Green Marketing Orientation Research Articles

The Impact of Green Entrepreneurial Orientation, Market Orientation, and Green Supply Chain Management Practices on Sustainable Firm Performance

The Impact of Green Entrepreneurial Orientation, Market Orientation, and Green Supply Chain Management Practices on Sustainable Firm Performance

Drivers of strategic green marketing orientation: An SME owner-manager perspective

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.

The Impact of Green Entrepreneurial Orientation and Greenmarket Orientation on SME's Performance: The Role of Green Innovation

Protecting the environment has turned into a competitive market problem, affecting the success of small businesses. Much research has been done on the direct links between green entrepreneurial orientation, green market orientation, green innovation, and SME success. However, few studies look at the indirect links through the lens of green innovation. This study aims to find out if green market orientation and green entrepreneurial orientation impact the success of small and medium-sized businesses. PLS-SEM is used to test the theories quantitatively. Conversations with Batik SME business owners in Ponorogo City were used to gather data. Thirty people took part in this study. The results show that green market orientation and green entrepreneurial orientation have both direct and indirect effects on the success of small businesses. Green innovation also has a direct impact on the success of small and medium-sized enterprises, as well as affects green business orientation and green market orientation. Keywords: green entrepreneurial orientation, green market orientation, green innovation, SME performance

The Impact of SMEs Capability for Service Innovation and Its Tactical Green Marketing on Sustainable Business Performance

Corporate social responsibility (CSR) is now central to all firms. Customers now expect companies to promote sustainability and social well-being actively. This study examines the direct and indirect effects of stakeholder pressure (SP), corporate social responsibility (CSR), tactical green marketing orientation (TGMO), and service innovation competence (SIC) on five sectors of Pakistani Small and Medium enterprises’ (SME) sustainable business performance (SBP). The paper used a resource-based view and stakeholder theories. An online questionnaire collected data from 284 SMEs in five areas. The study tested its hypotheses using partial least squares (PLS) 4.0 path modeling. The study found that stakeholder pressure and corporate social responsibility (CSR) affect tactical green marketing and sustainable organizational performance. The data also shows that tactical green marketing mediates the impact of stakeholder pressure and CSR on sustainable business performance. Service innovation moderates the link between tactical green marketing orientation and sustainable business performance. This study seeks to clarify and improve the relationship between tactical green marketing and company sustainability. This It gives management a complete picture of the company’s long-term success.

Will leadership styles lead enterprises toward green marketing orientation?

<p>To continually deepen Taiwan’s corporate governance and enhance corporate sustainable development, the Taiwanese government has developed sustainable policies and measures to achieve the net-zero goal. The study utilized data from a longitudinal multiple case study of 17 Taiwanese company’s employees to provide an overview of the impact of characteristics of leadership on Corporate Social Responsibility (CSR), green marketing orientation and firm performance in different industry (mainly service industry). This paper discovered that if the enterprise embraces a CSR concept, it tends to integrate green marketing into its operational thinking. Green marketing orientation might affect the relationship between CSR and firm performance. Furthermore, based on the resource-based theory, when the leadership styles of top managers guided employees to understand the significance of green marketing orientation, may influence firm performance.</p> <p> </p>

The Analysis of Sustainable Firm Performance in Textiles SMEs in Bogor, Indonesia

Green supply chain management (GSCM) is an environmentally friendly initiative for all stages of the product life cycle, from product design to handling when the product life cycle ends. This research aims to determine the impact of green entrepreneurial orientation, market orientation, and green supply chain management practices on sustainable firm performance. The sample used was textile SMEs in Bogor Regency, with 62 respondents. The technique used for sampling is purposive sampling with the criteria of SMEs applying the green supply chain management concept. Data was collected through a questionnaire and analyzed using PLS (Partial Least Square). The study shows that green entrepreneurial orientation does not affect green supply chain management practices. Market orientation influences green supply chain management practices. Green supply chain management practices influence sustainable firm performance. Green supply chain management practices do not mediate the relationship between green entrepreneurial orientation and sustainable firm performance but do mediate the relationship between market orientation and sustainable firm performance.

