Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research
Vol 8, Issue 12, 2024
VIEWS - 283 (Abstract) 219 (PDF)
Abstract
Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Aduku, S. (2023). Impact of greenwashing (marketing) on consumer behavior. Master thesis. Masaryk University in Brno.
Afnani, V., Gustavsson, E. (2022). Green marketing: An opportunity or threat? A study about Swedish companies and their sustainability efforts to secure the future of upcoming generations [Bachelor’s thesis]. Handelshögskolan vid Göteborgs Universitet.
Ahmad, B., Shafique, I., Qammar, A., et al. (2024). Prompting green product and process innovation: examining the effects of green transformational leadership and dynamic capabilities. Technology Analysis & Strategic Management, 36(6), 1111-1123. https://doi.org/10.1080/09537325.2022.2071692
Alagarsamy, S., Mehrolia, S., & Paul, J. (2024). Masstige scale: An alternative to measure brand equity. International Journal of Consumer Studies, 48(1), e12873. https://doi.org/10.1111/ijcs.12873
Albert. (n.d.). Nature’s Promise. Available online: https://www.albert.cz/nase-znacky/natures-promise (accessed on 12 August 2024).
Altunbulak, Ü. (2023) Green brands’ marketing strategies and their effects on green purchase intention: The case of Czech market [Marster’s thesis]. University of Economics in Prague.
Baalbaki, S., & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management, 23, 229-251. https://doi.org/10.1057/bm.2016.11
Baca, G., & Reshidi, N. (2023). Developing internal marketing strategies for measuring and managing employee-based brand equity. Qualitative Market Research: An International Journal, 26(5), 687-704. https://doi.org/10.1108/QMR-04-2023-0050
Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21–31. https://doi.org/10.1080/00913367.1995.10673473
Billa. (n.d.). BILLA introduces recycled shopping baskets (Czech). Available online: https://www.billa.cz/tiskove-zpravy/billa-zavadi-nakupni-kosiky-z-recyklatu (accessed on 12 August 2024).
Biswas, A., & Roy, M. (2015). Leveraging factors for sustained green consumption behavior based on consumption value perceptions: Testing the structural model. Journal of Cleaner Production, 106, 504–515. https://doi.org/10.1016/j.jclepro.2015.02.042
Boo, S., Kim, M., & Kim, T. J. (2024). Effectiveness of corporate social marketing on prosocial behavior and hotel loyalty in a time of pandemic. International Journal of Hospitality Management, 117, 103635. https://doi.org/10.1016/j.ijhm.2023.103635
Caserta, M., Distefano, R., Ferrante, L., & Reito, F. (2023). The Good of Rules: A pilot study on prosocial behavior. Journal of Behavioral and Experimental Economics, 107, 102085. https://doi.org/10.1016/j.socec.2023.102085
Chao, Y. L., & Lam, S. P. (2011). Measuring responsible environmental behavior: Self-reported and other-reported measures and their differences in testing a behavioral model. Environment and Behavior, 43, 53–71. https://doi.org/10.1177/0013916509350849
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93, 307-319.https://doi.org/10.1007/s10551-009-0223-9
Cho, Y.-N., Thyroff, A., Rapert, M. I., et al. (2013). To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior. Journal of Business Research, 66(8), 1052–1059. https://doi.org/10.1016/j.jbusres.2012.08.020
Choosing the Right Green-Marketing Strategy. (2004). Magazine Fall 2004 Research Feature.
