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Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China: a logistic regression approach

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Abstract

Sustainability has become the top priority for many businesses in the current era, and green marketing strategies are used to encourage the purchase of environmentally friendly goods. The research aims to analyze green marketing strategies and their impact on consumer behavior toward the environment in China. The study uses a logistic regression approach for data analysis. We found that environmental concerns and beliefs (ECB), Eco Labeling (EL), green packaging and branding (GPB), and green product, premium, and pricing (GPPP) have positive associations with consumers’ attitudes and behaviors toward the environment. This study concludes that EL, ECB, EL, GBP, and GPPP are significant tools of green marketing strategies that considerably improve customers’ environmental attitudes. The firm managers may adopt these green marketing strategies to achieve revenue and sustainable environmental goals. Furthermore, the government may provide incentives such as lower cooperate tax on green products industries, while private and public banks may provide subsidized loans to the green marking industries in the country.

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Data availability

The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.

Abbreviations

ECB:

Environmental concerns and beliefs

EL:

Eco labeling

GPB:

Green packaging and branding

GPPP:

Green product, premium, and pricing

USD:

United States dollars

CO2 :

Carbon dioxide emissions

EL:

Environmental loyalty

CBTE:

Customer attitudes toward the environment

ECB:

Environmental beliefs and concerns

UAE:

United Arab Emirates

TRA:

Theory of reasoned action

TPB:

Best predictors of customers’ actual behavior

GWOM:

Green word of mouth

TPB:

Theory of planned behavior

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Funding

The authors sincerely appreciate funding from Researchers Supporting Project number (RSP2023R58), King Saud University, Riyadh, Saudi Arabia.

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Authors and Affiliations

  1. College of Commerce and Management, Yellow River Conservancy Technical Institute, Kaifeng, 475004, China

    Zhifeng Zhang

  2. Department of Economics, Shaheed Benazir Bhutto Women University, Peshawar, Pakistan

    Fariha Sami

  3. Reading Academy, Nanjing University of Information Science and Technology, Nanjing, 210044, China

    Irfan Ullah

  4. Department of Economics, Gomal University, Dera Ismail Khan, Pakistan

    Sami Ullah Khan

  5. College of Engineering, King Saud University, P.O.Box 800, Riyadh, 11421, Saudi Arabia

    Salahuddin Khan

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  1. Zhifeng Zhang
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Correspondence to Irfan Ullah.

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Zhang, Z., Sami, F., Ullah, I. et al. Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China: a logistic regression approach. Environ Dev Sustain (2023). https://doi.org/10.1007/s10668-023-03985-5

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