Authors: Dr. D. Hemalatha, Dr.Sayantani Chkraborty
Abstract: Given rising environmental awareness among consumers, in addition to increased regulation, organizations need to adopt sustainable approaches in their marketing strategies. This study assesses the impact of green strategic marketing initiatives on long-term competitiveness of brands based on a comprehensive statistical analysis. Building on Resource-Based View and stakeholder theory, this study seeks to understand the effects of green product innovation, green communication, and green positioning on brand equity and competitive advantage. Data gathered from 250 marketing managers were analyzed by means of Structural Equation Modeling (SEM). The research results show that green marketing efforts substantially increase the trust, image, and loyalty of brands, thus contributing to competitive advantage. Green brand image is shown to play a mediating role, while consumer environmental concern is shown to moderate the relationships. The research offers useful recommendations for practicing managers to ensure that they are both profitable and environmentally responsible.
DOI: http://doi.org/10.5281/zenodo.22724718
