Skip to main content
SpringerLink
Log in

A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Behaviour in Emerging Economies

  • Chapter
  • First Online:
Green Marketing in Emerging Economies

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

Abstract

Marketing is grounded on the premise that a business’s communications can influence public perceptions about the business and its offerings. By extension, both perceptions and attitudes are key antecedents for purchase intention and buying evaluation. This chapter presents a conceptual framework for the influence of green marketing communication on consumer behaviour, focusing on emerging economies. First, the chapter proposes a new detailed framework that maps the flow/processes from the guiding principles of brands’ communication to customer engagement and feedback. Second, the chapter reviews and organises the research literature around the key concepts comprising the framework in the interdisciplinary nexus of green marketing communication and emerging economies using the newly proposed framework. The chapter presents information that will enable brands to understand better the contexts in which they are communicating. Finally, the chapter discusses the implications for brands, marketing practitioners and other stakeholders in communicating their messages in emerging economies.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 179.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 179.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Abdulquadri, A., Mogaji, E., Kieu, T., & Nguyen, N. (2021). Digital transformation in financial services provision: A Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy. (Forthcoming). https://doi.org/10.1108/JEC-06-2020-0126

  • Ablett, G. (2017). How important is ESG in buyer’s decision making?. LinkedIn. Retrieved February 18, 2021, from https://www.linkedin.com/pulse/how-important-esg-buyers-decision-making-graham-ablett/

  • Akter, S., & Islam, M. S. (2020). Factors influencing the attitude of women towards purchasing green products: An explorative case study of organic cosmetics in Sweden. Journal of Consumer Sciences, 48(2000), 38–64.

    Google Scholar 

  • Antal, M., & Van den Bergh, J. C. (2014). Re-spending rebound: A macro-level assessment for OECD countries and emerging economies. Energy Policy, 68, 585–590.

    Article  Google Scholar 

  • Bedard, S. A. N., & Tolmie, C. R. (2018). Millennials’ green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, 25(6), 1388–1396.

    Article  Google Scholar 

  • Bhatia, M., & Jain, A. (2014). Green marketing: A study of consumer perception and preferences in India. Electronic Green Journal, 1(36). https://doi.org/10.5070/g313618392

  • Brannback, M. (2011). The concept of customer -orientation and its implication for competence development. Turku School of Economics and Business Administration. Retrieved February 18, 2021, from https://www.researchgate.net/publication/267372922_The_Concept_of_Customer_-Orientation_and_Its_Implication_for_Competence_Development

  • Bucic, T., Harris, J., & Arli, D. (2012). Ethical consumers among the millennials: A cross-national study. Journal of Business Ethics, 110(1), 113–131.

    Article  Google Scholar 

  • Carrete, L., Castaño, R., Felix, R., Centeno, E., & González, E. (2012). Green consumer behavior in an emerging economy: Confusion, credibility, and compatibility. Journal of Consumer Marketing, 29(7), 470–481.

    Article  Google Scholar 

  • Cazier, J., Shao, B., & Louis, R. (2017). Value congruence, trust, and their effects on purchase intention and reservation price. ACM Transactions on Management Information Systems, 8(4), 1–28. https://doi.org/10.1145/3110939

    Article  Google Scholar 

  • Chan, T., & Saad, S. (2019). Predictors of consumers’ purchase intention through triple bottom line corporate social responsibility practices: A study of the branded coffee retailing industry. Journal of Arts & Social Sciences, 3(1), 47–59.

    Google Scholar 

  • Chollet, P., & Sandwidi, B. W. (2018). CSR engagement and financial risk: A virtuous circle? International evidence. Global Finance Journal, 38, 65–81.

    Article  Google Scholar 

  • Corral-Verdugo, V., & Pinheiro, J. (2004). Aproximaciones al estudio de la conducta sustentable. Medio Ambiente y Comportamiento Humano, 5(1/2), 1–26.

    Google Scholar 

  • Czarnecka, B., & Mogaji, E. (2020). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing, 38(3), 756–776.

