Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania

Abstract

Small and medium-sized enterprises are increasingly promoting environmental sustainability, a trend that has raised environmental awareness and inspired individuals and organizations to work together to create a more sustainable and greener future by implementing environmentally friendly practices. This study examines the influence of strategic green marketing orientation on environmental sustainability. Also, the study examines the moderating effect of green absorptive capacity on the relationship between strategic green marketing orientation and environmental sustainability. We used partial least squares structural equation modelling to test hypotheses with data obtained from 391 manufacturing enterprises in Tanzania via structured questionnaires. Our study's main findings show that strategic green marketing orientation has a significant and positive influence on environmental sustainability, and green absorptive capacity strengthens the positive effect of strategic green marketing orientation on environmental sustainability. Although there is scholarly interest in incorporating environmental considerations into business endeavors, there is little evidence on ways that a strategic green marketing orientation promotes environmental sustainability in a manufacturing context. Thus, our findings add to the literature on understanding environmental sustainability for manufacturing enterprises by revealing the role of strategic green marketing orientation and green absorptive capacity in explaining environmental sustainability. The study suggests that manufacturing enterprises should integrate environmental considerations into their strategic resources and endeavors to improve eco-friendly outcomes.