Dear Sir/Madam

First, I would like to thank you for your cooperation on this questionnaire. We are a group of researchers from the college of
management from Asia University. Currently, we are working on the study of “Green marketing in the food service industry of
Mongolia”. This questionnaire is intended to help us identify the decisive attributes of Green marketing in the food service industry of
Mongolia by focusing on your expertise and practical experience.
We very appreciate that you can take a small time in your busy schedule to finish this questionnaire. The results of this
questionnaire are used only for academics and are not published.
Please feel free to fill in the question. If you have any questions or comments during the course of completing the
questionnaire, please contact us at the inquiry box.

Sincere thanks!

In order to develop the objectives of the “Green marketing in the food service industry of Mongolia”, including 10 aspects and 40
criteria are introduced from literature. The overall structure is shown in the following figure.
Aspect Criteria Description
As1 In general, organizations set higher prices for green products and customers are also
ready to pay that, ultimately, these trends lead to enhance the profitability of the
Performance in innovation C1 Green pricing
organization and through this organization, it can be improved environmental quality
and customer satisfaction (Ottman, et al., 2006).

Manaktola and Jauhari (2007) stated that green marketing practices can increase its
competitiveness by helping to position it differently in the competitive arena, and
Cost-saving and competitive
C2 Wymer and Polonsky (2015) suggest that greening of production can lead to cost
advantage
savings or greater profit through adding value or increasing the competitiveness and
attraction of the firm to the market.

C3 Green innovation Many green products and services are innovative, requiring consumers to adopt new
 behavior.

Marketing is crucial to foster both cleaner production and sustainable consumption; it

C4 Support sustainable can play a key role in the creation of a green market, by promoting the benefits of
sustainable products and services (Rex and Baumann, 2007; Garg and Sharma, 2017).
Since some companies promote their products by means of deceptive claims about
C5 Promotion of the product
their environmental value, customers are averse to purchasing their products.

Whitmarsh and O'Neill (2010) identified a “behavior-specific level” of green self-

C6 Green self-identity
Advertising the green identity related to the purchase intention of green products.
As2
product
Investing in green product innovation can help prevent companies from facing
environmental protests and legal penalties while also allowing them to develop new
C7 Investing in green product
potential market opportunities and achieve unforeseen success through the successful
commercialization of green products.
Green products reflect the prevention, limitation, reduction, or correction of harmful
C8 Green product
environmental impacts on the water, air, and soil.

The seller may announce some green attributes or environmental features of their
C9 Green demand
products to satisfy consumers’ green demand

The increased pressure from all avenues for the organization to go green is forcing the
As3 Green product development
companies to adopt green branding as the main strategy since it involves projecting an
C10 Green branding
image that the product or service offers more benefits to the consumers and the
environment and makes use of eco-friendly resources.

Since environmental concern is a widespread social phenomenon, most consumers

C11 Green purchase overstate their willingness from the green purchase without having any prior intention
to do so.
As4 Green management practice C12 Green packaging Studies have shown that the paper-board packaging industry is incorporating
sustainability initiatives for packaging food and beverages, for example, by removing
bleach from the process or by reducing the amount of fiber in the packaging while
maintaining the material’s structural consistency.
 Technicians, engineers, and biochemists have answered the challenge launched by the
plastic bans and have developed poly hydroxy alkanoates-based (PHAs) bioplastics to
C13 Green disposal
transform urban waste (i.e., organic food waste from households and restaurants) into
an environmentally friendly production material.

Specifically, findings suggest that the majority of consumers prefer such

environmental household product benefits as safe to use around children, no toxic
C14 Green design
ingredients, no chemical residues, and “no strong fumes over such benefits as
packaging can be recycled or not tested on animals.

Collaborative efforts and Collaborative efforts and transparency between brands and suppliers, on fair trade and
C15
transparency environmental concerns also give an edge, and must be promoted to their customers.

