A Comprehensive Analysis of Role of Eco-Innovation in Linking Strategic Green Marketing and Service Innovation to Sustainable Products

Rehana Kouser, Khatiba Asmat Zahra, Muhammad Abdul Basit Memon and Gohar Mahmood

Sustainable Business and Society in Emerging Economies, 2024, vol. 6, issue 2, 227-242

Abstract: Purpose: This research seeks to establish whether strategic green marketing, service innovation and eco-innovation can be used in the improvement of sustainable products development and usage. The research aims at responding to the challenges such as climate change, scarcity of resources and pollution of the environment while satisfying the customer’s need for environmentally sustainable products and services. Design/Methodology/Approach: Quantitative research design was used whereby questionnaires with close ended questions were used with 223 participants from different organizations. The questionnaires addressed the issue of green marketing and the aspect of services with innovation. To test the research hypothesis and examine the strategic green marketing’s impact on service innovation, eco-innovation, and sustainable product development, multiple regression and mediation analysis were employed.Findings: The outcomes show that the effects of strategic green marketing and service innovation on the creation of sustainable products when facilitated by eco-innovation are significant. Green marketing, backed by true green innovations, improves customers’ confidence.Implications/Originality/Value: This paper provides suggestions to the managers, the policymakers, and the industry players regarding the establishment of sustainable, credible, and environmentally friendly business strategies. Thus, the analysis of these notions and the demonstration of the interconnections between them will help to enhance the development of sustainable business and the transition to a more sustainable economy.

Keywords: Green Marketing; Business Strategies; Economy; Policy Makers; Industry (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://publishing.globalcsrc.org/ojs/index.php/sbsee/article/view/2992/1735 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:src:sbseec:v:6:y:2024:i:2:p:227-242

DOI: 10.26710/sbsee.v6i2.2992

Access Statistics for this article

More articles in Sustainable Business and Society in Emerging Economies from CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan Contact information at EDIRC.
Bibliographic data for series maintained by Dr Rana Muhammad Adeel Farooq ().