A Scale Development Study on Green Marketing Mix Practice Culture in Small and Medium Enterprises

Candan Özgün-Ayar and Murat Selim Selvi ()
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Candan Özgün-Ayar: Ankara Provincial Directorate of Labor and Employment Agency OSTİM Service Center, 06374 Ankara, Türkiye
Murat Selim Selvi: Department of Business Administration, Faculty of Economics and Administrative Sciences, Tekirdag Namik Kemal University, 59030 Tekirdag, Türkiye

Sustainability, 2025, vol. 17, issue 15, 1-40

Abstract: Research concerning green marketing has predominantly focused on consumer behavior. However, aspects such as the extent to which Small and Medium Enterprises (SMEs) embrace green marketing values, their ability to implement the green marketing mix, and the integration of green marketing into their business culture are critically important. This research aims to provide the 4P (product, price, place, and promotion)-focused green marketing literature with a measurement tool to assess how SMEs implement green marketing practices. The study employed a descriptive design and possesses an exploratory nature. Scale development involved two stages: First, analyses were conducted on a pre-test sample of 159 individuals, revealing the initial scale structure. Second, these analyses were repeated on a larger group of 387 participants. The scale was finalized by confirming the consistency of results across both analyses. Statistical Package for the Social Sciences (SPSS) version 24 and Analysis of Moment Structures (AMOS) version 24 were utilized for descriptive statistics and the scale development process. The final validated 12-item scale demonstrates a robust three-factor structure (“Environmental Promotion”, ”Green Packaging”, and ”Green Distribution”), explaining 62.6% of the total variance. The scale exhibits excellent psychometric properties, including high internal consistency (Cronbach’s α = 0.912), strong model fit from Confirmatory Factor Analysis (CFA), and both convergent and discriminant validity, as indicated by an Average Variance Extracted (AVE) value of 0.605. The scale is deemed applicable to larger populations.

Keywords: green marketing mix; small and medium enterprises; green packaging; green distribution; environmental promotion; scale development; validity and reliability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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