• Journal of Distribution Science
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• v.20 no.4
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• pp.33-50
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• 2022

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.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.433-444
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• 2021

The study seeks to identify the factors affecting the green marketing element of students' food purchasing decision at Co-opMart supermarket chain in Ho Chi Minh City through the application of a mix of qualitative and quantitative research methods that include probability sampling and convenient sampling of 400 students from Ho Chi Minh City University of Technology (HUTECH). The data are analyzed with SPSS software using Cronbach's Alpha, Exploratory Factor Analysis, Multiple Linear Regression and PATH model to test the model through the intermediate variable 'student's perception' and the hypotheses, identifying the green marketing effects on HUTECH students' food purchasing decisions at Ho Chi Minh City Co-opMart supermarket chain. The results of the study identify four factors of the green marketing mix (4Cs), namely, green commodity, green cost, green convenience, and green communication. All these factors have an influence on the student's food purchasing decision at Co-opMart supermarket. Cost is the strongest factor eliciting student's interest in purchasing green products, followed by convenience, then communication. Commodity has the least impact on green purchasing decision. This study proposes some feasible solutions for Co-opMart managers to attract more students using green food in the complex situation of contaminated food, which is extremely harmful to consumers' health.

• Culinary science and hospitality research
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• v.5 no.1
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• pp.175-204
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• 1999

Today, the hotel industry in a whole are facing serious problems with a number of reasons. To overcome this situation, Customer-Oriented Marketing is considered to be a solution for the hotel F & B management, due to the potential of F & B department. The main purpose of this study was to present the Food and Beverage Marketing Mix Strategies suitable for the market characteristics. To achieve the purpose of this study, theoretical and empirical approaches were used. In review of theoritical background, basic concepts and characteristics of hotel F & B, hotel F & B marketing environment, and hotel F & B marketing mix were studied. Based on the theoritical studies and previous studies, F & B marketing mix sub-components were chosen. In this research, F & B 5P's and 1I marketing mix are discussed, they are Product, Price, Promotion, People, Physical evidence and Image. Through the survey, a number of important segment markets are emerged, which lead to essential segment markets ; business, conference and leisure market. F & B marketing mix strategies as follows. First, for the physical evidence mix, to build up the position as deluxe hotels, it is necessary to matte an investment in technical and decorative components. Second, for the people mix, to assure the service quality, the education and training programs for employee are required. Third, for the image mix, to ensure the image of hotel brand strength, the consideration for public area layout, restaurant and bar ambience, and green policy are required. Fourth, for the product and price mix, to differentiate the F & B, it is necessary to offer thorned and ethnic cuisine, and signature restaurants. Fifth, for the promotion mix, to attract more cumstomers, creative and various promotion activities, and long-term investment in customer-oriented marketing are required. There were some limitations in this study. That is, most of hotels don't operate the concrete and effective F & B marketing, have difficulty in getting data base for F & B customer. Despite their limitations, this study add some values to hotel F & B management in that it introduce the service marketing mix strategies to hotel F & B marketing.

• Korean Journal of Organic Agriculture
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• v.15 no.1
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• pp.25-42
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• 2007

Hansalim is a cooperative organization dealing with environmental-friendly/organic products(EFOP), which is pursuing both movement and business. Hansalim consists of producer's organizations and consumer's organizations, and always talks over organization structures and management directions all together. Hansalim has the movement goal of values and a world view for all lives, and so produces, distributes and consumes the EFOP as a way of achieving the goal. Hansalim was founded in 1986, and has about 130,000 members, the total sales of about 93.6 billions, 19 regional hansalims and one logistics center in 2006. Product strategy and promotion strategy are remarkable among green marketing mix of hansalim. Product strategy focuses safety, the environmental intimacy, differentiation and superiority of products. And the characteristics of promotion strategy are spontaneity, the self-control, cooperative spirit, mutual trust and close relationship among producers, consumers and staffs in charge.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.