Organizational Capabilities of Retail Companies to Develop Green Marketing Strategies

Autores/as

DOI:

https://doi.org/10.36097/rsan.v0i51.2041

Palabras clave:

Green marketing, strategies, enterprises, consumers, retail companies.

Resumen

The human being has damaged the planet by the indiscriminate consumption of products that are not friendly to the environment, hence now the trend of consumers to choose sustainable products. This is the reason why companies are changing the way they make their products, as well as the style of communication to inform that their products are favorable to the environment. The scope of this work is to assess retail enterprises ability for developing green marketing strategies. The study is quantitative-exploratory based on a non-probabilistic sample. A questionnaire was applied to 30 business owners and/or managers. Data was analyzed by using the principal components method. It was observed that the retail companies in Rioverde city, San Luis Potosí (S.L.P.) are able to develop green marketing strategies. The correlation matrix shows acceptable correlations and the values of the Sample Adequacy Measure (MSA) values are greater than 0.500: These values allow corroborating that the data structure is adequate to be examined by factor analysis. The analysis detects two latent factors that together explain 69.18% of the common variance. The results indicate that green marketing strategies require that owners or managers reformulate their business and processes from different perspectives: internally and with their customers. With respect the first point, staff must be trained on the importance of ecological products for the environment, health and the benefits for the company. With reference to, the second point, the owner or manager must identify the specific market for these products, because customers are varied and with different needs.

 

Citas

American Marketing Association (2014). Definitions of Marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/.

Ansar, N. (2013). Impact of Green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 11 (5), 650-655.

Banyte, J., Brazioniene, L. y Gadeikiene, A. (2010). Expression of Green marketing developing the conception of corporate social responsibility. Inzinerine Ekonomika-Engineering Economics, 21 (5), 550-560.

Beltrán, L., Lobera, M., Beltrán, L. (2009). Consumo orgánico y conciencia ambiental de los consumidores. Problemas del Desarrollo Revista Latinoamericana de Economía, 40 (2) 189-200.

Chamorro, A. (2001). El Marketing Ecológico. Retrieved from 5campus.org, Medio Ambiente: http://www.5campus.org/leccion/ecomarketing.

Chen, C. S., & Lin, L. Y. (2011). A new framework: Make green marketing strategy go with competitive strategy. Journal of Global Business Management, 7(2), 1.

Conraud, E. y Rivas-Tovar, L. (2009) Study of Green Behavior with a Focus on Mexican Individuals, iBusiness, 1, 124-131. DOI: 10.4236/ib.2009.12016

Cranin, J., Smith, J., Gleim, M., Ramirez, E. y Martinez, J. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, (1) 50-68.

D’Souza, C., Taghian, M., Sullivan-Mort, G. and Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of Strategic Marketing, 23 (7), 417-434.

https://doi.org/10.1080/0965254X.2014.1001866

Fraj-Andrés, E., Martínez, E. and Matute, J. (2013). Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm. Journal of Business & Industrial Marketing, 28(5), 396-410.

Fraj-Andrés, E., Salinas, E. y Matute J. (2007). Perfil de las empresas industriales que desarrollan estrategias corporativas y de marketing medio ambiental. Universaria Bussines Review, 1 (13), 26-41.

Grant, J. (2008). Green marketing. Strategic Direction, 24 (2), 25-27.

Hasan, Z., & Ali, N. A. (2015). The impact of green marketing strategy on the firm's performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463-470.

Johri, L.M. & Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15 (3) 265-281.

https://doi.org/10.1108/07363769810219134.

Karjaluoto, H., & Vaccaro, V. L. (2009). B2B green marketing and innovation theory for competitive advantage. Journal of systems and Information Technology. 11(4), 315-330.

King, A. (1995). Avoiding ecological surprise: Lessons from long-standing communities Academy of Management Review, 20(4), 961-985.

Ko, E., Hwang, Y.K. and Kim, E.Y. (2013). Green marketing’ functions in building corporate image in the retail setting. Journal of Business Research. 66(10), 1709-1715.

