Received: 11 August 2019 Revised: 10 September 2019 Accepted: 25 September 2019

DOI: 10.1002/bse.2401

RESEARCH ARTICLE

The influence of green marketing strategies on business

performance and corporate image in the retail sector

Chipo Mukonza | Ilze Swarts

Faculty of Management Sciences, Tshwane

University of Technology (Polokwane Campus),
Polokwane, South Africa
Correspondence
Chipo Mukonza, Faculty of Management
Sciences, Tshwane University of Technology
(Polokwane Campus), Polokwane, South Africa.
Email: chiponyam@gmail.com
Abstract
Green marketing strategies are employed by many enterprises to enhance their cor-
porate image and business performance. Green marketing is perceived as the commit-
ment of a business or an organisation towards the development of safe, eco‐friendly
goods and services by employing recyclable and easily decomposed packaging, better
pollution prevention methods, and a more efficient use of energy. Against this
background, the study followed a case study approach using South Africa's retail
giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry
out in‐depth interviews and administer questionnaires with senior management of
the selected retailers. In addition, document and website analyses were used for
triangulation purposes. Path analysis and content analysis were used to establish
the correlation. The study established that green marketing strategy has a positive
effect on corporate image and on business performance. The paper recommends that
if enterprises are to sustain competitive advantage, particularly in the retail sector, it is
in their best interest to adopt green marketing strategies.

K E YW O RD S

business performance, green marketing, influence, relationship

1 | IN T R O DU C T ION environmentalists indicate that people are concerned about the

Green economy has been promoted across the globe as it seeks to
grow the economy and improve the well‐being of the society, while
simultaneously protecting the environment. According to Rodgers
(2016), green economy policies and strategies, if totally embraced, will
create business opportunities, create green jobs, and improve the live-
lihood of the world's poor. Green growth means fostering economic
development while ensuring that the environment is protected for
the next generation. Green economy initiatives catalyse on investment
and innovation, which will underpin sustained growth and give rise to
new business opportunities (OECD, 2011:9). To this end, enterprises
and organisations are moving towards implementing green marketing
practices. There are several push‐and‐pull reasons for firms and
managers to adopt green marketing, including, among other reasons,
rules and regulations (King & Institute of Directors, 2016) and pressure
from educated and digitally empowered consumers. Studies by
environment and are changing their behavioural pattern (Robbins &
Coulter, 2016; Strydom, 2011). Green environmental considerations
are playing an ever‐increasing role in the choices that consumers
make. Lastly, environmental activists have also added pressure and
their voice on the need to have environmentally friendly products.
As businesses move towards becoming green, they often release
detailed report on their environmental performance and they pursue
standards developed by the non‐governmental International Organiza-
tion for Standardization (ISO). Firms and enterprises have adopted
green marketing to increase their sales, profits (business performance),
and ultimately, their corporate image (Emeizan, Wahab, Zainon, &
Obaid, 2016).
Sarkar (2012) states that green marketing activities include product
modification, changes to the production process, packaging changes,
remodelling, and stylising as well as modifying advertising. Green
marketing further includes industrial ecology and environmental

838 © 2019 John Wiley & Sons, Ltd and ERP Environment wileyonlinelibrary.com/journal/bse Bus Strat Env. 2020;29:838–845.
MUKONZA AND SWARTS
sustainability, life‐cycle analysis, material use and resource flows, and
eco‐efficiency (Nadaf & Nadaf, 2014). Chang (2011) and Chen (2008)
are of the view that developing green innovations is a win‐win solution
in an endeavour to resolve conflict between economic development
and environmental protection.
Tiwari, Tripathi, Srivastava, and Yadav (cited in Hasana & Ali, 2015)
contend that green marketing is still in its early stages and, as such,
there is a need for more research to be carried out. Against this back-
ground, the present study sought to understand the relationship
and/or the influence of green marketing strategies on business perfor-
mance and corporate image. The two objectives of the study were (a)
to analyse the green marketing strategies of two of the largest retailers
in South Africa, Woolworths and Pick n Pay, and (b) to determine the
influence of green marketing strategies on business performance and
corporate image in the selected retail sector.
