Modelling Sustainable Marketing with Retail Consumers’ Purchasing Intentions: Evidence from the MENA Region
DOI:
https://doi.org/10.34021/ve.2023.06.04(2)Keywords:
consumer purchasing intentions; sustainable marketing; eco-friendly behaviour; retailing; green model.Abstract
Retailers strive for sustainability, relying on marketing efforts. Retail business sustainability (BS) is a debated topic, necessitating research on customer support for sustainable businesses. This study explores how Eco-Friendly customer Behaviour (EFB) mediates the connection between Sustainable Marketing (SM) and Consumer Intention to Buy (CIB) in retail. Data from 914 retail consumers underwent PLS-SEM analysis to thoroughly examine complex relationships among model variables, including potential mediation effects. The findings strongly back the link between SM and CIB. The notable role of EFB in mediating the SM-CIB relationship underscores EFB's significance in guiding CIB. For the first time in the MENA region, this study addresses how retail customers' purchasing intentions are affected by the SM fields of action. The tested model expands the previous GREEN model, providing theoretical and practical inferences.Downloads
References
Molina-Collado, A., Santos-Vijande, M. L., Gómez-Rico, M., & Madera, J. M. (2022). Sustainability in hospitality and tourism: A review of key research topics from 1994 to 2020. International Journal of Contemporary Hospitality Management, 34(8), 3029–3064. https://doi.org/10.1108/IJCHM-10-2021-1305
Huang, S. (Sam), Qu, H., & Wang, X. (2023). Impact of green marketing on peer-to-peer accommodation platform users’ repurchase intention and positive word-of-mouth: Mediation of trust and consumer identification. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-10-2022-1300
Lunde, M. B. (2018). Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8(3-4), 85–110. https://doi.org/10.1007/s13162-018-0124-0
Simmou, W., Govindan, K., Sameer, I., Hussainey, K., & Simmou, S. (2023). Doing good to be green and live clean! -Linking corporate social responsibility strategy, green innovation, and environmental performance: Evidence from Maldivian and Moroccan small and medium-sized enterprises. Journal of Cleaner Production, 384, 135265. https://doi.org/10.1016/j.jclepro.2022.135265
AlSuwaidi, M., Eid, R., & Agag, G. (2021). Understanding the link between CSR and employee green behaviour. Journal of Hospitality and Tourism Management, 46, 50–61. https://doi.org/10.1016/j.jhtm.2020.11.008
Salama, W., Nor El Deen, M., Albakhit, A., & Zaki, K. (2022). Understanding the Connection between Sustainable Human Resource Management and the Hotel Business Outcomes: Evidence from the Green-Certified Hotels of Egypt. Sustainability, 14(9), 5647. https://doi.org/10.3390/su14095647
Kar, S. K., & Harichandan, S. (2022). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290
Zaki, K. G. (2019). Using the mixed methods research to model the hotel performance measurement in Egypt: An example from a hotel chain. Journal of Global Business Insights, 4(1), 18–33. https://doi.org/10.5038/2640-6489.4.1.1054
Zaki, K. (2022). Implementing dynamic revenue management in hotels during Covid-19: Value stream and wavelet coherence perspectives. International Journal of Contemporary Hospitality Management, 34(5), 1768–1795. https://doi.org/10.1108/IJCHM-08-2021-1043
Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable Marketing and Consumer Support for Sustainable Businesses. Sustainable Production and Consumption, 27, 157–168. https://doi.org/10.1016/j.spc.2020.10.018
Kim, S., Yoon, J., & Shin, J. (2015). Sustainable business-and-industry foodservice: Consumers’ perception and willingness to pay a premium in South Korea. International Journal of Contemporary Hospitality Management, 27(4), 648–669. https://doi.org/10.1108/IJCHM-09-2013-0400
Mehrabian, A., & Russell, J. A. (1974). The basic emotional impact of environments. Perceptual and Motor Skills, 38(1), 283–301
Chou, S.-F., Horng, J.-S., Liu, C.-H. S., & Lin, J.-Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of Retailing and Consumer Services, 55, 102113. https://doi.org/10.1016/j.jretconser.2020.102113
Sharma, G. D., Taheri, B., Gupta, M., & Chopra, R. (2023). Over 33 years of the hospitality research: A bibliometric review of the International Journal of Contemporary Hospitality Management. International Journal of Contemporary Hospitality Management, 35(7), 2564-2589. https://doi.org/10.1108/IJCHM-04-2022-0499
Nath, P., & Siepong, A. (2022). Green marketing capability: A configuration approach towards sustainable development. Journal of Cleaner Production, 354(131727), 12. https://doi.org/10.1016/j.jclepro.2022.131727
Mandal, P. C. (2022). Promotion of Sustainable Marketing: Strategies and Initiatives. International Journal of Social Ecology and Sustainable Development (IJSESD), 13(1), 1–11. https://doi.org/10.4018/IJSESD.295972
Kotler, P., Bowen, J. R., Makens, J., & Baloglu, S. (2016). Marketing for Hospitality and Tourism. Pearson Education.
