[论文解读] The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty

Erfan Mohammadi, Mohammadmahdi Barzegar+1 more|arXiv (Cornell University)|Dec 27, 2023

Environmental Sustainability in Business被引用 5

一句话总结

本研究探讨了环保营销策略如何影响食品出口公司的品牌忠诚度，基于对六家公司的182名员工和管理人员的调查。结果显示，所有绿色营销维度——绿色产品、促销、分销和定价——均显著且积极地影响品牌忠诚度，凸显了在消费者留存方面可衡量的“绿色优势”。

ABSTRACT

The idea that marketing, in addition to profitability and sales, should also consider the consumer's health is not and has not been a far-fetched concept. It can be stated that there is no longer a way back to producing environmentally harmful products, and gradually, governmental pressures, competition, and changing customer attitudes are obliging companies to adopt and implement a green marketing approach. Over time, concepts such as green marketing have penetrated marketing literature, making environmental considerations one of the most important activities of companies. For this purpose, this research examines the effects of green marketing strategy on brand loyalty (case study: food exporting companies). The population of this study consists of 345 employees and managers of companies like Kalleh, Solico, Pemina, Sorben, Mac, Pol, and Casel, out of which 182 were randomly selected as a sample using Cochran's formula. This research is practical; the required data were collected through a survey and questionnaire. The research results indicate that (1) green marketing strategy significantly affects brand loyalty. (2) Green products have a significant positive effect on brand loyalty. (3) Green promotion has a significant positive effect on brand loyalty. (4) Green distribution has a significant positive effect on brand loyalty. (5) Green pricing has a significant positive effect on brand loyalty.

研究动机与目标

• 探讨绿色营销策略对食品出口行业品牌忠诚度的影响。
• 识别绿色营销各组成部分——产品、促销、分销和定价——中哪些对消费者忠诚度影响最为显著。
• 评估环境因素在日益增长的可持续性期望背景下，对塑造长期客户关系的作用。
• 为寻求通过绿色营销获得竞争优势和客户留存的公司提供实证证据。

提出的方法

• 采用 Cochran 样本量公式，对六家食品出口公司的182名随机选取的员工和管理人员进行了定量调查。
• 数据收集依赖于结构化问卷，用于测量绿色营销各维度与品牌忠诚度的关系。
• 通过推断性统计方法进行数据分析，检验绿色营销策略与品牌忠诚度之间关系的显著性。
• 本研究采用实用的、基于问卷的调研设计，评估食品出口领域的真实应用场景。
• 通过经验证的调查项目对变量进行操作化定义，并对测量的一致性进行信度与效度评估。
• 通过假设检验，测试了绿色营销各组成部分对品牌忠诚度的直接影响。

实验结果

研究问题

• RQ1 绿色营销策略在多大程度上影响食品出口公司的品牌忠诚度？
• RQ2 在环保营销背景下，绿色产品如何具体影响消费者忠诚度？
• RQ3 绿色促销对食品出口产品消费者的品牌忠诚度有何影响？
• RQ4 绿色分销在环保意识强的市场中如何影响消费者留存与忠诚度？
• RQ5 绿色定价在提升可持续食品品牌忠诚度方面发挥何种作用？

主要发现

• 整体绿色营销策略对食品出口公司的品牌忠诚度具有显著的正面影响。
• 绿色产品显著提升品牌忠诚度，表明消费者更偏好环保可持续的食品。
• 绿色促销策略，如环保标签和环境广告，显著提高消费者忠诚度。
• 绿色分销实践，包括可持续物流和包装，显著促进品牌忠诚度。
• 绿色定价——以公平且可持续的价格提供环保产品——对消费者留存具有显著的正面影响。
• 绿色营销的四个维度（产品、促销、分销和定价）均独立且显著地影响品牌忠诚度，证实了全面的绿色优势。