Embrace green marketing or lose competitive advantage

The rise of the green revolution has shaken many firms to decide on their dominance or face the wrath of natural extinction by failure to adapt to changes in the macro environment. Green marketing has recently gained acceptance in the commercial world to the level that firms that still embrace the...

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Main Author: Sinothando Tshuma
Format: Article
Language:English
Published: Centre of Sociological Research 2022-11-01
Series:Economics, Management and Sustainability
Subjects:
Online Access:https://jems.sciview.net/index.php/jems/article/view/180
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author Sinothando Tshuma
author_facet Sinothando Tshuma
author_sort Sinothando Tshuma
collection DOAJ
description The rise of the green revolution has shaken many firms to decide on their dominance or face the wrath of natural extinction by failure to adapt to changes in the macro environment. Green marketing has recently gained acceptance in the commercial world to the level that firms that still embrace the old conventional marketing paradigm are rethinking their marketing strategies. Green marketing seeks to ensure that businesses do not harm the environment they operate in or harm the planet earth's living species. There has been a dynamic shift in the marketing mix elements as organisations thrive to satisfy the needs of a chameleon consumer. The research was informed by Ottman’s paradigm shift from conventional marketing to green marketing. The study sought to determine the impact of green marketing strategies on firm performance and the challenges faced by small to medium enterprises in their quest to adopt green marketing strategies. A quantitative research design was adopted with a sample size of 20 steel and aluminum foundry firms. The primary research findings were that firms are aware of green marketing strategies and their impact on firm performance, although they face challenges in implementing them. The paper's results will help various small to medium enterprises in the foundry industry to rethink, redesign and re-engage to achieve innovation and industrialisation in a green economy.
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spelling doaj-art-8f191ceda7574aee8913a9bc51ed1f532025-01-03T00:44:17ZengCentre of Sociological ResearchEconomics, Management and Sustainability2520-63032022-11-017210.14254/jems.2022.7-2.5Embrace green marketing or lose competitive advantageSinothando Tshuma0Department of Marketing, Zimbabwe Open University, P O Box 1119 Mount Pleasant, Harare, Zimbabwe The rise of the green revolution has shaken many firms to decide on their dominance or face the wrath of natural extinction by failure to adapt to changes in the macro environment. Green marketing has recently gained acceptance in the commercial world to the level that firms that still embrace the old conventional marketing paradigm are rethinking their marketing strategies. Green marketing seeks to ensure that businesses do not harm the environment they operate in or harm the planet earth's living species. There has been a dynamic shift in the marketing mix elements as organisations thrive to satisfy the needs of a chameleon consumer. The research was informed by Ottman’s paradigm shift from conventional marketing to green marketing. The study sought to determine the impact of green marketing strategies on firm performance and the challenges faced by small to medium enterprises in their quest to adopt green marketing strategies. A quantitative research design was adopted with a sample size of 20 steel and aluminum foundry firms. The primary research findings were that firms are aware of green marketing strategies and their impact on firm performance, although they face challenges in implementing them. The paper's results will help various small to medium enterprises in the foundry industry to rethink, redesign and re-engage to achieve innovation and industrialisation in a green economy. https://jems.sciview.net/index.php/jems/article/view/180green marketingconventional marketingsustainable marketinggreen economic growthsmall and medium-sized enterprises (SMEs)
spellingShingle Sinothando Tshuma
Embrace green marketing or lose competitive advantage
Economics, Management and Sustainability
green marketing
conventional marketing
sustainable marketing
green economic growth
small and medium-sized enterprises (SMEs)
title Embrace green marketing or lose competitive advantage
title_full Embrace green marketing or lose competitive advantage
title_fullStr Embrace green marketing or lose competitive advantage
title_full_unstemmed Embrace green marketing or lose competitive advantage
title_short Embrace green marketing or lose competitive advantage
title_sort embrace green marketing or lose competitive advantage
topic green marketing
conventional marketing
sustainable marketing
green economic growth
small and medium-sized enterprises (SMEs)
url https://jems.sciview.net/index.php/jems/article/view/180
work_keys_str_mv AT sinothandotshuma embracegreenmarketingorlosecompetitiveadvantage