The Influence of Green Marketing Mix on Customer Satisfaction in Apple Inc.’s Sustainable Branding
DOI:
https://doi.org/10.15575/ks.v7i2.44699Keywords:
Apple, customer satisfaction, green marketing mix, green place, sustainable brandingAbstract
This study aims to examine the impact of the green marketing mix on customer satisfaction, using Apple as a case study of environmentally conscious corporate strategy. The research is driven by the growing consumer demand for sustainable practices and the need to understand which green marketing elements most strongly influence satisfaction and loyalty in the premium technology sector. A quantitative research design was employed, involving the distribution of structured questionnaires to Apple consumers familiar with the company’s environmental initiatives. Data were analyzed using validity testing and multiple regression analysis to assess the contribution of each variable to customer satisfaction. The results indicate that all four elements of the green marketing mix significantly and positively affect customer satisfaction. Notably, green place emerged as the strongest predictor, followed by green price and green promotion. Green product, while the least influential, still had a statistically significant impact. These findings suggest that environmentally conscious retail environments and value-driven pricing strategies play a central role in shaping positive consumer experiences. The implications of this study highlight the strategic importance of integrating sustainability into both marketing communication and physical retail infrastructure. Companies can enhance customer loyalty and brand trust by aligning their green marketing practices with consumers’ environmental values, especially through ethical store design, accessible pricing, and engaging digital promotion. This study contributes original insights by identifying green place as a key determinant of customer satisfaction in the context of sustainable branding. By focusing on the technology sector and employing a robust analytical framework, the research expands the theoretical and practical understanding of green marketing effectiveness in contemporary consumer markets.
References
Adam, R. P., & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Bartels, J., & Reinders, M. J. (2016). Consuming apart, together: the role of multiple identities in sustainable behaviour. International Journal of Consumer Studies, 40(4), 444–452. https://doi.org/10.1111/ijcs.12269
Bhatti, K. K., & Negi, A. (2018). Determinants of green marketing leading to sustainable competitive advantage for retailers within the Delhi Region. Indian Journal of Marketing, 48(8), 53–68. https://doi.org/10.17010/ijom/2018/v48/i8/130540
Bhutto, M. Y., Khan, M. A., Ertz, M., & Sun, H. (2022). Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z. Sustainability (Switzerland), 14(5). https://doi.org/10.3390/su14053015
Canavari, M., & Coderoni, S. (2019). Green marketing strategies in the dairy sector: Consumer-stated preferences for carbon footprint labels. Strategic Change, 28(4), 233–240. https://doi.org/10.1002/jsc.2264
Carley, S., & Yahng, L. (2018). Willingness-To-pay for sustainable beer. PLoS ONE, 13(10). https://doi.org/10.1371/journal.pone.0204917
Chen, M.-H. (2021). Sustainable aesthetics in the design of Dieter Rams and Ross Lovegrove. Arte, Individuo y Sociedad, 33(4), 1177–1194. https://doi.org/10.5209/ARIS.71311
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Dahhan, A., & Arenkov, I. (2025). The impact of green advertising on consumer purchase intention based on the theory of planned behavior. Multidisciplinary Science Journal, 7(9). https://doi.org/10.31893/multiscience.2025427
Dieli, C., Priyadarshini, A., Ludgate, R., & Foley, L. (2024). Bridging the Gap: Determinants of Consumers’ Willingness to Pay for Environmentally Friendly Packages of Leafy Greens. Sustainability (Switzerland) , 16(8). https://doi.org/10.3390/su16083128
Elgammal, I., Ghanem, M., & Al-Modaf, O. (2024). Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability (Switzerland), 16(11). https://doi.org/10.3390/su16114478
Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context. Business Strategy and the Environment, 30(4), 2061–2076. https://doi.org/10.1002/bse.2732
Goedertier, F., Weijters, B., & Van den Bergh, J. (2024). Are Consumers Equally Willing to Pay More for Brands That Aim for Sustainability, Positive Societal Contribution, and Inclusivity as for Brands That Are Perceived as Exclusive? Generational, Gender, and Country Differences. Sustainability (Switzerland) , 16(9). https://doi.org/10.3390/su16093879
Hart, S. L. (1995). A Natural-Resource-Based View of the Firm. The Academy of Management Review, 20(4), 986–1014. https://doi.org/10.2307/258963
He, L., Lin, M., Liang, S., Geng, L., & Chen, Z. (2024). Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption. Asia Pacific Journal of Marketing and Logistics, 36(10), 2483–2501. https://doi.org/10.1108/APJML-12-2023-1214
Holbrook, M. B. (1999). Consumer Value: A Framework for Analysis and Research. Routledge.