    Article  Google Scholar 

  • Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599–620.

    Article  Google Scholar 

  • De Jong, M. D., Harkink, K. M., & Barth, S. (2018). Making green stuff? Effects of corporate greenwashing on consumers. Journal of Business and Technical Communication, 32(1), 77–112.

    Article  Google Scholar 

  • Farinloye, T., Mogaji, E., & Kuika Watat, J. (2020). Social media for universities’ strategic communication. In E. Mogaji, F. Maringe, & R. E. Hinson (Eds.), Strategic marketing of higher education in Africa. Routledge.

    Google Scholar 

  • Fotopoulus, C., & Krystallis, A. (2002). Purchasing motives and profile of Greek organic consumer: A countrywide survey. British Food Journal, 104(9), 730–765.

    Article  Google Scholar 

  • GarcĂ­a-JimĂ©nez, J., Ruiz-de-Maya, S., & LĂłpez-LĂłpez, I. (2017). The impact of congruence between the CSR activity and the company’s core business on consumer response to CSR. Spanish Journal of Marketing – ESIC, 21, 26–38. https://doi.org/10.1016/j.sjme.2017.01.001

    Article  Google Scholar 

  • Gökerik, M., et al. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific Journal of Marketing and Logistics, 30(5), 1222–1238.

    Article  Google Scholar 

  • González, E. M., Felix, R., Carrete, L., Centeno, E., & Castaño, R. (2015). Green shades: A segmentation approach based on ecological consumer behavior in an emerging economy. Journal of Marketing Theory and Practice, 23(3), 287–302.

    Article  Google Scholar 

  • Grebmer, C., & Diefenbach, S. (2020). The challenges of green marketing communication: Effective communication to environmentally conscious but skeptical consumers. Designs, 4(3), 1–16. https://doi.org/10.3390/designs4030025

    Article  Google Scholar 

  • Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231–250. https://doi.org/10.1080/13527266.2012.684065

    Article  Google Scholar 

  • Gupta, S., Shallu, S., & Kapoor, M. (2011). A study of consumer attitude and awareness towards green marketing and green branding. Indian Journal of Applied Research, 4(1), 315–319. https://doi.org/10.15373/2249555x/jan2014/92

    Article  Google Scholar 

  • Ham, M. (2011). Environmentally oriented marketing communications as part of green marketing strategy. Conference Proceedings of Marketing Challenges in New Economy, Pula, Croatia.

    Google Scholar 

  • Lanfranchi, M., Giannetto, C., & Rotondo, F. (2017). Environmental strategy in business: Green marketing communication. Journal of Corporate Responsibility and Leadership, 4(3), 111–126. https://doi.org/10.12775/jcrl.2017.019

    Article  Google Scholar 

  • Mahajan, G. (2016). What is customer value and how can you create it? CustomerThink. Retrieved February 18, 2021, from https://customerthink.com/what-is-customer-value-and-how-can-you-create-it/

  • Mainardes, E. W., Araujo, D. V., Lasso, S., & Andrade, D. M. (2017). Influences on the intention to buy organic food in an emerging market. Marketing Intelligence & Planning, 35(7), 858–876.

    Article  Google Scholar 

  • Matyjaszek, H. (2020). CSR is a thing of the past: Why more businesses need to invest in ESG. Energy Live News. Retrieved February 18, 2021, from https://www.energylivenews.com/2020/07/28/csr-is-a-thing-of-the-past-why-more-businesses-need-to-invest-in-esg/

  • Mogaji, E. (2020). The brand goodness quadrant: Positioning the brand and their BLM statements. Research Agenda Working Papers, 2020(7), 75–78.

    Google Scholar 

  • Mogaji, E. (2021). Brand management. Palgrave Macmillan.

    Book  Google Scholar 

  • Mogaji, E., Balakrishnan, J., & Kieu, T. A. (2020). Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets. Journal of Consumer Behaviour, 20(2), 218–230.