This paper extends the literature on green marketing strategies,
especially in the retail sector. It contributes to the theory of dynamic
capabilities backed by resources of the firm. The paper is structured
as follows: The first section is the introduction and background,
followed by a comprehensive literature review on green marketing
strategy, business performance, and corporate image. The third section
provides the theoretical framework, whereas the fourth section high-
lights the material and methods used in the study. The fifth section
provides the results and discussion of the study. The last section high-
lights recommendations and conclusions of the study.
2 | LI T ER AT UR E REV I EW
2.1 | Green marketing strategy
It has been accentuated that firms need to incorporate green market-
ing strategies to achieve sustainable competitive advantage (Makower,
2009). The current environmental problems facing the world require
managers to formulate strategies that preserve and protect the natural
resources (Millar, Hind, & Magala, 2012). In fact, green marketing is no
longer a niche area, but rather a necessity that is imperative to imple-
ment (Cavicchi, 2012). Emerging new green industries indicate the
positive attraction that green growth has received from the marketers
across the globe (Kautish & Sharma, 2019). Documented public evi-
dence indicates that companies, firms, and businesses that were once
traditional manufacturing companies that have adopted and switched
to green philosophies have become more profitable and have an edge
when compared with their counterparts (CDP, 2017; Taylor, Chuang,
& Yang, 2013). It is therefore important to have research on the sub-
ject of green marketing as it has implications on business strategy
and public policy.
Green marketing mix comprises a set of marketing tools and
elements “that allows a firm to serve the target market and achieve
organizational goals without harming the natural environment”
(Al‐Salaymeh, 2013). Welford (2000) defines green marketing “as the
management process responsible for identifying, anticipating and sat-
isfying the requirements of customers and society, in a profitable and
839
sustainable way.” The term “green marketing” refers to the “holistic
management process responsible for identifying, anticipating and
satisfying the needs of customers and society, in a profitable and
sustainable way” (Do Paco, Raposo, & Leal Filho, 2009). Sustainability
marketing is a large component of business efforts toward sustainabil-
ity; it is defined as “planning, organizing, implementing and controlling
marketing resources and programmes to satisfy consumers' wants and
needs, while considering social and environmental criteria and meeting
corporate objectives” (Belz & Peattie, 2009).
According to Fuller (1999), businesses that fail to adopt and imple-
ment innovative green marketing strategies will struggle in this com-
petitive, dynamic emerging global market. Moreover, such firms do
so at their own peril and run the risk of being labelled as uncompetitive
and unresponsive to the changing environment. Studies by Ottman,
Stafford, and Hartman (2006) indicate that green marketing aids in
businesses by increasing their market share and accumulating more
profit. This study consequently sought to investigate the influence of
green marketing strategies on business performance in the retail
sector (Emeizan et al., 2016).
Previous research studies have shown that marketers can use var-
ious aspects of the green marketing mix to have a competitive advan-
tage by producing green products that help “meet present needs
without compromising the ability of future generations to meet their
own needs” (Do Paco et al., 2009). Therefore, the question that the
study sought to answer is how can green marketing strategies (green
product, green price, green distribution, green promotion, green peo-
ple, green process) be used to improve the performance of businesses
as well as enhance its corporate image? The next section clarifies some
of the definitions that have been used as far as green marketing
strategies are concerned.