Green practices and economic performance: Mediating role of green innovation in Ethiopian leather, textile, and garment industries—An integrated PLS-SEM analysis

Incorporating green issues into business operations is indisputable, as this is mandatory in today's environmental era. The purpose of this study was to explore the structural link between green practices such as green manufacturing, green marketing orientation, green human resource management, green investment, and the economic performance of textile and leather firms in Ethiopia through green innovation. This study was carried out utilizing a quantitative method, and 201 surveys were used to gather the data from the top managers and general managers of medium and large textile and leather firms in Ethiopia using stratified random sampling. To test the hypothesis, partial least squares structural equation modeling (PLS-SEM) was used. The results of this study demonstrate that green practices, specifically green manufacturing practices (GMP), green marketing orientation (GMO), and green investment (GIV), have a positive and substantial contribution to firms' economic performance (EP) and green innovation (GIN). However, the advancement of GIN is not significantly affected by the adoption of sustainable human resources management (HRM). Moreover, green innovation facilitates the connection between economic success, GIV, and GMO. Nonetheless, when it comes to the relationship between GHRM, green manufacturing practices, and economic success, green innovation plays no mediating function. According to this research, a company's management ought to strengthen its green practices as lower expenses would boost its economic outcome.

Utilization of green internet of things (GIoT) applications towards sustainable performance: The antecedents and consequences of carbon footprint

This study aims to propose and investigate the key factors that predict the Utilization of Green Internet of Things (U-GIoT) applications by business organizations. This study will also look at the effect of using GIoT applications on energy efficiency and carbon footprint reduction, which in turn, contributes to the sustainable green performance. Therefore, value-belief-norm theory (VBN) was chosen as the theoretical basis for this study's conceptual model. Two constructs derived from VBN (i.e. biospheric value and ecological worldview) are suggested as key predictors for the use of GIoT applications. The conceptual model is extended by considering the role of green marketing orientation (GMO); green energy awareness; and energy knowledge/technical capabilities. The current model also suggests that the utilization of GIoT applications would impact both energy efficiency and carbon footprint reduction. Online questionnaires are used to gather data from a purposive sample (n = 500) of managers and employees at different levels in different service organizations. Statistical results show strong evidence demonstrating the significant effect of biospheric value; ecological worldview; green marketing orientation (GMO); and energy knowledge/technical capabilities with GIoT. This study presents a valuable contribution that helps researchers; policy-makers, and practitioners to identify and understand the most important antecedents and consequences of U-GIoT. It is also worth noting for future studies looking at different applications of pro-environmental behaviour such as sustainable practices, green mobility and transportation, paperless work; recycling; reducing waste levels; and smart green solar. Policy-makers, decision-makers, practitioners and specialists in green energy systems (i.e. GIoT) will be able to use this information for future improvement.

Exploring the green edge: the role of market orientation and knowledge management in achieving competitive advantage through creativity

This study examines the interconnectedness between Green Market Orientation (GMO) and Green Knowledge Management (GKM) in connection to Green Competitive Advantage (GCA) within Chinese green businesses. This research also focuses on the mediating influence of Green Creativity (GC). Drawing on the Knowledge-Based View (KBV), we examine how GMOs and GKM improve enterprises’ green creativity and subsequent green competitive advantage. Using a comprehensive survey of 325 environmentally conscious Chinese companies and an advanced PLS-SEM analysis, our findings offer several important insights. Our findings reveal that GMOs substantially affect both GC and GCA, highlighting their crucial role in fostering a company’s innovative green capabilities and competitive position. Concurrently, GKM positively affects GC and GCA, emphasizing the importance of effectively using and leveraging green knowledge within businesses. Furthermore, we observe the mediating role of GC in the relationships between GMO and GCA, as well as GKM and GCA. This finding underscores the need to promote GC to maximize the advantages of market orientation and knowledge management in attaining a green competitive advantage. These results not only add to the existing KBV theoretical framework, but they also have important implications for managers because they show how important it is to fully incorporate green practices into an organization’s strategy in order to gain a sustainable competitive advantage.

Internal green marketing orientation and brand citizenship behavior: The role of organizational pride and individual green values

Internal green marketing orientation and brand citizenship behavior: The role of organizational pride and individual green values

WHEN AND HOW GREEN TRANSFORMATIONAL LEADERSHIP LEADS TO GREEN TECHNOLOGY INNOVATION: THE MEDIATION EFFECT OF GREEN INNOVATION CAPABILITY

Realising the customers’ demands for green products, green technology innovation (GTI) serves as the way for businesses to grow, seek continued profit, and attain a competitive edge. Based on a paper-based survey of 337 respondents from Chinese hi-tech companies, this study utilised PROCESS Macro to analyse the impact of green transformational leadership (GTL) style on GTI through green innovation capability (GIC). Also, the study examined the adjustment effect of green market orientation (GMO). The findings indicated a statistically significant and favorable relationship between GTL and GTI through GIC. It also provided evidence to support the notion that GMO has a constructive role in moderating the association between GIC and GTI. These findings provide valuable insights into sustainable practises within Chinese high-tech enterprises, thereby enhancing our comprehension of this subject. Additionally, the study offers practical implications for leadership tactics that promote green innovation.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

