Kawaf, F., "Online shopping environments in fashion shopping : An S-O-R based review", The Marketing Review, 12(2), pp.161~180 (2012)
- Kelly, G., "Sustainability at home : Policy measures for energy-efficient appliances", Renewable and Sustainable Energy Reviews, 16(9), pp.6851~6860 (2012)[DOI]
- Khadzali, N. R., "E-participation : A Systematic Understanding on Public Participation in the Government in 21st Century", Journal Intelek, 13(2), pp.29~46 (2018)
- Khoiruman, M., "Green Purchasing Behavior Analysis of Government Policy About Paid Plastic Bags", Indonesian Journal of Sustainability Accounting and Management, 1(1), pp.31~ (2017)[DOI]
- Kim, Y., "The pilot study in qualitative inquiry : Identifying issues and learning lessons for culturally competent research", Qualitative Social Work, 10(2), pp.190~206 (2011)[DOI]
- Kotler, P., "Atmospherics as a marketing tool", Journal of Retailing, 49(4), pp.48~64 (1973)[DOI]
- Kotler, P., "Reinventing Marketing to Manage the Environmental Imperative", Journal of Marketing, 75, pp.132~135 (2011)
- Kumar, P., "Factors affecting consumers’ green product purchase decisions", Marketing Intelligence and Planning, 33(3), pp.330~347 (2015)[DOI]
- Lee, H. J., "Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food", Food Quality and Preference, 39, pp.259~267 (2015)[DOI]
- Lin, H. Y., "Using Social Cognitive Theory to Investigate Green Consumer Behavior", Business Strategy and the Environment, 24(5), pp.326~343 (2015)[DOI]
- Liu, C., "Exploring consumers’ purchase intention in social commerce : An empirical study based on trust, argument quality, and social presence", Asia Pacific Journal of Marketing and Logistics, 31(2), pp.378~397 (2019)[DOI]
- Mahmoud, T. O., "Impact of green marketing mix on purchase intention", International Journal of Advanced and Applied Sciences, 5(2), pp.127~135 (2017)[DOI]
- Mahmoud, T. O., "Green Marketing: A Marketing Mix concept", International Journal of Electrical, Electronics and Computers, 4(1), pp.20~26 (2019)[DOI]
- Mahmoud, T. O., "The Influence of Green Marketing Mix on Purchase Intention : The Mediation Role of Environmental Knowledge", International Journal of Scientific & Engineering Research, 8(9), pp.1040~1048 (2017)[DOI]
- Malmqvist, J., "Conducting the Pilot Study : A Neglected Part of the Research Process? Methodological Findings Supporting the Importance of Piloting in Qualitative Research Studies", International Journal of Qualitative Methods, 18, pp.1~11 (2019)[DOI]
- Maniatis, P., "Investigating factors influencing consumer decision-making while choosing green products", Journal of Cleaner Production, 132, pp.215~228 (2016)[DOI]
- Mardia, K. V., "Measures of multivariate skewness and kurtosis with applications", Biometrika, 57(3), pp.519~530 (1970)[DOI]
- Masi, V., "Determinants of green purchase intention in Nigeria: The mediating role of perceived behavioural control environmental conciousness and green trust. (Issue November)", Universiti Utara Malaysia, ~ (2015)
- McCarthy, E. J., "Basic marketing: a managerial approach" (1960), Richard D. Irwin
- McDonald, R. P., "Test theory: A unified treatment" (1999), Psychology Press
- Mehrabian, A., "An approach to environmental psychology" (1974), The MIT Press
- Mei, O. J., "The Antecedents of Green Purchase Intention among Malaysian Consumers", Asian Social Science, 8(13), pp.248~263 (2012)[DOI]
- Miltgen, C. L., "Introducing new products that affect consumer privacy : A mediation model", Journal of Business Research, 69(10), pp.4659~4666 (2016)[DOI]
- Moser, A. K., "Thinking green, buying green? Drivers of pro-environmental purchasing behavior", Journal of Consumer Marketing, 32(3), pp.167~175 (2015)[DOI]
- Nguyen, T. N., "Young consumers’ green purchase behaviour in an emerging market", Journal of Strategic Marketing, 26(7), pp.583~600 (2018)[DOI]
- Nunnally, J. C., "Psychometric theory" (1978), McGraw-Hill
- Pakistan Economic Survey, "Pakistan Economic Survey FY2021", Pakistan Economic Survey, ~ (2021)
- Peattie, K., "Sustainability Marketing", 1~23 (2012)
- Peng, C., "Application of the Stimuli-Organism-Response(S-O-R)Framework to Online Shopping Behavior", Journal of Internet Commerce, 13, pp.159~176 (2014)[DOI]
- Phipps, M., "Understanding the inherent complexity of sustainable consumption : A social cognitive framework", Journal of Business Research, 66(8), pp.1227~1234 (2013)[DOI]
- Rahbar, E., "Investigation of green marketing tools’ effect on consumers’ purchase behavior", Business Strategy Series, 12(2), pp.73~83 (2011)[DOI]