2.1.1 | Definitions and conceptualisation of issues
“Green products” are recyclable, reusable, and biodegradable eco‐
friendly packaging that are known to have low adverse environmental
impact (OECD, 2011:19). Green products have created new business
opportunities in their market offerings and promoted businesses to
become environmentally responsible (Al‐Salaymeh, 2013; Tripathi &
Pandey, 2018). Studies have also indicated that there is a positive cor-
relation between the effective development and promotion of green
products and performance of the firm (Tomasin, Pereira, Borchardt,
& Sellitto, 2013). In addition, the implementation of green marketing
strategies also helps to deal with noise problems and wastage and
serves as an opportunity to generate beneficial products (Tomasin
et al., 2013). Although business are institutions that have been
established to make profits and increase sales, contemporary
businesses are taking further steps to reduce their carbon footprint.
“Green pricing” considers both the economic and environmental
costs of production and marketing while providing value for customers
(Tripathi & Pandey, 2018).
“Green promotion” is an effective awareness tool of communicat-
ing, informing, and reminding stakeholders about their commitment
840
and achievements towards environmental preservation efforts (Belz &
Peattie, 2009; Dahlstrom, 2011).
“Green distribution” involves the selection of channels that ensures
that there is minimal environmental damage. Arseculeratne and
Yazdanifard (2014) posit that green distribution activities include
ensuring that there is environmental performance in the value chain
in the monitoring and control programmes of the firm. Firms, in green
distribution work with the intermediaries and channel partners to use
green products, reuse and recycle arrangements and, in the process,
ensure that customers also recycle.
“Green people” involve impressing upon a green mindset and
implementing this thinking in daily activities (Millar et al., 2012).
“Green processes” involve the eco‐labelling of stores and eco‐
certifying warehouses with ISO 14000 processes that are consistent
with the principles of eco‐labelling in raw materials, production,
logistics, transportation, warehouses, stores, and offices (Yeo &
Youssef, 2010).
Green product and distribution activities have a direct effect on the
firm's product market performance. Green pricing and promotion prac-
tices are directly and positively related to the firm's return on equity
(Leonidou, Katsikeas, & Morgan, 2013). Hasana and Ali (2015)
explored green marketing strategies adopted by Malaysian certified
ISO 14001 electronics manufacturing services firms. They concluded
that green innovation and the green promotion have a positive effect
on the firm's performance.
Hasana and Ali (2015) posit that there is a rising trend of con-
sumers who are willing to spend for green products. However, having
identified and conceptualised what could be labelled as the 6Ps of
green marketing, the study would like to establish how these are being
implemented in selected retailer shops and to what extent have they
assisted in improving business performance and corporate image.
The next section discusses and conceptualises business performance.
2.2 | Business performance
The business operating landscape is changing considerably as a result
of the increasing need to move towards environmentally sustainable
practices and certain environmental laws. In this regard, businesses
are putting in place measures of adopting green practices in ways that
can benefit their performance (Leonidou et al., 2013). Chen, Lai, and
Wen (2006) contend that investing in green product innovation and
green process has a positive impact on businesses. Hasana and Ali
(2015) argue that although firms' performance is gauged based on
the economic performance (their financial returns, market share, and
sales growth) and operational performance, green marketing strategy
contributes to the firms' profitability and competitive advantage and
encourages a greener pattern of consumption among consumers
(Hasana & Ali, 2015).
The study of Emeizan et al. (2016) established that the adoption of
a green marketing strategy has a huge impact on increasing the sales
volume of green cars. Moreover, green marketing strategies aid in
enhancing total quality management. Green marketing offers new
business opportunities, new markets, and new segments of consumers
MUKONZA AND SWARTS
and offers a new unique product positioning (Chen, 2010). Wanjohi,
Gachoka, Kihoro, and Ogutu (2013) and Emeizan et al. (2016)
established that there is a positive relationship between environmental
green practices in the service industry and performance. Against this
background, the study had the following hypothesis:
H1: Green marketing strategies can have a significantly positive
influence on business performance.
A strong correlation is found between environmental issues and
the financial performance in the form of Return on Investment, earning
growth and sales growth, and market share (Klassen & McLaughlin,
1996). Wu and Lin (2016) explored the influence of green marketing
strategies on business performance by surveying all 1,287 organic
farms certified and registered in Taiwan. They concluded that organic
farms are able to enhance their corporate image through green
marketing strategies, thereby improving their business performance.