D’Angelo, V., Cappa, F., & Peruffo, E. (2023). Green manufacturing for sustainable development: The positive effects of green activities, green investments, and non‐green products on economic performance. Business Strategy and the Environment, 32(4), 1900-1913. https://doi.org/10.1002/bse.3226
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic literature review. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2017.07.184
Dauda, M., Mustapha, B., & Sani, S. A. (2024). Green Marketing Strategy and its effect on the Performance of Small and Medium Business Enterprises (SMEs). International Journal of Accounting, Finance and Administrative Research, 1(2), 229-239.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers’ pro-environmental beliefs and behaviors. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2014.914059
de Oliveira Lima, L. A., dos Santos, A. F., Nunes, M. M., et al. (2024). Sustainable Management Practices: Green Marketing as A Source for Organizational Competitive Advantage. Revista de Gestão Social e Ambiental, 18(4). https://doi.org/10.24857/rgsa.v18n4-087
Dekoninck, E. A., Domingo, L., O’Hare, J. A., et al. (2016). Defining the challenges for ecodesign implementation in companies: Development and consolidation of a framework. Journal of Cleaner Production, 135, 410–425. https://doi.org/10.1016/j.jclepro.2016.06.045
Dinh, K. C., Nguyen-Viet, B., & Phuong Vo, H. N. (2023). Toward sustainable development and consumption: The role of the green promotion mix in driving green brand equity and green purchase Intention. Journal of Promotion Management, 29(6), 824-848.https://doi.org/10.1080/10496491.2023.2165209
Dunlap, R. E., & Liere, K. D. (2008). The “New Environmental Paradigm”. The Journal of Environmental Education, 40, 19-28. https://doi.org/10.3200/jβe.40.1.19-28
European Commission. (2024). The European Green Deal. Available online: https://ec.europa.eu/commission/presscorner/detail/en/SPEECH_24_4641 (accessed on 14 September 2024).
European Parliament. (2023). Red card to greenwashing and early obsolescence: EU Parliament votes to strengthen consumer protection. Available online: https://eeb.org/red-card-to-greenwashing-and-early-obsolescence-eu-parliament-votesto-strengthen-consumer-protection/ (accessed on 12 August 2024).
Faludi, J., Hoffenson, S., Kwok, S. Y., et al. (2020). A research roadmap for sustainable design methods and tools. Sustainability, 12(19), 8174. https://doi.org/10.3390/SU12198174
Fraccascia, L., Ceccarelli, G., & Dangelico, R. M. (2023). Green products from industrial symbiosis: Are consumers ready for them?. Technological Forecasting and Social Change, 189, 122395. https://doi.org/10.1016/j.techfore.2023.122395
Fuller, D. A. (1999). Sustainable marketing: Managerial-ecological issues. Thousand Oaks, CA: SAGE Publications. https://doi.org/10.4135/9781452220611
Gaffar, V., & Koeswandi, T. (2024). Green Marketing Strategies for Indonesia’s Micro, Small, and Medium Enterprises. In: Waste Management and Life Cycle Assessment for Sustainable Business Practice. IGI Global. pp. 159-188. https://doi.org/10.4018/979-8-3693-2595-7.ch008
Ganda, F. (2024). Investigating the Relationship and Impact of Environmental Governance, Green Goods, Non-Green Goods and Eco-Innovation on Material Footprint and Renewable Energy in the BRICS Group. Sustainability, 16(4), 1602. https://doi.org/10.3390/su16041602
Gawrych, R. (2024). Usefulness of the theory of the organizational cycle in managerial and professional work. PRAWO i WIĘŹ, 49(2), 409-431.
Ghitti, M., Gianfrate, G., Lopez-de-Silanes, F., & Spinelli, M. (2023). What’s in a shade? The market relevance of green bonds’ external reviews. The British Accounting Review, 101271. https://doi.org/10.1016/j.bar.2023.101271
Ghylin, K. M., Green, B. D., Drury, C. G., et al. (2008). Clarifying the dimensions of four concepts of quality. Theoretical Issues in Ergonomics Science, 9(1), 73-94. https://doi.org/10.1080/14639220600857639
Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the Right Green-Marketing Strategy. Sloan Management Review, 46(1), 79–84.
Guan, D., Lei, Y., Liu, Y., & Ma, Q. (2024). The effect of matching promotion type with purchase type on green consumption. Journal of Retailing and Consumer Services, 78, 103732. https://doi.org/10.1016/j.jretconser.2024.103732
Ha, C. L. (1998). The theory of reasoned action applied to brand loyalty. Journal of Product & Brand Management, 7(1), 51-61. https://doi.org/10.1108/10610429810209737
Ha, M. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 10(10), 2385-2394.https://doi.org/10.5267/j.msl.2020.2.026
Hamzaoui Essoussi, L., & Linton, J. D. (2010). New or recycled products: how much are consumers willing to pay?. Journal of Consumer Marketing, 27(5), 458-468.https://doi.org/10.1108/07363761011063358
Harcourt, H. (2024). Perceived Brand Quality and Marketing Effectiveness of Quoted Fast Moving Consumer Goods (FMCG) Companies in Rivers State. International Journal of Advanced Academic Research, 10(5), 1-11.
