The Mediating Effect of Firm Characteristics on the Relationship Between Green Marketing and Sustainability Performance: A Critical Review of the Literature and Research Agenda

Abstract

Firms are beginning to determine how the adoption of green marketing can benefit or harm their sustainability performance. The application of green marketing which implies numerous changes in approach, which primarily relate to the modification of the basic elements of the marketing mix have taken strategic importance. This study paper aims to conceptualize and examine the empirical literature, theoretical and methodological gaps and propose conceptual framework for implementation of relationship between green marketing and sustainability performance. The theories underpinning the study are; Social Marketing theory, stakeholder’s theory and agency theory. The study proposes positivism philosophy as the most suitable philosophy in a bid to quantify the relationship between the constructs under the study. Descriptive research design will be used. Semi structured questionnaire will be used for data collection. Multiple linear regression model will be used for data analysis. Factor analysis will also be employed for testing indicators of green marketing and sustainability performance. Both descriptive and inferential statistics will be proposed for data analysis. Though the study was conducted on green marketing and sustainability performance, similar studies should be conducted on other variables apart from the ones discussed to show their relationship and also include various contextual aspects. Further studies should also consider other mediating and moderating variables apart from the ones proposed under this study Keywords: Green marketing, sustainability performance and firm characteristics DOI: 10.7176/EJBM/12-36-09 Publication date: December 31 st 2020