Go Green or Green Will Go: Exploring the Nexuses between Covert & Guerrilla Marketing and Ecological Buying Behavior in Food Sector

Traditional marketing tactics have been significantly challenged by marketers, especially in the food sector. Companies have been engaging in covert and overt advertisements as an emerging marketing communication strategy to circumvent customer skepticism, build a good image, and create value for the brand. But there is a lack of literature regarding integrating traditional and new marketing tactics in building intention and ecologically conscious consumer behavior. Therefore, the purpose of the present study is to provide empirical evidence concerning the integration of different marketing tactics, i.e., Green Product Features, Green Pricing, Covert Advertisement, Overt Advertisement and Guerrilla Marketing, and their effects on Purchase Intention and Ecologically Conscious Consumer Behavior. The study also employs moderation of Brand Evangelism, Environmental Knowledge and Habitat Attitude between intention and behavior building. A visual appraisal technique was used by showing a video or picture as a sample of covert or overt marketing tactics before filling out a close-ended questionnaire to get accurate responses. The data from 568 customers of the frozen food industry were analyzed using the co-variance-based structure equation modeling technique with the help of AMOS. The findings of the study elaborate that parallel to the significant impact of conventional marketing mix tactics, covert, overt and guerrilla marketing are strong antecedents for intention building, which eventually develops Ecologically Conscious Consumer Behavior (ECCB). The results also affirm that intention can lead to ECCB significantly through brand evangelism and environmental knowledge. These findings reflect the importance of shifting marketers from conventional marketing tactics to novel hidden marketing techniques.