Haynes, A., Dixon, H., & Wakefield, M. (2024). Virtue marketing: Trends in health-, eco-, and cause-oriented claims on the packaging of new alcohol products in Australia between 2013 and 2023. Journal of Studies on Alcohol and Drugs, jsad-23. https://doi.org/10.15288/jsad.23-00376
Hyun, H., Park, J., & Hong, E. (2024). Enhancing brand equity through multidimensional brand authenticity in the fashion retailing. Journal of Retailing and Consumer Services, 78, 103712. https://doi.org/10.1016/j.jretconser.2024.103712
Iannuzzi, A. (2024). Greener products: The making and marketing of sustainable brands. CRC press. https://doi.org/10.1201/9781003441939
Institut cirkulární ekonomiky. (2023). Available online: https://incien.org/ (accessed on 12 August 2024).
Jiang, Y., Ji, X., Wu, J., & Lu, W. (2023). Behavior-based pricing and consumer fairness concerns with green product design. Annals of Operations Research, 1-27. https://doi.org/10.1007/s10479-023-05198-5
Jones, E. (2019). Rethinking greenwashing: Corporate discourse, unethical practice, and the unmet potential of ethical consumerism. Sociological Perspectives, 62, 728–754. https://doi.org/10.1177/0731121419849095
Khan, U., & DePaoli, A. (2024). Brand loyalty in the face of stockouts. Journal of the Academy of Marketing Science, 52(1), 44-74. https://doi.org/10.1007/s11747-023-00924-8
Krajina, A. (2019). Green marketing. Diploma thesis. Masaryk University, Faculty of Economics and Administration.
Kumar, P. (2016). State of green marketing research over 25 years (1990-2014): Literature survey and classification. Marketing Intelligence & Planning, 34(1), 137–158. https://doi.org/10.1108/MIP-03-2015-0061
Kumar, P., & Utkarsh. (2022). Effects of in-store information quality and store credibility on consumer engagement in green retailing. Journal of Retailing and Consumer Services, 103195. https://doi.org/10.1016/j.jretconser.2022.103195
Lewandowska, A., Witczak, J., & Kurczewski, P. (2017). Green marketing today-a mix of trust, consumer participation and life cycle thinking. Management, 21(2). https://doi.org/10.1515/manment-2017-0003
Líšková, Z. D., Cudlínová, E., Pártlová, P., & Petr, D. (2016). Importance of green marketing and its potential. Visegrad Journal on Bioeconomy and Sustainable Development, 5(2), 61-64. https://doi.org/10.1515/vjbsd-2016-0012
Liu, Z., Li, L., Zhao, X., et al. (2020). Selecting the optimal green agricultural products supplier: a novel approach based on GBWM and PROMETHEE II. Sustainability, 12(17), 6703.https://doi.org/10.3390/su12176703
López Rodríguez, S. (2020). Green marketing and a broader stakeholder orientation. Academy of Marketing Studies Journal, 20(3), 14-25.
Luan, C. C., & Phan, T. A. (2024). The effect of emotion type and similarity of experience on consumers’ willingness to pay for cause‐related products: Construal level perspective. Journal of Consumer Behaviour, 23(2), 808-824. https://doi.org/10.1002/cb.2245
Ma, P., Zhang, C., Hong, X., & Xu, H. (2018). Pricing decisions for substitutable products with green manufacturing in a competitive supply chain. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.02.152
Machek, M. (2012). Retail market structure development in Central Europe. Central European business review, 1(3), 22-27. https://doi.org/10.18267/j.cebr.27
Mikul, & Mittal, I. (2023). The saga of brand equity: A comprehensive bibliometric analysis. NMIMS Management Review, 31(3), 165-177. https://doi.org/10.1177/0974150X231205447
Minton, E. A., & Cabano, F. G. (2024). Awareness marketing: cause-related marketing without direct contribution. European Journal of Marketing. https://doi.org/10.1108/EJM-09-2022-0649
Mishra, P., & Sharma, P. (2012). Green marketing: Challenges and opportunities for business. Journal of Marketing & Communication, 8, 35–41.
