Measuring the relationship between green marketing, company image and purchase intention
Main Article Content
Abstract
Consumer awareness of green marketing has caught everyone's attention and become a growing trend. The present study examined the impact of green marketing on consumer purchase intention by considering the company image as an intermediary in the cosmetic goods industry. Three variables of social responsibility, product image, and corporate reputation are studied as factors of corporate image. A total of 403 questionnaires were collected from consumers and analyzed using Smart PLS to test the measurement model and the structural model. Research results confirm that among the three factors of corporate image, product image and business reputation have a direct influence on purchase intention, while social responsibility has an indirect influence on purchase intention through reputation company. The study also discusses the significance of management, companies need to be more active in implementing social responsibility and emphasize more environmentally compatible products to facilitate green consumption. Enterprises implementing green marketing strategies need to choose the right target market to gain a sustainable competitive advantage.
Article Details
Keywords
Green marketing, Purchase intention, Social responsibility, Product image, Corporate reputation
References
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Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411-423.
Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-650.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International business research, 7(1), 130-137
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of business Research, 17(1), 51-56.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194.
Berens, G., Van Riel, C. B., & Van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of marketing, 69(3), 35-48.
Bertels, S., & Peloza, J. (2008). Running just to stand still? Managing CSR reputation in an era of ratcheting expectations. Corporate Reputation Review, 11(1), 56-72.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Buysse, K., & Verbeke, A. (2003). Proactive environmental strategies: A stakeholder management perspective. Strategic management journal, 24(5), 453-470.
Charter, M. (2017). Greener marketing: A responsible approach to business. Routledge.
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29(6), 722-738.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences New York. NY: Academic.
Dief, M. E., & Font, X. (2010). The determinants of hotels' marketing managers' green marketing behaviour. Journal of sustainable tourism, 18(2), 157-174.
Dương Công Danh (2015), Nhận thức của người tiêu dùng về trách nhiệm xã hội của doanh nghiệp, Tạp chí Kinh tế phát triển, 217(II), 24-32
Feldman, P. M., Bahamonde, R. A., & Velasquez Bellido, I. (2014). A new approach for measuring corporate reputation. Revista de Administração de Empresas, 54(1), 53-66.
Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Gugler, P., & Shi, J. Y. (2009). Corporate social responsibility for developing country multinational corporations: lost war in pertaining global competitiveness?. Journal of Business Ethics, 87(1), 3-24.
Haery, F. A., Dehaghi, M. R., & Yazdani, A. (2013). Effect of green marketing on consumer purchase intentions with regard to the company's image as a mediator in the retail setting case study: The customers of Naghshe-e Jahan Sugar Company. International Journal of Academic Research in Business and Social Sciences, 3(11), 442-452.
Hair, J.F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hershberger, S. L. (2003). The growth of structural equation modeling: 1994-2001. Structural Equation Modeling, 10(1), 35-46.
Kang, M., & Yang, S. U. (2010). Comparing effects of country reputation and the overall corporate reputations of a country on international consumers’ product attitudes and purchase intentions. Corporate Reputation Review, 13(1), 52-62.
Karaosmanoglu, E., & Melewar, T. C. (2006). Corporate communications, identity and image: A research agenda. Journal of Brand Management, 14(1), 196-206.
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial marketing management, 38(7), 732-742.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Khojastehpour, M., & Johns, R. (2014). The effect of environmental CSR issues on corporate/brand reputation and corporate profitability. European Business Review, 26(4), 330-339.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Ko, E. J., Taylor, C. R., Wagner, U., & Ji, H. A. (2008). Relationships among CEO image, corporate image and employment brand value in fashion industry. Journal of Global Academy of Marketing Science, 18(4), 307-331
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35(C), 94-110.
Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
Lindgreen, A., Swaen, V., & Johnston, W. (2009). The supporting function of marketing in corporate social responsibility. Corporate Reputation Review, 12(2), 120-139.
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19.
Maziriri, E. T. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management, 7(1), 1719586. DOI: 10.1080/23311975.2020.1719586
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. Journal of marketing, 61(1), 51-67.
Miles, M. P., & Covin, J. G. (2000). Environmental marketing: A source of reputational, competitive, and financial advantage. Journal of business ethics, 23(3), 299-311
Moon, J. (2007). Corporate image effects on consumers’ evaluation of brand trust and brand affect. Journal of Global Academy of Marketing, 17(3), 21-37.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy?. Journal of marketing research, 29(4), 391-405.
Neville, B. A., Bell, S. J., & Mengüç, B. (2005). Corporate reputation, stakeholders and the social performance-financial performance relationship. European Journal of Marketing, 39(9-10), 1184-1198.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.
Perks, S., & Smith, E. E. (2012). Greening the core business functions: a retail and finance sector perspective. Journal of Contemporary Management, 9(1), 1-23.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business horizons, 44(5), 21-30.
Pride, W. M., & Ferrell, O. C. (1997). Marketing: Concepts and Strategies. Houghton Mifflin.
