Abstract
This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative research approach was utilised for this investigation and a simple random sampling procedure was embraced. The target population for this examination was confined to heads of marketing departments within manufacturing SMEs in the Gauteng province of South Africa. The data analysis was done in Statistical Package for Social Sciences (SPSS) 25 for demographic data analysis and AMOS 25 was utilised for the structural equation modelling. The tested relationships produced satisfactory results consistent with how they were hypothesised. Unequivocally, it was discovered that green packaging and green advertising had a positive influence on competitive advantage and business performance. This investigation expands the knowledge base that presently exists in the field of green marketing, competitive advantage, as well as SMEs business performance. Likewise, this examination is important to manufacturing SME proprietors and supervisors since most them endeavour to have a competitive advantage and additionally, to boost profitability, as well as the business’ interest.
Highlights
Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco-friendly goods and services by employing recyclable and decomposed packaging, better pollution prevention methods, and a more efficient use of energy (Mukonza & Swarts, 2019)
Business firms have realized the importance of green marketing as a means of gaining competitive advantage over rivals in the industry and they are deploying a number of green marketing strategies to outsmart rivals in the industry so as to gain competitive advantage (Arseculeratne & Yazdanifard, 2014)
Researchers generally agree that green advertising plays a role in marketing; regarding the effectiveness of green requirements in advertising, the communication strategies remain unclear, and there is no comprehensive theory of green requirements (Kong & Zhang, 2014)
Summary
Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco-friendly goods and services by employing recyclable and decomposed packaging, better pollution prevention methods, and a more efficient use of energy (Mukonza & Swarts, 2019). Business firms have realized the importance of green marketing as a means of gaining competitive advantage over rivals in the industry and they are deploying a number of green marketing strategies to outsmart rivals in the industry so as to gain competitive advantage (Arseculeratne & Yazdanifard, 2014). Emeizan, Wahab, Zainon, and Obaid (2016) explains that firms and enterprises have adopted green marketing to increase their business performance and their corporate image. That is why this study focused on green packaging as an additional precursor of competitive advantage and business performance
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