The Influence of Religious Identification on Strategic Green Marketing Orientation

Small and medium-sized enterprises (SMEs) play a critical role in the green economy due to their significant environmental footprint. Because more than 84% of the world’s population identifies with a religion, most SME top-executives are likely to identify with a religion that would influence their decision-making. Despite these recent advances, prior studies have focused on SMEs’ external drivers and did not consider the role of internal drivers, such as the characteristics of SMEs’ top-executives, in influencing green marketing strategy. We aim to address this gap by focusing on religious identification as a key driver of green marketing by SMEs. Specifically, we examine the effects of top-executives’ religious identification on strategic green marketing orientation (SGMO), and how such effects are moderated by political ideology. Using respondents comprised of CEO and/or owner-managers of SMEs in the US, the results show empirical evidence supporting the importance of religious identification in influencing green marketing decisions. Moreover, we found that the effects of religious identification on SGMO are more pronounced among top-executives with Conservative ideology.

The Effect of Digital Green Strategic Orientation On Digital Green Innovation Performance: From the Perspective of Digital Green Business Model Innovation

Digital technology is gradually penetrating into all kinds of business of green innovation and green development. However, China’s industrial Internet technology foundation is weak. Scholars’ researches on the impact of digital green strategic orientation (DGSO) on digital green innovation performance (DGIP) and the intermediary role of digital green business model innovation (DGBMI) is relatively backward. Therefore, it is particularly important to divide the dimensions of DGSO from the perspective of DGBMI to describe the mechanism of DGIP. In this study, multiple regression approach was used to test the effect of DGSO on DGIP. The mediating role of DGBMI was explored through 562 questionnaires. In addition, the study divides the DGSO into three dimensions: green market orientation (GMO), digital green technology orientation (DGTO), and government orientation. DGBMI is divided into two dimensions: efficiency type and integration type. The results are as follows. (1) GMO, DGTO and government orientation all have positive effects on the improvement of DGIP. (2) GMO has a greater impact on integration DGBMI (IDGBMI). The influence of DGTO on efficient DGBMI (EDGBMI) is more significant. (3) Government orientation has a positive impact on EDGBMI. The influence of DGSO on DGIP can be realized through the intermediary role of EDGBMI and IDGBMI. The essence of this research is to help enterprises understand the characteristics of internal and external environment and make digital-green strategy-oriented choices to improve their DGIP. This study has a certain theoretical contribution to elucidating the influence of DGSO on DGIP and the mediating role of DGBMI. This study also provides a practical basis for enterprises’ digital green innovation practice based on their own environmental optimization and matching of DGSO to improve competitiveness.

Humane Entrepreneurship in the Circular Economy: The Role of Green Market Orientation and Green Technology Turbulence for Sustainable Corporate Performance

The modern business world is confronted with growing social and environmental issues, which pose a serious challenge to pursuing sustainable growth. Drawing from the natural resource base view and stakeholder theory, this study examines the effect of humane entrepreneurship on sustainable corporate performance through the mediating mechanism of green market orientation and the moderating role of green technology turbulence. Cross-sectional data were obtained from Turkish small- and medium-sized enterprises (SMEs) across various sectors. This research adopts a quantitative approach. In total, 393 valid responses obtained from managers of SMEs were utilized to examine the above relationships. The results indicate that humane entrepreneurship has a positive effect on sustainable corporate performance. Humane entrepreneurship has a positive effect on green market orientation. Green market orientation has a positive effect on sustainable corporate performance. The relationship between humane entrepreneurship and sustainable corporate performance is partially mediated by green market orientation. The relationship between humane entrepreneurship and sustainable corporate performance is further strengthened in a highly green technology turbulent environment. The indirect positive effect of humane entrepreneurship on sustainable corporate performance through green market orientation is the strongest when green technology turbulence is high. Simultaneously examining the mediation and moderation relationships, we provide novel insights that extend traditional entrepreneurial vision to a more environmentally conscious humane entrepreneurship approach. The study provides a comprehensive picture of how green market orientation and green technology turbulence are involved in using humane entrepreneurship to achieve superior sustainable corporate performance in the circular economy context.