When the green marketing cost factor is sufficiently high, the manufacturer, retailer,
whole supply chain, environment, and consumers will benefit from the scenario
C16 Green marketing cost
where the manufacturer leads in both GPD and green marketing, which may explain
the common practice of the manufacturer conducting both GPD and green marketing.
As5 Environmental impact and Green advertising provides information about a green product and enhances
consumer surplus consumers’ social responsibility, for example, the electric vehicle producer Tesla,
C17 Consumer responsibility
organic food retailer Whole foods, and sustainable fashion brand Patagonia all use
green advertising to promote their green products.

Companies consider whether a product brings a positive or negative ecological impact

Ethical and environmental
C18 (Noonan and Coleman, 2013), and they make purchase decisions based on ethical and
factors
environmental factors.

Green products may arouse consumers’ emotions, such as protective feelings toward
the environment (Bei and Simpson, 1995), and satisfy consumers’ environmental
C19 Consumer's emotion
sustainability needs, so the green degree of the product has a positive impact on
consumers’ utility.

C20 Environmental management Holslag (2015) states that environmental management measures have been adopted
measures due to pressures on the supply chain, which have had an impact on the market share
of companies.
 New environmental regulations have emerged, and consumer environmental attitudes
C21 Environmental attitudes
have become manifest in several areas.
Green marketing consists of all activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants, such that the satisfaction of
Support environmental these needs and wants occurs, with minimal detrimental impact on the natural
C22
initiatives environment (Grundey and Zaharia, 2008), so, this explanation indicates that green
marketing plays a pivotal role in unleash the environmental performance of
organization.

Over the years there has been a subtle shift from practicing environmental marketing
practices as a result of compulsion identified as a result of legislation and pressure
C23 Environmental responsibility
from environmental groups to genuine efforts to improve sustainable marketing plans
and behaving in an eco responsible manner.

A green positioning strategy based on functional brand attributes aims to build brand
As6 Environmental protection
associations by delivering information on environmentally sound product attributes,
also this positioning strategy should be based on relevant environmental advantages
C24 Green positioning
of the product compared to competing conventional products, and may refer to
production processes, product use and/or product elimination (Meffert and
Kirchgeorg, 1993; Peattie, 1995).

According to an Accenture global survey, more than 80% of interviewees consider a

C25 Environmental performance product's environmental performance when making a purchase decision (Agrawal et
al., 2012)

Focusing on the level of environmental knowledge of customers, it comes to the

C26 Environmental knowledge surface that customers in developing countries have lesser knowledge in comparison
to the customers in developed countries.
The changing attitudes of consumers regarding environmental protection, ecology,
social responsibility and the change of consumption habits force enterprises to look
C27 Changing attitudes
for new alternatives of activities, where the main principles of corporate social
As7 Social responsibility
responsibility would be integrated.

C28 Promoting a green lifestyle Green lifestyle is a pattern of living that involves careful considerations on the
 adverse impacts of one’s daily activities towards the environment and a meaningful
by highlighting a product or
narrative that guides the process and it goes beyond the purchase of green products
service
but also includes one’s active involvement in green events.

Green marketing as a part of socially responsible communication can positively

Communication with target influence the attitudes of individual target groups towards the brand and also it is
C29
groups necessary to focus the communication on individual target groups, which can be
divided according to the age of the consumers’ generations.

Owing to the increasing environmental awareness of consumers, many companies

undertake green product development (GPD) to add green attributes or environmental
C30 Social reputation
features to their final products, aiming to enhance their social reputation and attract
consumers.

The objective of green advertisements was influencing consumers' purchase behavior

C31 Consumer purchase behavior by encouraging them to buy products that do not harm the environment and direct
their attention to the positive consequences of their purchase behavior.
Companies that practice environmental solidarity with consumers are also a part of
the green marketing movement and by pledging donations to designated nonprofit or
C32 Promoting a green alliance
activist organizations geared toward saving the environment in some way, companies
can become part of a green alliance.

Marketers should consider marketing campaigns that emphasize products that express
genuine social and community values to increase the personal involvement of
C33 Social community value
As8 Supporting community consumers over generations; moreover, this involvement between consumers and
products may improve the sustainable brand position in the market.