Iannuzzi, A. (2017). Greener Products. In Greener Products: The Making and Marketing of Sustainable Brands, Second Edition. CRC Press. https://doi.org/10.1201/9781315229188
Kewakuma, A. S. V., Rofiaty, R., & Ratnawati, K. (2021). The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 12(1), 1–11. https://doi.org/10.18196/jbti.v12i1.10691
Lecointre-Erickson, D., Adil, S., Daucé, B., & Legohérel, P. (2024). The role of brick-and-mortar exterior atmospherics in post-COVID era shopping experience: a systematic review and agenda for future research. Journal of Strategic Marketing, 32(8), 1180–1194. https://doi.org/10.1080/0965254X.2021.2016895
Lee, C.-W., & Hung, H.-H. (2024). The Impact of Education on Consumers’ Eco-Friendly Shopping Habits towards Sustainable Purchases: Evidence from Indonesia and Taiwan. Sustainability (Switzerland), 16(20). https://doi.org/10.3390/su16208832
Ling, K. S., & Md. Harizan, S. H. (2023). Green Marketing Mix Strategy and Fast-Moving Consumer Goods Purchase Behaviour During COVID-19 Pandemic: Experiences from Malaysia. Springer Proceedings in Business and Economics, 15–33. https://doi.org/10.1007/978-3-031-18663-9_2
Mahendra, I. G. N. A., & Halik, A. (2025). Enhancing green loyalty in 3-star hotels in Surabaya: The role of green image, green marketing, and the mediation of green satisfaction and green trust. Edelweiss Applied Science and Technology, 9(2), 244–265. https://doi.org/10.55214/25768484.v9i2.4461
Marchand, A., Walker, S., & De Coninck, P. (2006). The role of beauty for sustainability: A discussion on responsible consumption, aesthetics attitudes and product design. WIT Transactions on Ecology and the Environment, 99, 371–380. https://doi.org/10.2495/RAV060371
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96–116. https://doi.org/10.1108/APJBA-08-2021-0398
Novela, S., & Hansopaheluwakan, S. (2018). Analysis of green marketing mix effect on customer satisfaction using 7p approach. Pertanika Journal of Social Sciences and Humanities, 26(T), 131–144. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85064516722&partnerID=40&md5=bb9a7e893e21af7787b5090038acb32e
Paik, I.-Y., & Kang, W. (2018). The impact of consumption utility from green retail environment on revisit intention. Journal of Distribution Science, 16(2), 67–81. https://doi.org/10.15722/jds.16.2.201802.67
Papadas, K.-K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236–246. https://doi.org/10.1016/j.jbusres.2017.05.024
Pires, P. B., Morais, C., Delgado, C., & Santos, J. D. (2024). Purchase intention of sustainable fashion: The relationship with price. In Driving Green Marketing in Fashion and Retail (pp. 95–111). https://doi.org/10.4018/979-8-3693-3049-4.ch006
Rajadurai, J., Zahari, A. R., Esa, E., Bathmanathan, V., & Ishak, N. A. M. (2021). Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises. Journal of Asian Finance, Economics and Business, 8(1), 407–417. https://doi.org/10.13106/jafeb.2021.vol8.no1.407
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722
Sivasubramanian, K. (2024). An analysis of green retailing for sustainable business through digital technology application in Indian retail market. In Building Climate Neutral Economies Through Digital Business and Green Skills (pp. 129–150). https://doi.org/10.4018/979-8-3693-5673-9.ch005
Tejada, J. J., & Punzalan, J. R. B. (2012). On the misuse of Slovin’s formula. The Philippine Statistician, 61(1), 129–136.
Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability (Switzerland), 17(9). https://doi.org/10.3390/su17094124
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015
Yue, C., Campbell, B., Hall, C., Behe, B., Dennis, J., & Khachatryan, H. (2016). Consumer Preference for Sustainable Attributes in Plants: Evidence from Experimental Auctions. Agribusiness, 32(2), 222–235. https://doi.org/10.1002/agr.21435
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Farah Rizkya Alessandri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).