A Scale Development Study on Green Marketing Mix (4P) Practice Culture

Research concerning green marketing has predominantly focused on consumer behavior. However, aspects such as the extent to which SMEs embrace green marketing values, their ability to implement the green marketing mix, and the integration of green marketing into their business culture are critically important. This study introduces a foundational measurement instrument to the 4P-focused green marketing literature, designed to identify and measure the implementation of the green marketing mix by SMEs. The study employs a descriptive design and also possesses an exploratory nature. Scale development involved two stages: First, analyses were conducted on a pre-test sample of 159 individuals, revealing the initial scale structure. Second, these analyses were repeated on a larger group of 387 participants. The scale was finalized by confirming the consistency of results across both analyses. SPSS and AMOS software were utilized for descriptive statistics and the scale development process. According to the measurement models, no items exhibited factor loadings below 0.50. The ∆CFI value was found to be below 0.01 in both samples, indicating that the developed scale demonstrates measurement invariance. Within the scope of this study, an original scale comprising 12 items and three primary dimensions (“Environmental Publicity”, “Green Packaging”, “Green Distribution”) was developed, and its statistical validity and reliability were confirmed. The scale is deemed applicable to larger populations.