Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior.

On "Green Marketing"

The effects of consumer attitude on green purchase intention: A meta-analytic path analysis

This study identified the effect of destination placement (present vs. absent) on consumers’ responses to the place and branded product and the subsequent effect on consumers’ intention to visit th...

Destination as Product Placement: An Advertising Strategy to Impact Beliefs and Behavioral Intentions

The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer's green purchase intentions.

Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge.

The prime objective of the currents study, is to investigate the link between green supply chain management (GSCM), quality management, economic performance and environmental performance. In addition to that, the current study is also examining the moderating role of quality management in the relationship between GSCM and environmental performance and economic performance. The structural equation modeling which a twostep process i.e. inner model assessment and outer model assessment is and is an upgraded version of multiple regression is used to answer the research questions. For several environmental programs, philosophy or principles of QM serves as a basic foundation. Presence of these philosophies are likely to improve GSCM operations and delivering considerable opportunities for performance achievement. Absence of these calls for implementing GSCM activities. The current study has used the AMOS to analyze the data collected from production managers of Indonesian manufacturing firms. The study will be helpful for policy makers in researcher in understanding the issues related to supply chain, its integration, flexibility, and internal performance.

Green supply chain management, environmental and economic performance: does quality management mater?

Article history: Received: May 16, 2018 Received in revised format: May 24, 2018 Accepted: July 31, 2018 Available online: August 1, 2018 Consumers’ consumption culture of the twentieth century has culminated into environmental degradation and its adverse consequences on health and the ecosystem. Despite these concerns, consumers still fail to purchase environmentally-friendly or green products due to the lack of awareness and belief about the benefits of such products. This study seeks to understand consumers’ attitude towards green products by investigating the effect of consumers’ green product knowledge, green product belief, environment affect and environmental concern on green product purchase intention drawing on the cognitive-affect-behaviour model. Multiple regression analysis was used to analyse the data from 348 Health workers from a South-eastern Health Institution in Nigeria and examined the proposed hypotheses. The result shows that green product purchase intention was significantly influenced by green product knowledge and environmental affect but no significant effect was found for green product belief and environmental concern. Environmental effects had the most impact on green product purchase intention. Therefore, it is recommended that marketers focus their marketing campaigns towards educating consumers on the availability and benefits of green products by using eco-labels and emphasizing the health and environment benefits of green products; appealing to consumers’ morals and emotions in marketing campaigns for green products to spur consumers’ interest in green products and adopting a green lifestyle.

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Benson E. Achi

Papers

Cognitive-affective predictors of green purchase intentions among health workers in Nigeria