    Article  Google Scholar 

  • Mogaji, E., Hinson, R. E., Nwoba, A. C., & Nguyen, N. P. (2021). Corporate social responsibility for women’s empowerment: A study on Nigerian banks. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-04-2020-0195

  • Nielsen (2017). Whats sustainability got to do with it. Available at: https://www.nielseniq.com/global/en/insights/report/2018/whats-sustainability-got-to-do-with-it/

  • Podvorica, G., & Ukaj, F. (2020). The role of consumers’ behaviour in applying green marketing: An economic analysis of the non-alcoholic beverages industry in Kosova. Wroclaw Review of Law, Administration & Economics, 9(1), 1–25. https://doi.org/10.1515/wrlae-2018-0061

    Article  Google Scholar 

  • Rahman, S., Barua, A., Hoque, R., & Zahir, R. (2017). Influence of green marketing on consumer behavior: A realistic study on Bangladesh. Global Journal of Management and Business Research, 17(1), 9–16.

    Google Scholar 

  • Rossolatos, G. (2019). Negative brand meaning co-creation in social media brand communities: A laddering approach using NVivo. Psychology & Marketing, 36(12), 1249–1266.

    Article  Google Scholar 

  • Rustam, A., Wang, Y., & Zameer, H. (2020). Environmental awareness, firm sustainability exposure and green consumption behaviors. Journal of Cleaner Production, 268, 122016. https://doi.org/10.1016/j.jclepro.2020.122016

    Article  Google Scholar 

  • Slaper, T., & Hall, T. (2011). The triple bottom line: What is it and how does it work? Indiana Business Review. Retrieved February 18, 2021, from https://www.ibrc.indiana.edu/ibr/2011/spring/article2.html

  • Susanty, A., & Tresnaningrum, A. (2018). Effect of value congruence, brand distinctiveness, brand social, brand warmth, and memorable brand experience on customer-brand identification and brand loyalty (Case study: Brand of ACER laptop). E3S Web of Conferences, 31, 11001. https://doi.org/10.1051/e3sconf/20183111001

    Article  Google Scholar 

  • Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171(4), 719–739.

    Google Scholar 

  • Thygesen, T. (2019). Everyone is talking about ESG: What is it and why should it matter to you? Forbes. Retrieved February 18, 2021, from https://www.forbes.com/sites/tinethygesen/2019/11/08/everyone-is-talking-about-esgwhat-is-it-and-why-should-it-matter-to-you/?sh=402c9bef32e9

  • Ting, C., Hsieh, C., Chang, H., & Chen, H. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability, 11(3), 1–16. https://doi.org/10.3390/su11030819

    Article  Google Scholar 

  • Zhang, J., & Bloemer, J. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161–179. https://doi.org/10.1177/1094670508322561

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Accounting, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Nguyen Phong Nguyen

  2. Department of Marketing, Events and Tourism, University of Greenwich, London, UK

    Emmanuel Mogaji

  3. Department of Research Administration and International Relations, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Emmanuel Mogaji

Authors
  1. Nguyen Phong Nguyen
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Emmanuel Mogaji
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Emmanuel Mogaji .

Editor information

Editors and Affiliations

  1. Department of Marketing, Events and Tourism, University of Greenwich, London, UK

    Emmanuel Mogaji

  2. Lagos Business School Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  3. Olabisi Onabanjo University, Ago-Iwoye, Nigeria

    Isaiah Adisa

  4. Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana

    Robert E. Hinson

  5. Tshwane University of Technology, Polokwane, South Africa

    Chipo Mukonza

  6. Istanbul Kent University, Istanbul, Turkey

    Ayça Can Kirgiz

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Nguyen, N.P., Mogaji, E. (2022). A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Behaviour in Emerging Economies. In: Mogaji, E., Adeola, O., Adisa, I., Hinson, R.E., Mukonza, C., Kirgiz, A.C. (eds) Green Marketing in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-82572-0_11

Download citation

Publish with us

Policies and ethics

Search

Navigation