Antecedents of Green Marketing Initiatives: A Hierarchical Regression Model

Sanjeev Kumar Singh and Rinku Sanjeev
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Sanjeev Kumar Singh: Apeejay Institute of Management, Jalandhar, India
Rinku Sanjeev: Symbiosis Centre for Management Studies (SCMS), Symbiosis International University (Deemed), India

International Journal of Social Ecology and Sustainable Development (IJSESD), 2022, vol. 13, issue 1, 1-15

Abstract: This paper examines the drivers that influence the green marketing awareness and addresses the role of corporate social responsibility (CSR) as a mediator. Data was collected from 250 respondents by self-administered questionnaire through convenience sampling. The results indicate that competitive advantage, environmental sustainability, green purchase intention are significant influencers for green marketing awareness. CSR enjoys a positive and significant mediating effect on the relationship between the independent variables and green marketing. CSR mediates the relationship between environmental sustainability (ES), competitive advantage (CA) and green purchase intention (GPI) which can provide insights for corporates with respect to the factors influencing green marketing awareness. Also, this paper highlights the importance of green purchase intention, competitive advantage, environmental sustainability and their linkage towards green marketing awareness.

Date: 2022
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