Environmental marketing as a tool for environmental sustainability: A case study of selected water bottling factories in Ethiopia

Abstract

Environmental deterioration is an urgent issue that has garnered global attention and has been debated in various settings. The main intent of this study was to objectively assess how the elements of environmental marketing effect environmental sustainability. The study employed an explanatory-descriptive research design and a quantitative ap-proach to analyze and interpret the data. In the study, 238 people completed five-point Likert-scale questionnaires, enabling firsthand observation of the original data. The structural equation model analysis was conducted using SmartPLS software. The study revealed moderate links between green prices and environmental sustainability measures in the study area. Place, product, and promotion demonstrated a modest influ-ence on environmental sustainability. The PLS path analysis indicated that green price was the most significant variable, followed by product, promotion, and place in the 4P marketing mix. Overall, the findings of the recent study suggest a significant relationship between environmental marketing and environmental sustainability, with environmental marketing accounting for approximately 37.9% of the variance in environmental sus-tainability. Therefore, the government should pay attention and establish a policy and regarding how companies can use green product, green pricing, green placing, and green promotion to minimize environmental damage.