Although there is abundant evidence of the positive effects of green
activities on a firm's performance, a more in‐depth understanding of
the impact of green marketing strategies on firm performance is imper-
ative (Cronin, Smith, Gleim, Ramirez, & Martinez, 2011).
2.3 | Corporate image
There is a saying that states that first impressions last. Even in busi-
nesses, corporate image is everything as it provides the overall impres-
sion of an enterprise (Ditcher, 1985). Research has indicated that
green marketing strategies increase business efficiency and improve
corporate image, subsequently leading to the success of the business
(Arseculeratne & Yazdanifard, 2014; Rambalak, Dokania, & Pathak,
2016; Yeo & Youssef, 2010). There is burgeoning literature on the var-
ious perceived benefits of green marketing strategies, which include
but are not limited to good corporate image, waste control and cost
minimisation, increasing customer satisfaction, and increasing produc-
tivity (Emeizan et al., 2016). Numerous benefits exist for businesses
that imbibe and develop green marketing strategies, as they simulta-
neously reduce environmental contamination and promote their cor-
porate image (Foote, Gaffney, & Evans, 2010; Menguc & Ozanne,
2005). Corporate image comprises three sub‐aspects, including “insti-
tution image, functional image, and merchandise image” (Walters &
Paul, 1978).
In addition, green marketing strategies can improve a company's
corporate reputation and, in the process, increase profits (Chen,
2010; Dangelico & Pujari, 2010). However, Kline (2008:89) believes
that those who were involved in green marketing in the 1990s have
missed some basic facts, especially the fact that communication alone
is not enough and may even be dubious because the most beautiful
green messages come out of the dirtiest industries. Kline (2008) refers
to this as “the green misleading.” This discussion on corporate image
led to the following hypothesis:
H2: A green marketing strategy can have a significantly positive
influence on corporate image.
The following section provides the theoretical framework under-
pinning the study.
MUKONZA AND SWARTS
3 | T H E O R E T I C A L FR A M E W O R K
In light of the changing climate, efforts towards preserving the envi-
ronment and reducing carbon emission have gained traction. To this
end, more consumers are increasingly inclined to pay for green prod-
ucts (Chen & Chang, 2012). Hence, consumers are prone to purchase
green products (Yunus & Rahman, 2014). As a result, more and more
companies are redesigning and redeveloping their products into green
products. The extent of adopting green marketing strategies depends
on the resources of the company and their dynamic capabilities. The
following theories are explained in detail.
3.1 | Resource‐based view
The resource‐based view theory view resources and capabilities that
are valuable, rare, and imitable as the basis of sustainable competitive
advantages (Barney, 1991). In this regard, resource‐based view has
two different viewpoints.
“The focus of the steady‐state perspective is on a firm's ability to
gain and sustain competitive advantage; and the focus of the dynamic
capabilities perspective is on a firm's ability to adapt to and take
advantage of the dynamic environment”.
Dynamic capabilities imply that firms are not competing in only
their ability to exploit their existing resources and organisational
capabilities, but also in their ability to renew and develop their
organisational capabilities to fit the uncertain environment (Teece &
Pisano, 1994; Teece, Pisano, & Shuen, 1997).
Against the increased pressure from consumers and regulations to
develop green products and greener processes, firms in the retail
sector need to possess strong, solid organisational capabilities to sus-
tain competitive advantage. Green dynamic capabilities, according to
Teece et al. (1997:34), have been defined as the “the ability of a com-
pany to exploit its existing resources and knowledge to renew and
develop its green organisational capabilities to react to the dynamic
market.” The study therefore identified Woolworths; Pick n Pay in
the past decade have proved to be one of South Africa's retail giants
with a significant market share. Figure 1 provides the research frame-
work of the study.
