Can Green Marketing Increase Product Sales?


The world is becoming increasingly aware of the adverse effects of using materials that harm the environment. As a result, green marketing is increasingly being used as a marketing strategy to help business growth. However, environmentally friendly products are generally more expensive than their conventional counterparts, as the materials used are more expensive. The purpose of this article was to address the question of whether a green marketing strategy can attract consumers and increase the sales of a product? The method used in this study was a systematic literature review using as the literature source. The results indicated that not all green marketing strategies are effective in increasing sales such as those carried out in underdeveloped areas. However, it is effective if used in big cities and on consumers who are aware of the importance of environmentally friendly products.

Keywords: green marketing, systematic literature review, sales

[1] Haws KL, Winterich KP, Naylor RW. Seeing the world through green-tinted glasses: Motivated reasoning and consumer response to environmentally friendly products. Journal of Macromarketing. 2010;5(2):18-39.

[2] Misankova M, Chlebikova D. Possibilities for financing innovation activities in Slovak Republic. Paper presented at: 9th International Scientific Conference on Financial Management of Firms and Financial Institutions, Financial Management of Firms and Financial Institutions; 9-10 Sep 2013; Ostrava, Czech Republic.

[3] Dangelico RM, Vocalelli D. ”Green marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production. 2017;165:1263-1279.

[4] Rashid NR. Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management. 2009;4(8):10-28.

[5] Huangfeng L, Cai W. Green marketing and sustainable development of garment industry-a game between cost and profit. International Journal of Business and Management. 2008;3(12):82-92

[6] Fiore M, Silvestri R, Contò F, Pellegrini G. Understanding the relationship between green approach and marketing innovations tools in the wine sector. Journal of Cleaner Production. 2017;142:4085-4091.

[7] Rex E, Baumann H. Beyond ecolabels: What green marketing can learn from conventional marketing? Journal of Cleaner Production. 2007;15(6):567-576.

[8] Olsen MC, Slotegraaf RJ, Chandukala SR. Green claims and message frames: How green new products change brand attitude. Journal of Marketing. 2014;78(5):119-137.

[9] Saunders M, Lewis P, Thornhill A. Research methods. 7th ed. Harlow: Pearson; 2007.

10] Khan KS, Kunz R, Kleijnen J, Antes G. Five steps to conducting a systematic review.
Journal of the Royal Society of Medicine. 2003;96:118–121.

[11] Sukia NM, Sukib NM, Azman NS. Impacts of corporate social responsibility on
the links between green marketing awareness and consumer purchase intentions.
Procedia Economics and Finance. 2016;37:262–268.

[12] Majerova J. Analysis of Slovak consumer’s perception of the green marketing
activities. Procedia Economics and Finance. 2015;26:553–560.

[13] Dorojatun P, Angga PW, Ina R, Wan KY, Agung KRP. Green marketing tools effect
on consumer buying decision in the bottled water industry. Humanities & Social
Sciences Reviews. 2020;8(4):537-546.

[14] Danang S. Siti Y, Nila R. Application of green marketing mix of beauty products on
sales through purchase decisions as intervening variable. Asian Management and
Business Review. 2021;1(2):81-94.

[15] El-Deep SM, El-Sayd AA. Green marketing as a recent attitude to achieve sustainable
development. Arab Universities Jurnal Agricultre Science. 2017;25(7):137-145.

[16] Syaekhoni MA, Alfian G, Young SK. Customer purchasing behavior analysis
as alternatives for supporting in-store green marketing decision-making. MDPI
Sustainability. 2017;9:22-31

[17] Ullah M, Amanat A, Seow TW. The green marketing strategy muscularly influence
on high- performance of target sales for housing apartment complex in Malaysia.
Archives of Business Research. 2016;4(2):87-95.

[18] Verma D. Is green marketing only a brand differentiation strategy or profit generation
concept too? Research Journal of Sosial Science & Management. 2014;3(9):138-145.

[19] Ravindra K, Borji B. Green marketing myopia - A new marketing mantra in new age
marketing. Research Journal of Sosial Science & Management. 2015;5(2):36-42.