The purpose of this study is to investigate the moderating effect of religiosity on the relation-ship between green marketing strategy and firm performance in the context of Indonesian small-medium enterprises (SMEs). This study applied the convenience sampling method to survey 235 Muslim entrepreneurs through a self-administrated questionnaire. Data were analyzed using Smart PLS v.3 to test the hypothesis. The result showed that green product, green promotion, and green price have a positive relationship with firm performance. On the other hand, the study found an insignificant relationship between green distribution on firm performance. According to the moderating effect of religiosity, the interaction between green marketing strategy dimensions and religiosity was significantly related to SMEs' performance with the notable exception of green distribution. This present study provides both empirical and theoretical contributions focusing on green marketing in SMEs.

This paper investigates the effects of different green marketing on brand fascination for a south Korean electronic producer, Samsung. The proposed study designs two questionnaires, one for measuring the effects of green marketing and the other for brand fascination in Likert scale. Cronbach alphas for green marketing and brand fascination are calculated as 0.72 and 0.79, respectively. The study has been implemented among 385 regular customers of Samsung’s electronic devices. Using Spearman correlation ratio as well as stepwise regression analysis, the study has concluded that two components of green marketing including green product and green promotion influence positively on brand fascination, positively.

Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase various brands in city of Tehran, Iran. The gathered data are analyzed using structural equation modeling and the results indicate that different green marketing strategies including green pricing, green promotion, green distribution positively influence brand loyalty.