From Green Marketing Practices by Enterprises to Customer Green Consumption Behaviors

This study attempts to rigorously review the extant literature of green consumption, from which to propose a comprehensive theoretical framework for effective implementation of green marketing practices for companies. The study develops the propositions of the relationships pertaining to green consumption behaviors, from which suggesting the comprehensive model of green marketing practices for enterprises. The study proposes 8Ps including green product, pricing, place, promotion, physical evidence, process, people, and green partnership as the set of green marketing practices for enterprises to catalyze customer green consumption behavior. In addition, the study identifies green experiential value as the mechanism for green consumption behaviors. Also, it addresses the moderating roles of modern customer characteristics including customer exposure to environmental campaigns, global identification, and customer innovativeness in the effects of green marketing practices on customer green consumption behaviors. The study presented a new model of green marketing with 8Ps practices. Under the light of social cognitive theory, the study presented a novel mechanism namely green experiential value in the effect of 8Ps practices of enterprises on customer green consumption behaviors. Also, the study is the first to address the moderating roles of modern characteristics of customers including exposure to environmental campaigns, global identification, and customer innovativeness for the effect on green consumption behaviors. The comprehensive model offers useful implications for companies in an effort to effectively foster and manage customer green consumption behaviors.