FIGURE 1 Research framework of the study(Source: Author's own Illustration) [Colour figure can be viewed at wileyonlinelibrary.com]
841
4 | A P PR O AC H A N D ME T H OD O LO G Y
This study was based on a cross‐sectional perspective and on a three‐
pronged approach, which began by comprehensive literature review.
This helped in formulating the research framework and the interview
guide. The study sought to understand the relationship between green
marketing strategies on business influence and corporate image. To do
so, there was a need to first identify the green marketing strategies
that are being employed. Against this background, the four known Ps
in marketing and the additional ones were used in the study to have
6Ps, namely green products, green pricing, green promotion, green
distribution, green people, and green processes.
A case study was employed where two retail shops, namely Pick n
Pay and Woolworths, were investigated and observed and in‐depth
interviews were carried out. According to Bromley (1991), a case study
research is a systematic inquiry into an event or a set of related events,
which aims to describe and explain the phenomenon of interest.
Stratified purposive sampling was then employed. Document and
website analyses were carried out. Maree (2007) defined “stratified
purposive sampling as selecting participants according to preselected
criteria relevant to a particular research question.”
The interview guide was divided into six aspects (products/packag-
ing, pricing, promotion, place, processes, people).
Path analysis was used to analyse the relationship and the direction
of the relationship. Content and website analyses were used to
determine some of the green marketing strategies that are being
implemented by Woolworths and Pick n Pay. To ensure validity, a
provisional version of the interview guide was presented to experts
in the field for their comments before finalising the instrument.
5 | R ES U LT S AN D D I S C U S SI O N
The study had twin objectives. The first objective of the study was
to identify green marketing strategies employed by Pick n Pay and
Woolworths. To determine this objective, the study used the familiar
four elements of the marketing mix (price, place, product, and pro-
motion) and two additional Ps, namely green people and green
processes.
842
As the retail industry embraces the green revolution, faced with
environmentally conscious consumers and the need to comply to
regulation, they have adopted several green marketing strategies
encapsulated in the marketing mix. The study was based on two case
studies of Woolworths and Pick n Pay, as alluded to in the methodol-
ogy section. Pick n Pay was used because in 2009, it received the
Brand Grand Prix Award for promoting green issues and was subse-
quently invited to join the Clinton Global Initiative. In 2014, Pick n
Pay was awarded the Eco‐Logic Award for Climate Change.
Woolworths in the past decade has been synonymous with promoting
green values and being a leading South African retailer that offers a
range of primarily private label products.
5.1 | Green products
According to Retailer News (2018), Woolworths is the only retail store
in South Africa to receive a five‐star rating certified by the Green
Building Council South Africa. Further dissecting what Woolworths
has implemented indicates that they have taken efforts to reduce
waste sent to landfills from their operations. Woolworths works in
partnership with World Wildlife Fund South Africa to drive further
progress in dairy, beef, seafood, and textiles production as well as
addressing food waste (Good Business Journey Report, 2016).
On the other hand, Pick n Pay launched the PnP Green range, with
representation in kitchen, household, bathroom, and personal care cat-
egories. The packaging in this range conforms to environmentally
sound principles and is 100% recyclable. In addition, most of their
ingredients are made from sustainable, natural materials, which are less
harmful to the environment. Their product range has been endorsed
by the Department of Environment and Tourism's Indalo Yethu initia-
tive; it has become the first green range to be endorsed by the South
African government. A percentage of profits are donated to the Indalo
Yethu Wetlands Project. By the end of 2015, Pick n Pay became the
first African retail shop to sell only sustainable products across their
entire fresh, frozen, and canned seafood range. This follows an inter-
national trend to source only from sustainable fisheries, thereby
transforming their seafood operations. Pick n Pay sells hake products
bearing the globally recognised Marine Stewardship Council eco‐label.
Through this initiative Pick n Pay is on course providing a range of cer-
tified products. Pick n Pay, the World Wild Fund for Nature's and
Southern African Sustainable Seafood Initiative (PICK n PAY, 2017).
