Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior
Round 1
Reviewer 1 Report
The article contributes towards identifying Green Marketing practices related to the key variables associated with consumer purchasing behavior. Studies related to green marketing have been applied in different business sectors: hotel sector, textile sector and food sector.
This paper has a consistent theoretical background based on literature research and systematic review research present a value generation model based on green marketing practices associated with consumer purchasing behavior, in order to make these strategies available for the creation of social and environmental value in the market.
I appreciated the authors' effort to conduct a well-documented research based on systematic review research and the design of a model for generating social value called Green consumption.
The reviewed research is well structured, with relevant research to reach the proposed goal and provides interesting information about green marketing practices in different business sectors.
However, some small changes and recommendations are required.
- repeating the word “likewise” too often in text can be annoyig to read. I suggest using synonyms such us furthermore, also, such.
- in the Abstract section, lines 21-22, wrote the sentence „Finally, a model for generating social value called Green consumption was presented. Cycle for social and sustainable value”. Since the topic is not clear, the sentence must be clearly reworded as such „ Finally, a model for generating social value called Green consumption – a cycle for social and sustainable value”.
- in the Keywords section, “shopping behavior” must be replaced with “buying” or “purchasing behavior”
- at the line 132, using the word “market” twice is a mistake.
- at the line 562 used 2 points at the end of the sentence, it is not necessary.
- for subtitles Results, line 206, Discussion, line 401 and Conclusions, line 598, use of underline is not required.
- at the lines 614-615 replace sentence “Finally, a social value generation model called " Green consumption " was designed. cycle for social and sustainable value” with sentence “Finally, a social value generation model called Green consumption – a cycle for social and sustainable value”.
- the conclusions of the article should be developed and focused on specifying the different green marketing practices that companies will implement in order to support a responsible cunsomer society. It would also be useful to present some promotional techniques adopted by companies to raise awareness of the need for an ecological environment as well to attract and educate new green consumers.
- as mentioned at the lines 129-132, as the second objective of the study, the presentation of the value generation model based on green marketing practices associated with consumer purchasing behavior, you must indicate at the section Conclusions, the strategies for creating social and environmental value in the market proposed by companies.
I hope that these indications will be useful for increasing the scientific quality of this article and to make possible its publication in the journal.
Author Response
"Consulte el archivo adjunto."
Author Response File: 
Author Response.pdf
Reviewer 2 Report
Thank you for the opportunity to review your research. Below, I will touch upon some strengths, weaknesses, and suggestions to improve your manuscript. I hope that you may use these comments to make your manuscript stronger.
Framing. Overall, I wonder if green marketing is the right term to focus on to develop a cycle for social and sustainable value. Green marketing, as you point out is the promotion of green products. The goal is to drive profit through (supposedly more sustainable) consumption. That said, the focus on profit above all else has led to quite a lot of greenwashing. I hear more of marketing and business shifting away from “green marketing,” to “sustainable practices” where profit, people, and planet are considered simultaneously in business and marketing strategies in a genuine way. Therefore, if you continue to tie green marketing to social and sustainable value, a stronger argument must be made on how green marketing can lead to a more just and sustainable world. Alternatively, I wonder if your analysis of green marketing can provide other value, such as how green marketing can improve, or perhaps determining the parts of green marketing (if any) that seem to help provide insight to a more just and sustainable world.
Purpose: Relatedly, it would be helpful to state the purpose of your research upfront. You seem to hit on this in the last paragraph of the introduction, but it would be helpful to have the purpose better articulated. Quick and to the point before diving into the rest of the manuscript. I would adjust the title and abstract of the paper to capture the purpose of the research better. For instance, I was really excited on lines 117-118 when you mention “…GM practices developed to date and that, at the same time, have generated responsible purchasing behavior in the consumer.” I was hoping that perhaps the rest of the paper would be discussing how GM practices can lead to responsible purchasing behavior and what types of GM practices best do so. Perhaps that’s a future avenue.
Organic products. There are a few mentions of organic products that make me think that you are going to be studying organic products. For instance, on page two, line 82-84, “However, despite all the studies carried out, all the factors that directly influence the purchasing behavior of consumers of organic products have not been fully understood.”
Material and methods. I didn’t find the case for narrowing down the articles by the key terms “models or planning” compelling. A better explanation of this would be helpful. Further, did you do any additional searches to be sure you were not eliminating good studies by narrowing articles down this way? Further, 13 articles were eliminated because you did not have access. Did you make sure that these did not hurt your analysis? Lastly, are 34 studies justified in the PRISMA for a final number of articles? That seems quite small.
Figure 2. Is a beautiful graphic, but not necessary. The text covers this information quickly and in enough detail.
Subsection 3.3 conceptual analysis. All of the numbering and lettering gets confusing in this section. In this case, less may be more. Are the four categories grouped to define GM necessary? It seems their relationship with key variables is more helpful. That said, categories that are developed on GM practices and their relationship with key variables seems to overly simplify each study. There seems be a need for a more nuanced look at the 34 studies. Or a more detailed explanation for how each study contributed to their category.
Table 2. I would consider not using abbreviations here. Alternatively, move this table down so that the abbreviations are given first.
Discussion. Once getting to the discussion I was unsure of who your research helps. Is this for researchers? Marketers? Etc.? Having a more articulated purpose at the beginning of the manuscript could help with this.
Spelling/grammar. Finally, there are a lot of spelling and grammar issues throughout; I highly recommend a thorough edit. Below are a few examples.
- Line 95, “. ,increase the functionality” the “.” should be deleted.
- Line 132, “…value in the market. market.” The extra “market.” should be deleted.
- Lines 143 – 149, the commas should be inside the parentheses.
- Line 158, there is an extra “)”
Thank you again for the opportunity to read your research. I wish you the best of luck as you progress your research agenda.
Author Response
Please see the attachment.
Author Response File: Author Response.pdf
Reviewer 3 Report
Overall, the current literature review is compelling and manages to look into the main considered constructs. The topic is quite challenging nowadays, a fact which supports the unfolding of structured analyses in the field.
With a view to improve the quality of the paper, some issues should be carefully addressed:
- the imperative to conduct such an analysis should be better grounded in the existing theory, by referring to representative works in the field;
- the study should include explicit sections depincting the theoretical and practical implications of the literature review, respectively its limitations and future research directions as derived from the present findings;
- the selection of certain databases as reference point for systematic literature reviews should be justified consistent with prior similar research;
- the citations in the text should be corrected (e.g., [34], [35]) to comply with the journal style;
- the references do not conform to the requirements of the journal and should be carefully revised.
Author Response
Please see the attachment
Author Response File: Author Response.pdf
Round 2
Reviewer 3 Report
The new version is improved adequately.
Author Response
Dear reviewer
Thank you very much for your recommendation, the total revision of the document has been carried out with a language specialist, you can see the improvement in the entire document.
