Pilot study analysis for green marketing in China using resource-based view
List of Authors
  • Sofian Rosbi , Zeng Yu

Keyword
  • Green Purchasing Intention, RBV, Green Marketing, Pilot Study, China

Abstract
  • The rapid development of industrialization and urbanization has brought about many environmental problems. Green marketing can help companies build brand image and guide consumers to green purchasing. This study aims to measure the constructs between green purchasing intention (GPI) and the implementation of green marketing strategies among users of e-commerce platforms in China. Based on the RBV of green marketing, and developed two independent variables: eco-labelling (EL) and green advertising (GA). The data were collected through a pilot study using a questionnaire, and the reliability and validity analysis were assessed using SPSS 27.0. The results confirmed that the Cronbach's alpha values were 0.852 for GPI, 0.887 for EL, and 0.869 for GA, indicating that the questionnaires had high reliability. In addition, KMO and Bartlett's tests were conducted for all variables and the total variance explained (TVE) was more than 60%, reflecting a high degree of variability in the explanations. The results showed strong convergent validity, with a CR of 0.897 and an AVE of 0.636 for GPI, a CR of 0.915 and an AVE of 0.641 for EL, and a CR of 0.907 and an AVE of 0.633 for GA. The pilot study results indicate that the developed questionnaire is robust in measuring EL, GA, and GPI and can provide valuable insights to firms about consumer intentions and behaviors. Thus, the tool contributes to the strategic deployment of green marketing.

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