- Reid, J., "The Dirty Laundry of ESL Survey Research", TESOL Quarterly, 24(2), pp.323~ (1990)[DOI]
- Reisch, L., "Handbook of Research on Sustainable Consumption" (2015)
- "Energy Production & Changing Energy Sources" (2019)[URL]
- Roscoe, J. T., "Fundamental research statistics for the behavioral sciences" (1975)
- Ryan, C., "Tourism Critiques: Practice and Theory" (2020)
- Sandhu, Y. A., "An Exploratory Investigation of Consumer Motives and Impeding Barriers to Buying Organic Food Products in Pakistan", Pacific Business Review International, 11(3), pp.128~136 (2018)
- Sang, Y. N., "Modelling electric vehicle usage intentions : An empirical study in Malaysia", Journal of Cleaner Production, 92, pp.75~83 (2015)[DOI]
- Sarstedt, M., "How to specify, estimate, and validate higher-order constructs in PLS-SEM", Australasian Marketing Journal, 27(3), pp.197~211 (2019)[DOI]
- Sarstedt, M., "Beyond a tandem analysis of SEM and PROCESS: Use of PLS-SEM for mediation analyses!", International Journal of Marketing Research, 62(3), pp.1~12 (2020)[DOI]
- Sekaran, U., "Research Methods for Business: A Skill Building Approach" (2016), John Wiley & Sons, Inc
- "Deep decarbonisation: the multi-trillion-dollar energy transition question" (2019)[URL]
- Singh, N., "Environmental attitude and ecological behaviour of Indian consumers", Social Responsibility Journal, 9(1), pp.4~18 (2013)[DOI]
- Sinnappan, P., "Antecedents of green purchasing behavior among Malaysian consumers", International Business Management, 5(3), pp.129~139 (2011)[DOI]
- Skinner, B. F., "The generic nature of the concepts of stimulus and response", The Journal of General Psychology, 12(1), pp.40~65 (1935)
- Soares Júnior, A. P., "Healthy food purchasing behavior for children", International Review on Public and Nonprofit Marketing, 16(1), pp.103~124 (2019)[DOI]
- Song, Y., "Does haze pollution promote the consumption of energy-saving appliances in China? An empirical study based on norm activation model", Resources, Conservation and Recycling, 145, pp.220~229 (2019)[DOI]
- Steg, L., "Encouraging pro-environmental behaviour : An integrative review and research agenda", Journal of Environmental Psychology, 29(3), pp.309~317 (2009)[DOI]
- Stern, P. C., "Toward a Coherent Theory of Environmentally Significant Behavior", Journal of Social Issues, 56(3), pp.407~424 (2000)
- Tan, B. -C., "The Roles of Knowledge, Threat, and PCE on Green Purchase Behaviour", International Journal of Business and Management, 6(12), pp.14~27 (2011)[DOI]
- Tan, C. C., "Intercepting Stimulus-Organism-Response Model, Theory of Planned Behavior and Theory of Expectancy Confirmation in the Study of Smartphone Consumer Behavior : A Thai University Student Perspective", Asia Pacific Journal of Religions and Cultures, 3, pp.27~48 (2019)
- Testa, F., "Determining factors of curtailment and purchasing energy related behaviours", Journal of Cleaner Production, 112, pp.3810~3819 (2016)[DOI]
- Thøgersen, J., "The ethical consumer. Moral norms and packaging choice", Journal of Consumer Policy, 22(4), pp.439~460 (1999)[DOI]
- Thøgersen, J., "How may consumer policy empower consumers for sustainable lifestyles?", Journal of Consumer Policy, 28(2), pp.143~177 (2005)[DOI]
- Uddin, S. M. F., "Exploring green purchasing behaviour of young urban consumers : Empirical evidence from India", South Asian Journal of Global Business Research, 5(1), pp.85~103 (2016)[DOI]
- "Global Greenhouse Gas Emissions Data | Greenhouse Gas (GHG) Emissions" (2014)[URL]
- Vainio, A., "Citizens’ Sustainable, Future-Oriented Energy Behaviours in Energy Transition", Journal of Cleaner Production, 245(1) (2019)[DOI]
- Voorhees, C. M., "Discriminant validity testing in marketing : an analysis, causes for concern, and proposed remedies", Journal of the Academy of Marketing Science, 44(1), pp.119~134 (2016)[DOI]
- Wang, Z., "Evolutionary game analysis on behavioral strategies of multiple stakeholders in E-waste recycling industry", Resources, Conservation and Recycling, 155, pp.104618~ (2020)[DOI]
- Yazdanifard, R., "The impact of Green Marketing on Customer satisfaction and Environmental safety", International Conference on Computer Communication and Management, 5, pp.637~641 (2011)
- Zia-ur-Rehman, Dost, "Conceptualizing Green Purchase Intention in Emerging Markets: An Empirical Analysis on Pakistan", WEI International Academic Conference Proceedings, pp.99~120 (2013)
