WHAT DO BUSINESS NEED TO KNOW BEFORE ENGAGING IN GREEN MARKETING STRATEGY
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Published:
May 1, 2019
Keywords:
Green marketing strategy green consumer environmentally responsible practices
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Abstract
Business has been viewed as a major cause of economic, social and environmental problems. Companies around the world are perceived to be responsible for supporting the broader community. Engaging in environmentally responsible practices has been using as a key component of a company’s marketing strategy to respond to its stakeholders’ expectations and concerns; and to improve corporate reputation that expected to show the result on financial performance. Going green may incur additional costs for businesses which in turn affect the competitiveness of the companies. It can be challenging to be green, while remain competitive. Companies may question whether targeting green consumers is worth. This article aims to layout an essential guideline for businesses to consider before engaging into green marketing strategy. Once companies carefully identify the greens market segments, sales of green products and services could explode.
Article Details
How to Cite
Chaimankong, B., & Chaimankong, M. (2019). WHAT DO BUSINESS NEED TO KNOW BEFORE ENGAGING IN GREEN MARKETING STRATEGY. Journal of Humanities and Social Sciences Thonburi University, 13(2), 162–170. Retrieved from https://so03.tci-thaijo.org/index.php/trujournal/article/view/193522
Section
บทความวิชาการ
ผลงานที่ปรากฎในวารสารฉบับนี้เป็นลิขสิทธิ์เฉพาะส่วนบุคคลของผู้เขียนซึ่งต้องรับผิดชอบต่อผลทาง กฎหมายที่อาจเกิดขึ้นได้และไม่มีผลต่อกองบรรณาธิการ
References
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Yazdanifard, R. and Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. International Conference on Computer Communication and Management IACSIT Press, 5: 637-641.
Bhattacharya, C. B. and Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1): 9-24.
Bonini, Sheila M. J. and Oppenheim, J. M. (2008). Helping ‘green’ products grow. The McKinsey Quarterly, October: 1-8.
Chaimankong, B., Chetthamrongchai, P., Laohavichien, T., Phusavat, K. and Chaimankong, M. (2018). An integrative model of customer engagement process: the empirical evidence of large commercial banks in Thailand. Journal of Thonburi University, 12(27): 9-23.
Costa Pinto, D., Meucci Nique, W., Maurer Herter, M. and Borges, A.. (2016). Green consumers and their identities: how identities change the motivation for green consumption. International Journal of Consumer Studies, 40: 742-753.
Dahlstrom, R. (2011). Green marketing management. Int’l edition: South-Western College.
Eisingerich, A. B. and Bhardwaj, G. (2011). Does social responsibility help protect a company’s reputation? MIT Sloan Management Review, 52(3): 17-18.
Ginsberg, J. M.;& Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, Fall: 79-84.
Jamali, D. and Mirshak, R. (2007). Corporate social responsibility (CSR): Theory and practice in a developing country context. Journal of Business Ethics, 72: 243-262.
Kim, Y. S. and Choi, M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32: 592-599.
Lewandowska, A., Witczak, J., and Kurczewski, P. (2017). Green marketing today: A mix of trust, consumer participation and life cycle thinking. Management, 21(2): 26-48.
Martin, R. and Kemper, A. (2012). Saving the planet: A tale of two strategies. Harvard Business Review, April: 49-56.
Minor, D.;& Morgan, J. (2011). CSR as reputation insurance: Primum non nocere. California Management Review, 53(3): 40-59.
Perez, R. C. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2): 177-191.
Porter, M. E. and Van der Linde, C. (1995). Green and competitive: Ending the statement. Harvard Business Review, 73(5): 120-134.
Porter, M.E. and Kramer, M.R. (2006). Strategy and Society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12): 78-92.
Porter, M. E. and Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2): 62-77.
Ready, D. A., Hill, L. A., and Conger, J. A. (2008). Winning the race for talent in emerging markets. Harvard Business Review, 86(11): 62-70.
Rex, E. and Baumann, H. (2007). Beyond ecolabels: what green marketing can learn conventional marketing. Journal of Cleaner Production, 15: 567-576.
Rujivanarom, P. (2018). Earth Day focused on oceans drowning in from single-use plastic. The Nation. 22 April 2018. Retrieved 24 April 2018 from http://www.nationmultimedia.com/detail/ nation/30343675.
Schmuck, D., Matthes, J. and Naderer B. (2018). Misleading consumer with green advertising? An affect-reason-involvement account of green washing effects in environmental advertising. Journal of Advertising, 47(2): 127-145.
Shrum, L. J., McCarty, J. A. and Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implication for advertising strategy. Journal of Advertising, 24(2): 71-82.
Straughan, R. D., and Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(4): 558-575.
Swaen, V. and Chumpitaz, C. R. (2008). Impact of corporate social responsibility on consumer trust. Recherche et Applications en Marketing (English Version), 23(4): 7-33.
Tang, E., Fryxell, G. E. and Chow, C. S. F. (2004). Visual and verbal communication in the design of eco-label for green consumer products. Journal of International Consumer Marketing, 16(4): 85-105.
United Nations. (2016). UN Global Compact: 2016 Annual Management Report. Retrieved 2nd February 2018, from https://www.unglobalcompact.org/docs/publications/UNGC_2016_Annual_ Mgmt_ Report.pdf.
Unruh, G. and Ettenson, R. (2010). Growing green: three smart paths to developing sustainable products. Harvard Business Review, 88(6): 94-100.
Vlachos, P., Tsamakos, A., Vrechopoulos, P., and Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37: 170–180.
Yazdanifard, R. and Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. International Conference on Computer Communication and Management IACSIT Press, 5: 637-641.