Investigation of green marketing practices of UAE hypermarkets
by Shanmugan Joghee; Anil Roy Dubey; Sonia Singh
International Journal of Enterprise Network Management (IJENM), Vol. 12, No. 4, 2021

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.

Online publication date: Tue, 14-Dec-2021

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