Journal of Primeasia

Integrative Disciplinary Research | Online ISSN 3064-9870 | Print ISSN 3069-4353
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RESEARCH ARTICLE   (Open Access)

Management Information Systems Driven Green Marketing Intelligence for Sustainable Consumer Engagement

Md Sharfuddin1, Sonia Khan Papia2*

+ Author Affiliations

Journal of Primeasia 4 (1) 1-7 https://doi.org/10.25163/primeasia.4110496

Submitted: 11 January 2023 Revised: 10 March 2023  Published: 18 March 2023 


Abstract

Background: Sustainability has become a key strategic focus for organizations which leads them to adopt green marketing strategies. The research into Management Information Systems (MIS) functions for these initiatives and sustainable consumer participation remains limited although interest in this area continues to rise.

Methods: The study used a quantitative cross-sectional survey method to collect data from 255 participants who came from various demographic backgrounds. Five-point Likert scale questionnaire validated through research measured five constructs which include MIS Integration and Green Marketing Intelligence and Sustainability Orientation and Consumer Engagement and Digital Awareness. The researchers used descriptive statistics together with reliability testing and Pearson correlation and multiple regression analysis (p = 0.05) to determine both the relationships and predictive strength between different variables.

Results: The descriptive analysis showed that all constructs received standard agreement levels from participants who demonstrated consistent answers about their positive views toward MIS-enabled green marketing. The reliability analysis demonstrated that all constructs achieved internal consistency through Cronbach’s alpha scores which exceeded 0.80. Pearson correlation revealed significant positive relationships among the constructs. The analysis through multiple regression showed Green Marketing Intelligence (β = 0.38, p = 0.01) and Consumer Engagement (β = 0.35, p = 0.01) as the main determinants of sustainable consumer engagement.

Conclusion: The study shows that MIS delivers complete support for sustainability marketing data operations which helps organizations create successful green marketing strategies.

Keywords: MIS Integration, Green Marketing Intelligence, Sustainability Orientation, Consumer Engagement, Digital Awareness

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