The two case studies show that Pick n Pay and Woolworths have
resorted to greener products. The quality of products and services
and their corporate image are key mediating variables between green
marketing strategy and business performance (Hasana & Ali, 2015).
5.1.1 | Green packaging
Packaging is important in protecting products; hence, retailers must
find ways to support consumers in their efforts to recycle and, in the
process, boost the country's recycling industry.
Woolworths is in the process of introducing zero packaging waste.
Woolworths is also planning to phase out non‐recyclable plastic
MUKONZA AND SWARTS
packaging for its own products as well as plastic shopping bags, straws,
and earbuds by 2022 (Retailer News, 2018; Good Business Journey
Report, 2016).
In a statement released on 5 June 2018, Woolworths indicated
that it aims to have none of its packaging end up in landfills, which will
require the introduction of 100% recyclable materials and a supportive
recycling infrastructure by 2022. Some of the initiatives that are being
rolled out by Woolworths include
• “Plastic straws are no longer available for purchase in store”
(Retailer News, 2018);
• “Paper‐stemmed earbuds will be on the shelves by the end of
October and plastic earbuds will no longer be sold in store”;
• “A pilot coffee cup recycling programme is currently underway,
with a view to rolling out nationally”;
• “The retailer is trialling reverse recycling vending machines, where
customers can bring in their recyclables and put them into the
vending machine so that they can be recycled”;
• “Woolworths is also trialling a new range of affordable reusable
shopping bags.”
In December 2018, Pick n Pay launched the “Make Plastic Bags
Extinct” campaign with a series of initiatives, including a design
competition for limited‐edition designer eco‐friendly bags. Pick n Pay
has also been leveraging the eco‐friendly packaging as part of its
advertising programme to help draw in new environmentally conscious
customers.
5.2 | Green pricing
The criteria for purchase decisions are usually focused on product per-
formance, price, whether the product is healthy, and whether the
product is easy to get (Villano, 2011). Generally, the prices of greener
products are a bit high; this can be observed within Woolworths and
Pick n Pay. However, the challenge that is often faced by marketers
is to identify which consumers are willing to pay more for environmen-
tally friendly products, promotions with price incentives such as quan-
tity and frequency discounts, coupons, and rebates to increase interest
and trialability.
5.3 | Green promotion
Pickett‐Baker and Ozaki (2008) highlighted that most consumers are
still experiencing challenges regarding identifying greener products.
This is mainly because most green messages labels are falling flat and
not making an impression in the minds of shoppers. Green advertise-
ments are communicated to consumers with the aim of building an
environmentally responsible corporate image (Keh & Xie, 2009).
Woolworths has positioned itself through its brand image, subtle
advertising messages, and innovations that have contributed in
cementing its stranglehold. In addition, Woolworths has rolled out its
digital strategy as more and more consumers are becoming technology
MUKONZA AND SWARTS
savvy. This has helped in positioning Woolworths as a green retail
shop that has organic products.
Through effective communication, Pick n Pay aims to create an
awareness of environmental issues amongst its employees, customers,
and local communities.
The case studies indicate that green promotion is a tool that, if
adopted, can be effective in increasing sales and raising awareness of
green products.
5.4 | Green distribution
Woolworths also ensures the best quality of fruit and vegetables by
not supporting the use of processes that artificially extend the growing
season. It has a range of organic farmers who subscribe to the ideals of
building soil fertility, minimising damage to the environment, working
with rather than against natural systems, and respecting the welfare
of animals (Strydom, 2011). In the process, Woolworths has contrib-
uted significantly to encouraging cleaner farming practices that are
better for the environment.
Green distribution programmes with Pick n Pay entail activities
that aim to improve environmental performance in the demand chain
of the firm.
5.5 | Green processes
Green marketing subsumes greening products as well as greening firms
(Arseculeratne & Yazdanifard, 2014; Vaccor, 2009). In Woolworths, as
part of the scanning and sorting of recyclable items, the user immedi-
ately receives an SMS confirmation of their deposit and an encourag-
ing congratulation on being an “eco‐warrior” (Retailer News, 2018).
