Abstract
Small and Medium-Sized Enterprises (SME) are crucial in addressing climate change as they constitute more than 90% of global businesses. Building on the upper echelons theory, this study examines the driver of strategic green marketing orientation (SGMO) from the perspective of SME owner/manager. Through a survey involving 426 SME owners/managers in the United States, it reveals that SME owners/managers’ biospheric values positively influence SGMO via perceived competitive advantage, which in turns influence business performance. It also identifies perceived stakeholder pressures, perceived behavioral control, and perceived risks as key boundary conditions on the relationship between SGMO and its drivers.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
