Antecedents and consequences of green marketing orientation in automobile industry a customer based corporate reputation mediation model

Abstract

This dissertation presents a study that explores the influence of social cost and green innovation on environmental justice and their impact on green marketing. It also examines the role of customer-based corporate reputation as a mediator between customer cost-benefit (CCB) and customer loyalty. The research was conducted using a sample of 382 hybrid and electric vehicle owners in three major cities in India. The findings indicate that green innovation, social cost, and environmental justice significantly contribute to green marketing orientation. Moreover, green marketing orientation positively affects corporate reputation, which subsequently enhances customer loyalty and purchase intention. The study underscores the significance of implementing newlinesustainable and responsible business practices and developing effective green marketing strategies to gain a competitive edge in environmentally conscious markets. newlineThe outcomes of this study have practical implications for automobile companies, newlineoffering insights on how to enhance corporate reputation and customer loyalty through green newlinemarketing strategies. Additionally, future research may explore the moderating effects of cultural and contextual factors on the relationship between antecedents, green marketing orientation, and desired outcomes. newlineOverall, this research contributes to the existing body of knowledge on green newlinemarketing and corporate reputation. It emphasizes the need for automobile companies to adopt a more sustainable and responsible approach in their business practices, aligning with the growing environmental concerns and expectations of consumers.