Roberts, N. C., & King, P. J. (1989). The stakeholder audit goes public. Organizational Dynamics, 17(3), 63-79.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
Taghian, M., D’Souza, C., & Polonsky, M. (2015). A stakeholder approach to corporate social responsibility, reputation and business performance. Social Responsibility Journal, 11(2), 340-363.
Wan, H. H., & Schell, R. (2007). Reassessing corporate image—An examination of how image bridges symbolic relationships with behavioral relationships. Journal of Public Relations Research, 19(1), 25-45.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411-423.
Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-650.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International business research, 7(1), 130-137
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of business Research, 17(1), 51-56.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194.
Berens, G., Van Riel, C. B., & Van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of marketing, 69(3), 35-48.
Bertels, S., & Peloza, J. (2008). Running just to stand still? Managing CSR reputation in an era of ratcheting expectations. Corporate Reputation Review, 11(1), 56-72.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Buysse, K., & Verbeke, A. (2003). Proactive environmental strategies: A stakeholder management perspective. Strategic management journal, 24(5), 453-470.
Charter, M. (2017). Greener marketing: A responsible approach to business. Routledge.
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29(6), 722-738.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences New York. NY: Academic.
Dief, M. E., & Font, X. (2010). The determinants of hotels' marketing managers' green marketing behaviour. Journal of sustainable tourism, 18(2), 157-174.
Dương Công Danh (2015), Nhận thức của người tiêu dùng về trách nhiệm xã hội của doanh nghiệp, Tạp chí Kinh tế phát triển, 217(II), 24-32
Feldman, P. M., Bahamonde, R. A., & Velasquez Bellido, I. (2014). A new approach for measuring corporate reputation. Revista de Administração de Empresas, 54(1), 53-66.
Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Gugler, P., & Shi, J. Y. (2009). Corporate social responsibility for developing country multinational corporations: lost war in pertaining global competitiveness?. Journal of Business Ethics, 87(1), 3-24.
Haery, F. A., Dehaghi, M. R., & Yazdani, A. (2013). Effect of green marketing on consumer purchase intentions with regard to the company's image as a mediator in the retail setting case study: The customers of Naghshe-e Jahan Sugar Company. International Journal of Academic Research in Business and Social Sciences, 3(11), 442-452.
Hair, J.F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hershberger, S. L. (2003). The growth of structural equation modeling: 1994-2001. Structural Equation Modeling, 10(1), 35-46.
Kang, M., & Yang, S. U. (2010). Comparing effects of country reputation and the overall corporate reputations of a country on international consumers’ product attitudes and purchase intentions. Corporate Reputation Review, 13(1), 52-62.
Karaosmanoglu, E., & Melewar, T. C. (2006). Corporate communications, identity and image: A research agenda. Journal of Brand Management, 14(1), 196-206.
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial marketing management, 38(7), 732-742.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Khojastehpour, M., & Johns, R. (2014). The effect of environmental CSR issues on corporate/brand reputation and corporate profitability. European Business Review, 26(4), 330-339.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Ko, E. J., Taylor, C. R., Wagner, U., & Ji, H. A. (2008). Relationships among CEO image, corporate image and employment brand value in fashion industry. Journal of Global Academy of Marketing Science, 18(4), 307-331
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35(C), 94-110.
Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
Lindgreen, A., Swaen, V., & Johnston, W. (2009). The supporting function of marketing in corporate social responsibility. Corporate Reputation Review, 12(2), 120-139.
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19.
Maziriri, E. T. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management, 7(1), 1719586. DOI: 10.1080/23311975.2020.1719586
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. Journal of marketing, 61(1), 51-67.
Miles, M. P., & Covin, J. G. (2000). Environmental marketing: A source of reputational, competitive, and financial advantage. Journal of business ethics, 23(3), 299-311
Moon, J. (2007). Corporate image effects on consumers’ evaluation of brand trust and brand affect. Journal of Global Academy of Marketing, 17(3), 21-37.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy?. Journal of marketing research, 29(4), 391-405.
Neville, B. A., Bell, S. J., & Mengüç, B. (2005). Corporate reputation, stakeholders and the social performance-financial performance relationship. European Journal of Marketing, 39(9-10), 1184-1198.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.
Perks, S., & Smith, E. E. (2012). Greening the core business functions: a retail and finance sector perspective. Journal of Contemporary Management, 9(1), 1-23.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business horizons, 44(5), 21-30.
Pride, W. M., & Ferrell, O. C. (1997). Marketing: Concepts and Strategies. Houghton Mifflin.
Roberts, N. C., & King, P. J. (1989). The stakeholder audit goes public. Organizational Dynamics, 17(3), 63-79.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
Taghian, M., D’Souza, C., & Polonsky, M. (2015). A stakeholder approach to corporate social responsibility, reputation and business performance. Social Responsibility Journal, 11(2), 340-363.
Wan, H. H., & Schell, R. (2007). Reassessing corporate image—An examination of how image bridges symbolic relationships with behavioral relationships. Journal of Public Relations Research, 19(1), 25-45.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
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