Rudawska, E. (2018). From sustainable market orientation to sustainability marketing. In E. Rudawska (Ed.), The sustainable marketing concept in European SMEs (pp. 53–79). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78754-038-520180004
Yin, C.-C., Chiu, H.-C., Hsieh, Y.-C., & Kuo, C.-Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69(November), 103070. https://doi.org/10.1016/j.jretconser.2022.103070
Mackay, C. M., & Schmitt, M. T. (2019). Do people who feel connected to nature do more to protect it? A meta-analysis. Journal of Environmental Psychology, 65, 101323. https://doi.org/10.1016/j.jenvp.2019.101323
Han, M. S., Hampson, D. P., Wang, Y., & Wang, H. (2022). Consumer confidence and green purchase intention: An application of the stimulus-organism-response model. Journal of Retailing and Consumer Services, 68(September), 103061. https://doi.org/10.1016/j.jretconser.2022.103061
Athwal, N., Wells, V. K., Carrigan, M., & Henninger, C. E. (2019). Sustainable luxury marketing: A synthesis and research agenda. International Journal of Management Reviews, 21(4), 405–426. https://doi.org/10.1111/ijmr.12195
Humphreys, A. (2014). How is sustainability structured? The discursive life of environmentalism. Journal of Macromarketing, 34(3), 265–281. https://doi.org/10.1177/0276146714521238
Casalegno, C., Candelo, E., & Santoro, G. (2022). Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations. Psychology & Marketing, 39(5), 1007–1021. https://doi.org/10.1002/mar.21637
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22–33. https://doi.org/10.1016/j.ijhm.2014.11.004
Peterson, M., & Lunde, M. B. (2016). Turning to sustainable business practices: A macromarketing perspective. In N. K. Malhotra (Ed.), Marketing in and for a Sustainable Society (Vol. 13, pp. 103–137). Emerald Publishing Limited. https://doi.org/10.1108/S1548-643520160000013013
De Medeiros, J. F., Ribeiro, J. L. D., & Cortimiglia, M. N. (2014). Success factors for environmentally sustainable product innovation: A systematic literature review. Journal of Cleaner Production, 65, 76–86. https://doi.org/10.1016/j.jclepro.2013.08.035
Amankwah-Amoah, J., Danso, A., & Adomako, S. (2019). Entrepreneurial orientation, environmental sustainability and new venture performance: Does stakeholder integration matter? Business Strategy and the Environment, 28(1), 79–87. https://doi.org/10.1002/bse.2191
Carlisle, S., Zaki, K., Ahmed, M., Dixey, L., & McLoughlin, E. (2021). The Imperative to Address Sustainability Skills Gaps in Tourism in Wales. Sustainability, 13(3), 1161. https://doi.org/10.3390/su13031161
McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11–12), 1186–1219. https://doi.org/10.1080/0267257X.2014.943263
Schrettle, S., Hinz, A., Scherrer-Rathje, M., & Friedli, T. (2014). Turning sustainability into action: Explaining firms’ sustainability efforts and their impact on firm performance. International Journal of Production Economics, 147, 73–84. http://dx.doi.org/10.1016/j.ijpe.2013.02.030
Morales, P. A., True, S., & Tudor, R. K. (2020). Insights, challenges and recommendations for research on sustainability in marketing. Journal of Global Scholars of Marketing Science, 30(4), 394–406. https://doi.org/10.1080/21639159.2020.1803757
Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality. Journal of Sustainable Tourism, 26(7), 1027–1042. https://doi.org/10.1080/09669582.2018.1488856
Engert, S., Rauter, R., & Baumgartner, R. J. (2016). Exploring the integration of corporate sustainability into strategic management: A literature review. Journal of Cleaner Production, 112, 2833–2850. https://doi.org/10.1016/j.jclepro.2015.08.031
Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260. https://doi.org/10.1080/13504620220145401
Naderi, I., & Van Steenburg, E. (2018). Me first, then the environment: Young Millennials as green consumers. Young Consumers, 19(3), 280–295. https://doi.org/10.1108/YC-08-2017-00722
Nica, E., Sabie, O.-M., Mascu, S., & Luţan, A. G. (2022). Artificial intelligence decision-making in shopping patterns: Consumer values, cognition, and attitudes. Economics, Management and Financial Markets, 17(1), 31–43. https://doi.org/10.22381/emfm17120222
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31–38. https://doi.org/10.1509%2Fjppm.30.1.31
Amatulli, C., De Angelis, M., Peluso, A. M., Soscia, I., & Guido, G. (2019). The effect of negative message framing on green consumption: An investigation of the role of shame. Journal of Business Ethics, 157(4), 1111–1132. https://doi.org/10.1007/s10551-017-3644-x
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal, 25(2), 157–165. https://doi.org/10.1016/j.ausmj.2017.04.011
De Roeck, K., & Maon, F. (2018). Building the theoretical puzzle of employees’ reactions to corporate social responsibility: An integrative conceptual framework and research agenda. Journal of Business Ethics, 149(3), 609–625. https://doi.org/10.1007/s10551-016-3081-2
Nguyen, T. D., & Nguyen, T. T. (2012). Psychological capital, quality of work life, and quality of life of marketers: Evidence from Vietnam. Journal of Macromarketing, 32(1), 87–95. https://doi.org/10.1177/0276146711422065
Yu, G. B., Sirgy, M. J., & Bosnjak, M. (2021). The effects of holiday leisure travel on subjective well-being: The moderating role of experience sharing. Journal of Travel Research, 60(8), 1677–1691. https://doi.org/doi.org/10.1177/00472875209663
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649
Sharma, P., Kong, T. T. C., & Kingshott, R. P. (2016). Internal service quality as a driver of employee satisfaction, commitment and performance: Exploring the focal role of employee well-being. Journal of Service Management, 27(5). https://doi.org/10.1108/JOSM-10-2015-0294
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97.
