The influence of green marketing strategies on business performance and corporate image in the retail sector
研究以南非零售巨头为案例，通过访谈和问卷发现绿色营销策略能提升企业形象和绩效，建议零售企业采用绿色营销以维持竞争优势。
Abstract Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment 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.