Green marketing is currently one of the most powerful strategies in corporate world as it responds to a growing demand for green products. Therefore, this study aims analyse influence perceived value on trust and satisfaction, how both variables impact word mouth turn and, at same time, three purchase intention. Data collection was carried out through digital survey buyers The hypotheses posed ...

The aims of the research are to present a model of environmental performance by measuring the effects of a firm’s green practice in conjunction with inter-functional coordination mechanisms, and in turn, measure how environmental performance influences firms’ economic performance. Moreover, this study synthesizes both ecological modernization theory (EMT) and complementarity theory (CT) as a th...

Event study methodology is used to examine the wealth effects, or stock 1993; Shrum, McCarty, and Lowrey, 1995). As these perceptions have increased, the green movement has received a great price reactions, to corporate announcements of green marketing activities. Two procedures for measuring stock price reactions and two different degree of attention by the public in such areas as the media, t...

Green electricity (GE) has emerged as one of the most interesting instruments for promoting renewable electricity in liberalized markets, at least in theory. Indeed, some experiences have already been carried out, mostly in the U.S. and Europe. However, most of them have been largely unsuccessful. In this chapter, we look at previous surveys and studies carried out on customer response, and pro...