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http://dx.doi.org/10.15722/jds.20.04.202204.33

Conceptualizing 5G's of Green Marketing for Retail Consumers and Validating the Measurement Model Through a Pilot Study  

ANSARI, Hafiz Waqas Ahmed (Department of Marketing, School of Business Management, Universiti Utara Malaysia)
FAUZI, Waida Irani Mohd (Department of Marketing, School of Business Management, Universiti Utara Malaysia)
SALIMON, Maruf Gbadebo (Department of Marketing, School of Business Management, Universiti Utara Malaysia)
Publication Information
Journal of Distribution Science / v.20, no.4, 2022 , pp. 33-50 More about this Journal
Abstract
Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers' green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald's Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G's of green marketing for retailing businesses and consumers' green purchase behavior.
Keywords
Government Policies; Green Marketing Mix; Retailing of Energy-Efficient Electric Appliances; Green Purchase Behavior; Pilot Study; SEM; Stimulus-Organism-Response (SOR) Model;
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