Modelling a New Marketing Strategy in the Real Estate Market: Lean and Green Mass Marketing Mix Tools

This study aims to determine what Business-to-Customer (B2C) green marketing (GM) mix tools best meet customers' expectations and enable Business-to-Business (B2B) lean and GM strategies to be implemented throughout the entire supply chain in the housing industry. This study introduces lean, GM and GM mix tools to the housing industry and the management of its supply chain. Residential projects were investigated to determine whether stakeholders are satisfying environmentally conscious customers' expectations. A questionnaire was used as a research method, and SPSS and AMOS were adopted with a view to developing GM mix tools. This study identifies sixteen GM tools and contributes to the marketing literature by introducing six new GM tools. Empirical testing of both direct and indirect estimations of the models adopted by the study enabled different target segmentation-oriented product-based and non-product-based GM mix tools to be identified, thereby indicating how each stakeholder's B2B GM mix tool implementation contributes to the B2C GM mix. Applying GM to the housing industry as a management philosophy can help this industry to be more sustainable and environment-friendly by providing a cleaner process and progression throughout the construction project lifecycle.