As the administrative subject of social governance, the government has to make a

series of interventions in order to promote green products for the mitigation of
C34 Government support environmental pollution; therefore, governments in many countries and regions have
utilized legislation and policies to exert pressure on the core manufacturers in SCs to
develop green products.
As9 Public awareness C35 Public trust Trust is the main foundation of interpersonal relationships which is a requirement for
services and a basis for stability in relationships in social institutions and marketing
 and what most consumers consider before building a relationship with a company is
based on whether the company can be trusted or not.

For improving the environment and enhancing consumer surplus, it is best to enhance
C36 Consumers’ awareness consumers’ awareness of a product’s green degree and enable the consumers to derive
more positive utility from green marketing.

Because of rising consumer concern about polystyrene manufacture and ozone

depletion, McDonald's changed their clamshell packaging with waxed paper and
C37 Public concern
awareness-raising frequently promotes environmental issues, including public health
and or long term public concern.
The relationship by citing that environmental marketing campaigns have been shaped
Campaign into consumer's by research into a consumer’s internal values (both moral and esteem-based), which
Green marketing campaigns C38
values has shaped the course of 70% of successful green marketing campaigns conducted
within the last two decades.

The necessity for adaptation of advertising messages to target groups, since it was
“found out that consumers were more likely to join a sustainability campaign when
As10 Advertising with provincial
C39 the advertising appeal was conveyed with provincial norms (behavioral descriptions
norms
of a reference group distal (proximal) to one’s local setting and circumstances) rather
than with general norms”.

Manufacturers have always used ad campaigns that are directed towards

C40 Consumer segment environmentally friendly consumers and this has increased a segment of well-
informed environmentally-oriented consumers.

Directions: Please indicate your Validity and Important degree of each attribute to “Green marketing in the food service industry of Mongolia” in the
mark box below. Place a mark in the box of your answer.

Aspect:

Validity degree (1-

ASPECTS Important degree (1-10)
5)
 AS1 Performance in innovation
AS2 Advertising the green product
AS3 Green product development
AS4 Green management practice
Environmental impact and consumer
AS5
surplus
AS6 Environmental protection
AS7 Social responsibility
AS8 Supporting community
AS9 Public awareness
AS10 Green marketing campaigns
Criteria:

Validity level Important level Validity level (1- Important level

Criteria Criteria
(1-5) (1-10) 5) (1-10)
C1 Green pricing C21 Environmental attitudes
Cost-saving and competitive
C2 C22 Support environmental initiatives
advantage
C3 Green innovation C23 Environmental responsibility
C4 Support sustainable C24 Green positioning
C5 Promotion of the product C25 Environmental performance
C6 Green self-identity C26 Environmental knowledge
C7 Investing in green product C27 Changing attitudes
Promoting a green lifestyle by
C8 Green product C28
highlighting a product or service
C9 Green demand C29 Communication with target groups
C10 Green branding C30 Social reputation
C11 Green purchase C31 Consumer purchase behavior
C12 Green packaging C32 Promoting a green alliance
C13 Green disposal C33 Social community value
C14 Green design C34 Government support
Collaborative efforts and
C15 C35 Public trust
transparency
C16 Green marketing cost C36 Consumers’ awareness
C17 Consumer responsibility C37 Public concern
Ethical and environmental
C18 C38 Campaign into consumer's values
factors
C19 Consumer's emotion C39 Advertising with provincial norms
Environmental management
C20 C40 Consumer segment
measures

PLEASE ANSWER THESE RELATIVE ASPECT’S EFFECT ON EACH OTHER IN ALL BLANKS (effecting level scale: 1-5)

Effecting level scale

Very low effect 1
Low effect 2
Medium effect 3
Strong effect 4
Very strong effect 5

The assessment of aspects to aspects (aspects in the first column to the aspects listed in the first row of the table)

(For example, the affecting level of A1 to A2 is very strong: fill 5 in the blank
In reverse direction, if the affecting level of A2 to A1 is very low: fill 1 in the blank)

A1 A2 A3 A4 A5 A6 A7 A8 A9 A10
A1
A2
A3
A4
A5
 A6
A7
A8
A9
A10

DEMOGRAPHIC INFORMATION

Age: Gender:

Expertise: working field:

Job Position:

Year of experience in working/researching in the topic:

This is the end of this questionnaire.

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Thank you very much for your cooperation!