 The influence of green marketing strategies on business performance and corporate image in the retail sectorChipo Mukonza and Ilze Swarts Business Strategy and the Environment, 2020, vol. 29, issue 3, 838-845 Abstract: Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco‐friendly goods and services by employing recyclable and easily decomposed packaging, better pollution prevention methods, and a more efficient use of energy. Against this background, the study followed a case study approach using South Africa's retail giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry out in‐depth interviews and administer questionnaires with senior management of the selected retailers. In addition, document and website analyses were used for triangulation purposes. Path analysis and content analysis were used to establish the correlation. The study established that green marketing strategy has a positive effect on corporate image and on business performance. The paper recommends that if enterprises are to sustain competitive advantage, particularly in the retail sector, it is in their best interest to adopt green marketing strategies. Date: 2020 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:29:y:2020:i:3:p:838-845 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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