Abstract
ABSTRACT Purpose: The study aims to explore and describe the mediation of green marketing in the relationship between supply chain management and corporate performance. Originality/gap/relevance/implications: The prior intention was to fill an epistemological gap about green marketing. The presence of green marketing in regression decreases the magnitude of the relationship between supply chain management and performance in Brazilian construction companies. Key methodological aspects: The study was carried out using quantitative method with exploratory and descriptive purposes. An exploratory research was conducted through in-depth interviews with ten managers working in the construction business. A descriptive survey involved the application of a questionnaire answered by a sample of 133 respondents. Data was analyzed using descriptive statistics, linear regression and structural equation modeling. Summary of key results: Data showed that green marketing mediates, in part, the relationship between supply chain management and corporate performance. Key considerations/conclusions: As theoretical implications, the study reinforces positive correlations between the constructs used in the surveyed sector. It resorted to models previously developed that, combined, could be reproduced or falsified, in order to obtain, finally, convergent measurement models. As a practical application, it identified the involvement of employees in environmental issues, missions and visions with explicit statements on energy and water saving and green marketing initiatives to improve the corporate image, such as obtaining environmental certifications. In conclusion, it appears that the civil construction companies have room to improve the communication and image to stimulate both the supply and consumption of green products.
Highlights
Under the growing pressure of demand for goods and services, determined by global population multiplication, companies are at risk of causing damage to ecosystems
The presence of green marketing in regression decreases the magnitude of the relationship between supply chain management and performance in Brazilian construction companies
Several studies have been conducted in different markets and countries to verify the direct effect of Green supply chain management (GSCM) and organizational performance such as Wagner, Schaltegger and Wehrmeyer (2001) and Bowen et al (2001)
Summary
Under the growing pressure of demand for goods and services, determined by global population multiplication, companies are at risk of causing damage to ecosystems. Concerning the integration between SCM and green marketing, according to Rao and Holt (2005), when implementing the green supply chain management, companies expected an improvement in environmental performance, and corporate image recognition, competitive advantage and marketing exposure. Several studies have been conducted in different markets and countries to verify the direct effect of GSCM and organizational performance such as Wagner, Schaltegger and Wehrmeyer (2001) and Bowen et al (2001) Other studies, such as Green Jr, Whitten and Inman (2012), established that supply chain management had an indirect effect on the performance of American companies in different fields and concluded that marketing performance was the path that led to financial results. It is expected that: H4: Green marketing mediates the relationship between green supply chain management and organizational performance
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