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.https://doi.org/10.1108/BFJ-06-2016-0295
Moravcikova, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green Marketing as the Source of the Competitive Advantage of the Business. Sustainability, 9(12), 2218. https://doi.org/10.3390/su9122218
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2022.122067
Netemeyer, R. G., Krishnan, B., Pullig, C., et al. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224.https://doi.org/10.1016/S0148-2963(01)00303-4
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96-116.https://doi.org/10.1108/APJBA-08-2021-0398
Nikodemska-Wołowik, A. M., Makulski, T., & Greń, S. (2024). Fair Trade coffee and its consumers-an international perspective. Coffee & Tea Marketing Journal, 1(1).
Oliveira, M. O. R. d., Heldt, R., Silveira, C. S., & Luce, F. B. (2023). Brand equity chain and brand equity measurement approach. Marketing Intelligence & Planning, 41(4), 442–456. https://doi.org/10.1108/MIP-06-2022-0222
Papa, A., Mazzucchelli, A., Ballestra, L. V., & Usai, A. (2022). The open innovation journey along heterogeneous modes of knowledge-intensive marketing collaborations: a cross-sectional study of innovative firms in Europe. International Marketing Review, 39(3), 602-625.https://doi.org/10.1108/IMR-03-2021-0109
Parris, D. L., & Guzman, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370. https://doi.org/10.1108/13522750510619733
Pechová, E. V. E. J. J., & Štrach, P. (2020). “Being Greener Or Greenwashing”: The New Reality of Corporate Social Responsibility Practices Across Czech Automotive Firms. philosophy, 116, 176-182. https://doi.org/10.1016/j.jbusres.2020.05.030
Phan, T. A., Nguyen, P. N. Q., Pham, N. A., & Phan, N. (2023). A cross-cultural study on the role of message framing in the promotion of fair-trade buying behavior. SAGE Open, 13(4), 21582440231213686. https://doi.org/10.1177/21582440231213686
Piumali, P. L. G. S. D. (2023). Green attributes & customer loyalty towards ABC supermarket in Colombo district, Sri Lanka. International Journal of Engineering and Management Research, 13(6), 85-89. https://doi.org/10.31033/ijemr.13.6.10
Polonsky, M. J. (2008). An introduction to green marketing. Global Environment: Problems and Policies, 2(1), 1-10. https://doi.org/10.5070/G31210177
Powell, D. J. (2024). Lean and the green economy: the promise of a waste-free society?. In: Research Handbook on the Green Economy. Edward Elgar Publishing. pp. 244-257. https://doi.org/10.4337/9781789904833.00025
Průša, P., & Sadílek, T. (2019). Green consumer behavior: The case of Czech consumers of generation Y. Social Marketing Quarterly, 25(4), 243-255. https://doi.org/10.1177/1524500419881783
Putra, A. H. P. K., Mariam, S., Tafsir, M., & Rosanti, N. (2024). Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention. International Review of Management and Marketing, 14(4), 210-229.https://doi.org/10.32479/irmm.16224
Qayyum, A., Jamil, R. A., & Sehar, A. (2023). Impact of green marketing, greenwashing and green confusion on green brand equity. Spanish Journal of Marketing-ESIC, 27(3), 286-305.https://doi.org/10.1108/SJME-03-2022-0032
Rai, P. (2022). Effect of Covid 19 on Green Marketing in FMCG Sector. Journal of Positive School Psychology, 6(8), 244-249.
Rastogi, T., Agarwal, B., & Gopal, G. (2024). Exploring the nexus between sustainable marketing and customer loyalty with the mediating role of brand image. Journal of Cleaner Production, 440, 140808. https://doi.org/10.1016/j.jclepro.2024.140808
Rojas-Lamorena, Á. J., Del Barrio-García, S., & Alcántara-Pilar, J. M. (2022). A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling. Journal of Business Research, 139, 1067–1083. https://doi.org/10.1016/j.jbusres.2021.10.025
Rösnerová, Z. (2022). Green marketing a green washing [Master’s thesis]. Masaryk University in Brno.
