Title: Investigation of green marketing practices of UAE hypermarkets

Authors: Shanmugan Joghee; Anil Roy Dubey; Sonia Singh

Addresses: Skyline University College, University City of Sharjah, P.O. Box 1797, Sharjah, UAE ' Skyline University College, University City of Sharjah, P.O. Box 1797, Sharjah, UAE ' Toss Global Management, 1308, Sect 14, Sonipat, CBD-32-612, Dubai, UAE

Abstract: The purpose of this investigation is to explain an empirical relationship between green principles and the firm's competitive advantage. The study is intended towards establishing an association among the constructs of green marketing constructs and firm competitive position. Green loyalty has been investigated as a mediating factor among this direct association of green principles. The data has been taken from prominent hypermarkets' customers in Dubai. This empirical research is quantitative and a cross-sectional study. The data has been collected by adopting a convenience sampling method and targeted respondents of the study were 343. The collected data were analysed by using SPSS and the mediating effect of green loyalty also been measured. The findings highlight the mediating stance of green loyalty among professionals that ultimately links towards their competitive advantage. The hypothesis testing shows a moderately significant association among the variables, showing a positively impact on the firm's competitiveness and promotion of green practices.

Keywords: green satisfaction; green loyalty; green trust; greening; green marketing; organic products; organic marketing; competitive advantage; practical implications; suggestions for hypermarkets; green marketing practices; waste material; packaging; local grocery stores; UAE.

DOI: 10.1504/IJENM.2021.119665

International Journal of Enterprise Network Management, 2021 Vol.12 No.4, pp.367 - 381

Received: 17 Oct 2019
Accepted: 28 Feb 2020
Published online: 14 Dec 2021 *

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