Kumar, P. (2014). Greening retail: an Indian experience. International Journal of Retail and Distribution Management, 42 (7), 613-625.

Kumar, P. (2015). Green marketing innovations in small Indian firms. World Journal of Entrepreneurship Management and Sustainable Development, 11 (3), 1-16.

Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A. (2013). Greening’ the marketing mix: do firms do it and does it pay off. Journal of Academy of Marketing Science, 41 (2), 151-170.

Llamas, A. (2007). Consumo verde y actitudes ecológicas. Revista Iberoamericana de Producción Académica y Gestión Educativa, 5 (4), 1-10.

Lozares Colina, C., & López-Roldán, P. (1991). El análisis de componentes principales: aplicación al análisis de datos secundarios. Papers: revista de sociologia, (37), 031-63.

Martínez, R. (2018). Marketing verde para pequeñas y medianas empresas sustentables Green marketing for small and medium sustainable businesses. En las ciencias sociales y la agenda nacional. Reflexiones y propuestas desde las Ciencias Sociales (1ª. 275). Consejo Mexicano de Ciencias Sociales, AC. Retrieved from www.comecso.com.

Mendoza, E., Boza, J., Escobar H. y Macías G. (2017). El marketing verde como generador de valor superior en los emprendimientos. Órbita Pedagógica, 4 (3), 129-143.

Monteiro, T., Giuliani, A., Cavazos, J., Kassouf, N. (2015). Mezcla del marketing verde; una perspectiva teórica. Cuadernos del Cimbage, 17 (1) 103-126.

Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2), 166-190.

Peattie K., Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357 – 370.

Rahbar, E. y Wahid N. (2011). Investigation of Green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12 (2), 73-83.

Salas, H. (2018). Marketing ecológico: la creciente preocupación empresarial por la protección del medio ambiente. Fides et Ratio, 15 (2), 151-169.

Salgado Beltrán, L., Subirá Lobera, M. E., & Beltrán Morales, L. F. (2009). Consumo orgánico y conciencia ambiental de los consumidores. Problemas del desarrollo, 40(157), 189-199.

Serna, M. (2014). El Marketing Ecológico y su influencia en la creación de Imagen de Marca del producto aguan Cielo de la empresa AJE en los segmentos A y B. de los Olivos (Tesis de pregrado). Universidad Cesar Vallejo, Lima, Perú. Retrieved from http://repositorio.ucv.edu.pe/bitstream/handle/UCV/203/serna_am.pdf?sequ ence=1&isAllowed=y.

Siepong, A. (2016). A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance: The insights into strategic-behaviour and strategic-GMC-fit (Doctoral dissertation, University of East Anglia).

Sistema de Información Empresarial Mexicano (2013). Empresas por municipio, giro y tamaño. http://www.uaslp.mx/PIDE/contexto-panorama-economico.

Surya, D. (2012). Contemporary green marketing-brief reference to indian scenario. International Journal of Social Sciences and Interdisciplinary Research, 1 (1), 26-39.

Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green marketing - emerging dimensions. Journal of Business Excellence, 2(1), 18-23. Retrieved from http://ezproxy.

Uribe, M., Bravo, B., Mendoza, P., Ramírez, L. (2016). La mercadotecnia verde y la responsabilidad social en la micro y pequeñas empresas de valle de Santiago, Guanajuato. Revista de Negocios & Pymes, 5 (5), 25-33.

Villegas Díaz, M. E. (2013). Marketing ecológico: propuesta para mejorar la sustentabilidad de cuatro PyME de los sectores industrial, comercio y servicios, de la ciudad de Xalapa, Veracruz.

.

Descargas

Archivos adicionales

Publicado

2022-09-29

Cómo citar

Escalera Chávez, M. E., Vargas-Hernández, J. G., & García-Santillán, A. (2022). Organizational Capabilities of Retail Companies to Develop Green Marketing Strategies. Revista San Gregorio, (51), 62–77. https://doi.org/10.36097/rsan.v0i51.2041

Número

Sección

ARTÍCULOS ORIGINALES