Rossmann. (2019). Preventing environmental pollution and climate change. Available online: https://www.rossmann.pl/firma/CSR/raport-spoleczny-2019/ENG/srodowisko/przeciwdzialanie-zanieczyszczeniom-srodowiska-i-zmianom-klimatu (accessed on 12 August 2024).
Sagapova, N., Buchtele, R., & Dušek, R. (2022). The Fashion Industry and its Problematic Consequences in the Green Marketing Era a Review. SHS web of conferences, 135, 01011. https://doi.org/10.1051/shsconf/202213501011
Sanidewi, H., & Paramita, E. L. (2018). The role of perceived green marketing and brand equity on green purchasing decision. Diponegoro International Journal of Business, 1(1), 14-25. https://doi.org/10.14710/dijb.1.1.2018.14-25
Schamp, C., Heitmann, M., Peers, Y., & Leeflang, P. S. (2024). Cause-Related Marketing as Sales Promotion. Journal of Marketing Research, 00222437231200807. https://doi.org/10.1177/00222437231200807
Sheikh, F. Z., Mirza, A. A., Aftab, A., & Asghar, B. (2014). Consumer green behaviour toward green products and green purchase decision. International Journal of Multidisciplinary Science and Engineering, 5(9), 1-9.
Škochová, K. (2023). Green marketing and greenwashing in communication of retail companies. Master thesis. University of Economics in Prague.
Skokanova, D. (2024). Sustainable Marketing and the Challenges of Green Marketing Communication: Survey of Consumer Attitudes and Buying Behaviour for Sustainable Products in the Czech Republic. WSB Journal of Business and Finance, 58(1), 9-18. https://doi.org/10.2478/wsbjbf-2024-0002
Skypalova, R., Blaskova, V., Stojanova, H., & Forlicz, M. (2022). Are they really green minds? Marketing behaviour the customer of two generations Y and Z in the field of organic food. Littera Scripta, 15(2).
Sohail, M. S. (2017). Green marketing strategies: how do they influence consumer-based brand equity?. Journal for Global Business Advancement, 10(3), 229-243.https://doi.org/10.1504/JGBA.2017.084607
Soomro, B. A., Moawad, N. F., Saraih, U. N., et al. (2024). Going green with the green market and green innovation: building the connection between green entrepreneurship and sustainable development. Kybernetes, 53(4), 1484-1504. https://doi.org/10.1108/K-09-2022-1353
Sousa, B., & Ferreira, P. (2024). Employee based brand equity: a systematic review of literature, framework development, and implications for future research. Journal of Management History, 30(3), 475-492. https://doi.org/10.1108/JMH-07-2023-0069
Tan, Z., Sadiq, B., Bashir, T., et al. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.https://doi.org/10.3390/su14105939
Tunji-Olayeni, P., Kajimo-Shakantu, K., & Ayodele, T. O. (2024). Factors influencing the intention to adopt green construction: an application of the theory of planned behaviour. Smart and Sustainable Built Environment, 13(2), 291-308. https://doi.org/10.1108/SASBE-06-2022-0126
United Nations Environment Programme, & International Trade Centre. (2017). Guidelines for Providing Product Sustainability Information: Global Guidance on Making Effective Environmental, Social, and Economic Claims to Empower and Enable Consumer Choice. Available online: https://wedocs.unep.org/20.500.11822/22395 (accessed on 12 August 2024).
United Nations System Staff College. (n.d.). Green Marketing Challenge. Available online: https://www.unssc.org/courses/green-marketing-challenge?v=505207 (accessed on 12 August 2024).
Vančurová, Š., & Chocholáč, J. (2022). Greenwashing behaviours of selected automotive companies in the Czech Republic. In: Proceedings of the 16th International Days of Statistics and Economics: conference proceedings.
Veloutsou, C., Chatzipanagiotou, K., & Christodoulides, G. (2020). The consumer-based brand equity deconstruction and restoration process: lessons from unliked brands. Journal of Business Research, 111, 41–51.