Unsworth, K. L., Dmitrieva, A., & Adriasola, E. (2013). Changing behaviour: Increasing the effectiveness of workplace interventions in creating pro-environmental behaviour change. Journal of Organizational Behaviour, 34(2), 211–229. https://doi.org/10.1002/job.1837
Steg, L., Dreijerink, L., & Abrahamse, W. (2005). Factors influencing the acceptability of energy policies: A test of VBN theory. Journal of Environmental Psychology, 25(4), 415–425. https://doi.org/10.1016/j.jenvp.2005.08.003
Darvishmotevali, M., & Altinay, L. (2022). Green HRM, environmental awareness and green behaviors: The moderating role of servant leadership. Tourism Management, 88, 104401. https://doi.org/10.1016/j.tourman.2021.104401
Schiffman, L. G. (2004). Consumer Behaviour (8th ed.). Prentice-Hall.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11–39). Springer.
Jebarajakirthy, C., Yadav, R., & Shankar, A. (2020). Insights for luxury retailers to reach customers globally. Marketing Intelligence & Planning, 38(7), 797–811. https://doi.org/10.1108/MIP-10-2019-0493
Xie, C., Chiang, C.-Y., Xu, X., & Gong, Y. (2023). The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store. Journal of Retailing and Consumer Services, 72, 103227. https://doi.org/10.1016/j.jretconser.2022.103227
Hecht, A. A., Perez, C. L., Polascek, M., Thorndike, A. N., Franckle, R. L., & Moran, A. J. (2020). Influence of food and beverage companies on retailer marketing strategies and consumer behavior. International Journal of Environmental Research and Public Health, 17(20), 7381. https://doi.org/10.3390/ijerph17207381
Grimmer, L. (2022). Lessons from the COVID19 pandemic: The case of retail and consumer service firms. Journal of Retailing and Consumer Services, 68, 103012. https://doi.org/10.1016/j.jretconser.2022.103012
General Authority for Statistics (Population Estimates in the Midyear of 2021, p. 1). (2022). [Estimates Report]. https://www.stats.gov.sa/sites/default/files/POP%20SEM2021E.pdf
Kline, T. (2005). Psychological Testing: A Practical Approach to Design and Evaluation. SAGE.
Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/10.3758/BRM.41.4.1149
Ringle, C. M., Wende, S., & Will, A. (2005). Smart PLS (Version 2.0. M3). Hamburg, Germany: University of Hamburg. www.smartpls.de
Su, L., & Swanson, S. R. (2017). The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists. Tourism Management, 60, 308–321. https://doi.org/10.1016/j.tourman.2016.12.011
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1–65. https://doi.org/10.1016/S0065-2601(08)60281-6
Toubiana, M. (2014). Business pedagogy for social justice? An exploratory investigation of business faculty perspectives of social justice in business education. Management Learning, 45(1), 81–102. https://doi.org/10.1177/1350507612454097
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of Method Bias in Social Science Research and Recommendations on How to Control It. Annual Review of Psychology, 63(1), 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration (Ijec), 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Ekström, K. M., & Jönsson, H. (2022). Orchestrating retail in small cities. Journal of Retailing and Consumer Services, 68, 103008. https://doi.org/10.1016/j.jretconser.2022.103008
Hoffman, A. J. (2018). The next phase of business sustainability. Stanford Social Innovation Review, 16(2), 34–39. http://ssrn.com/abstract=3191035
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
