Environmental Performance and Leather Footwear: A Green Marketing Mix Approach for Sustainable Success

Abstract

In a cutthroat global marketplace, businesses need to implement tactics that improve sales, market access, and client retention.The footwear sector, like other industries, wants to increase its consumer base and determine whether green initiatives may help with this. The production of leather footwear has a positive impact on economic growth. but can have detrimental effects on the environment because of the water and chemical usage involved. The primary chemical of concern is basic chromium sulphate, which is frequently employed as a tanning agent and gives the final leather its outstanding technical performance.  In order to produce finished leathers footwear with the same technical and aesthetic qualities as those from the traditional procedure, standardized life cycle assessments were applied to the manufacturing chains beginning with pickled skins. The new processes adopted in this study significantly reduce impacts in terms of water consumption and ecotoxity  up to 32% and 46%, respectively). However, they also suggest an increase in terms of climate change (up to 51%).

This study is to assess environmental performance and how green marketing affects brand worth for an effective environmental sustainability. A structured questionnaire was used to gather data from 320 shoe buyers utilizing a quantitative and correlational design method. The partial least squares structural equation modeling technique was then used to evaluate the data. Additionally, brand worth demonstrated a positive and substantial impact on environmental sustainability (0.700), and green marketing mix sustainability product (0.146), promotion (0.153), and place (0.582) all demonstrated positive and significant effects. These results imply that integrating green practices into sales channels, marketing campaigns, and advertisements not only raises brand worth but also helps achieve sustainability objectives. For businesses looking to incorporate sustainability into their company plans and draw in eco-aware customers, this report offers insightful information.