Wang, C., Zhang, J., Xiao, X., et al. (2020). Examining the dimensions and mechanisms of tourists’ environmental behavior: A theory of planned behavior approach. Journal of Cleaner Production, 273, 123007. https://doi.org/10.1016/j.jclepro.2020.123007
Wang, J., Zhou, Z., Yu, M., et al. (2019). Pricing models in a sustainable supply chain with capacity constraint. Journal of Cleaner Production, 222, 57–76.
Warnakulasuriya, S., Senevirathna, C., & Senevirathna, M. (2024). Promoting green products among youth at supermarkets for climate change mitigation. In: Proceedings of the International Conference on Climate Change. pp. 45-58.
Wei, J., Wen, J., Wang, X. Y., et al. (2023). Green innovation, natural extreme events, and energy transition: Evidence from Asia-Pacific economies. Energy Economics, 121, 106638. https://doi.org/10.1016/j.eneco.2023.106638
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230-238.https://doi.org/10.1016/j.jretconser.2018.08.015
Wikipedia. (2024). List of supermarket chains in the Czech Republic. Available online: https://en.wikipedia.org/wiki/List_of_supermarket_chains_in_the_Czech_Republic (accessed on 12 August 2024).
World Commission on Environment and Development. (1987). Our Common Future: Report of the World Commission on Environment and Development. Available online: http://www.un-documents.net/ocf-02.htm (accessed on 12 August 2024).
Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 2022(1), 6392172.https://doi.org/10.1155/2022/6392172
Xara-Brasil, D., Cordeiro, J. P., Carvalho, L. C., et al. (2023). Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market. Sustainability, 15(4), 3439. https://doi.org/10.3390/su15043439
Yang, S., & Chai, J. (2022). The influence of enterprises’ green marketing behavior on consumers’ green consumption intention-Mediating role and moderating role. Sustainability, 14(22), 15478. https://doi.org/10.3390/su142215478
Yıldırım, S., Sevik, N., Kandpal, V., & Yıldırım, D. C. (2024). The Role of Green Brands on Achieving 2030 Sustainable Development Goals (2030 SDGs). In: Contemporary Management and Global Leadership for Sustainability. IGI Global. pp. 141-162. https://doi.org/10.4018/979-8-3693-1273-5.ch009
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of The Academy of Marketing Science, 28, 195–211. https://doi.org/10.1177/0092070300282002
Zámková, M., Rojík, S., Prokop, M., et al. (2023). Consumers’ Behavior in the Field of Organic Agriculture and Food Products during the COVID-19 Pandemic in the Czech Republic: Focus on a Comparison of Hyper-, Super-and Farmers’ Markets and Direct Purchases from Producers. Agriculture, 13(4), 811. https://doi.org/10.3390/agriculture13040811
Zhang, C. T., et al. (2014). Research on pricing and coordination strategy of the green supply chain under hybrid production mode. Computers & Industrial Engineering. https://doi.org/10.1016/j.cie.2014.04.007
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and the moderating role of green concern. Journal of Cleaner Production, 187, 740–750.https://doi.org/10.1016/j.jclepro.2018.03.201
Zhang, Q., & Zheng, Y. (2022). Pricing strategies for bundled products considering consumers’ green preference. Journal of Cleaner Production, 344, 130962.https://doi.org/10.1016/j.jclepro.2022.130962
Zheng, X. X., Liu, Z., Huang, J., et al. (2019). Cooperative game approaches to coordinating a three-echelon closed-loop supply chain with fairness concerns. International Journal of Production Economics, 210, 184–195. https://doi.org/10.1016/j.ijpe.2018.12.013
Zhou, D. Q., Yu, Y., Wang, Q., et al. (2019). Effects of a generalized dual-credit system on green technology investments and pricing decisions in a supply chain. Journal of Environmental Management, 249, 109330. https://doi.org/10.1016/j.jenvman.2019.07.038
DOI: https://doi.org/10.24294/jipd.v8i12.9045
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Maria Kolodenko, Kateřina Kalinová, Kateřina Bočková, David Anthony Procházka
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.