The zero waste to landfill programme has been supported by many
Woolworths and Pick n Pay customers. Woolworths' good business
journey aims to reduce the company's impact on the environment,
create sustainable green products, and become more active in local
community development.
In the end, the green products and green processes have helped
Woolworths to become synonymous with innovation, quality, and
value for money. In the process, their profits and sales are increased,
and their corporate image is improved.
5.6 | Green people
People in the service marketing mix refer to the people offering the
service or to the employees of the organisation. According to the
Good Business Journey Report (2018), Woolworths educates and
influences its employees, customers, and suppliers regarding responsi-
ble production and consumption. Responsible green production and
consumption is a culture that is embedded within the store.
Consumers are environmentally conscious and opt for eco‐friendly
products (Haanpaa, 2007). As a result, consumers have been
responding to brands that promote environmental responsibility
(Haery, 2013).
843
5.7 | The influence of green marketing strategies on
business performance and corporate image
Path analysis was used to establish the influence of green marketing
strategies on business performance and corporate image. The results
of path analysis are highlighted in Table 1 below.
Green marketing strategy had a positive influence on business per-
formance and corporate image, thereby supporting H1 and H2. Wu
and Lin (2016) opined that “green marketing strategy appears not to
enhance business performance directly; however, it can have a posi-
tive influence on the quality of products and services as well as on cor-
porate image, thereby promoting business performance.” Chen (2008)
and Polonsky (2011) established that green marketing programmes
(special initiatives adopted by the firms) strongly influence the corpo-
rate image of a firm in positive direction.
In addition to supporting the findings of this study, Woolworths
and Pick n Pay have been seeing an increase in sales especially in
the food sector since 2014. This paper argues that the implementation
of green marketing strategies has also contributed to this impressive
sales increase in business. The reason for this is that consumers are
increasingly looking out for products and firms that seek not to harm
the environment. By adopting green marketing strategies, retailers
add value to their business and consequently promote a good corpo-
rate image. Sustainability practices in the retail sector are no longer
nice to have but a necessity.
6 | M A N A G E R I A L A N D PO L I C Y
I M P L IC A T I O N S
The study has established that there is a positive influence between
green marketing strategies and corporate image. This puts pressure
on managers as there is a need to invest in developing green strategies
and green policies and green products that will be favoured by cus-
tomers. Many of the environmental problems are deeply rooted in
the human behaviour, and it can be managed by changing/modifying
the relevant behaviour to lessen its impact on the environment (Steg
& Vlek, 2009).
7 | R EC O M ME ND AT I O N S
The results of the study require that managers in the retailing sector
continuously do research and come up with greener innovations and
greener processes. Haery (2013) is of the view that due to change of
direction of consumers' purchasing models and the need for greener
products, new business opportunities have been created for green
TABLE 1 Results of path analysis
Standard Standard p
Construct coefficient error Value significant Decision
H1 0.551 1.21 0.268 .001 Supports
H2 0.335 0.89 0.366 .000 Supports
844
marketing and selling of environmental products. Therefore, firms
must formulate green marketing strategies that are customer‐oriented
for sustainable competitive advantage.
8 | CONCLUSIONS
Green marketing strategies are gaining traction as a strategic initiative
in the retailing sector companies, and they are used as a tool to
enhance these companies corporate image and business performance.
The study established that there is positive relationship between green
marketing strategies, business performance, and corporate image. This
has managerial and policy implications. Consumers are increasingly
looking out for green products and firms that seek not to harm the
environment.
OR CI D
Chipo Mukonza https://orcid.org/0000-0002-1938-4425
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How to cite this article: Mukonza C, Swarts I. The influence
of green marketing strategies on business performance and
corporate image in the retail sector. Bus Strat Env. 2020;29:838–845.
https://doi.org/10.1002/bse.2401
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