Green supply chain and market orientation: Catalysts for sustainable green knowledge management

The purpose of this study is to concurrently test the effect of green market orientation and green supply chain management on establishing green knowledge management among Malaysian manufacturing companies. To empirically test the model, the authors developed quantitative research by collecting data from 115 manufacturing organisations operating in Malaysia. Partial least squares structural equation modelling was used to analyse the data. The results of the study reveal that green market orientation has a significant and direct positive effect on green knowledge management. Equally, green supply chain management has a direct positive and significant effect on green knowledge management. The findings of this study provide insights for practitioners, academia, and policymakers on how to use the selected variables to improve the sustainability performance of organisations.

Internal green marketing orientation and business performance: The role of employee environmental commitment and green organizational identity

The research examines the idea that Internal Green Marketing Orientation (IGMO) is a strategic approach within the tourism and hospitality industries that focuses on integrating environmentally friendly practices into the organizational culture. It encompasses how a business perceives, values, and prioritizes environmental concerns as part of its internal operations. IGMO, as a fundamental aspect of a company's strategy, plays a significant role in shaping Business Performance (BP) in this sector. How does IGMO influence Business Performance (BP) in the tourism and hospitality industries, and what is the role of Employee Environmental Commitment (EEC) and Green Organizational Identity (GOI) in this relationship? The purpose of this study is to find the answers to the previous questions. The study randomly gathered data via time-lagged surveys distributed among workers with at least two years of experience in hotels and tourism companies in Egypt. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the perceptions of 338 employees working in hotels and tourism companies in Egypt. The study's results showed that IGMO is positively associated with BP. Furthermore, IGMO is positively associated with EEC. In addition, EEC is positively associated with BP. EEC succeeded in mediating the association between IGMO and BP. Finally, the study proved that GOI moderates the association between IGMO and EEC. Practical implications include prioritizing IGMO, fostering employee environmental commitment, recognizing the impact of employee commitment on business performance, leveraging employee commitment as a mediator, and understanding the role of green organizational identity in shaping employee commitment.

Green Innovation & Green Competitive Advantage in the impact of Green Marketing Orientation on Purchase Intention on the Use of Fabric Shopping Bags in UMS Management Students

This study investigates how Green Innovation and Green Competitive Advantage contribute to the impact of Green Marketing Orientation on Purchase Intention on the Use of Fabric Shopping Bags in UMS Management Students. With the phenomenon that we've raised is that it's all about shopping using a totebag. The methods used in this research are quantitative research methods as well as sample selection using purposive sampling approaches. The research was conducted at the 2020 Military Management Students of Muhammadiyah University of Surakarta. The study used a sample of 150 students who had been confirmed and eligible for testing because they had passed the data checking phase. Where data is measured numerically and uses Structural Equation Modeling with Partial Least Square. SmartPLS 3.0 was utilized in this program. The findings of this study indicate that Green Competitive Advantage significantly affects Purchase Intention, Green Innovation significantly does not affect Purchase Intention, Green Marketing Orientation significantly affects Green Competitive Advantage, Green Marketing Orientation significantly affects Green Innovation, Green Marketing Orientation does not affect Purchase Intention, Green Competitive Advantage significantly provides a mediating effect on Green Marketing Orientation and Purchase Intention, Green Innovation significantly does not provide a mediating effect on Green Marketing Orientation and Purchase Intention.

EFFECT OF ENVIRONMENTAL MARKETING ON CHANGE IN MARKET SHARE: MODERATED MEDIATION OF INTERNAL GREEN MARKETING ORIENTATION AND STRATEGIC GREEN MARKETING ORIENTATION

The study is conducted to examine the influence of environmental marketing on changes in market share. Specifically, it aims to explore the intricate functions of internal green marketing orientation and strategic green marketing orientation as possible moderated mediators. Based on the expanding domain of green marketing and sustainable business practices, this study suggests that the impact of environmental marketing on market share is contingent upon a firms internal green marketing orientation. Furthermore, the efficacy of this mediation is dependent on the firms strategic stance towards green marketing. The study applies regression modelling to examine the claimed links, using a sample of 150 enterprises across various industries. The findings suggest that organisations that possess a strong internal green marketing orientation see an upward trend in terms of market share. The aforementioned findings highlight the significance of incorporating internal and strategic green marketing strategies with environmental marketing endeavours. In order to optimise market share growth through environmental marketing, it is crucial for organisations to establish a comprehensive alignment between their internal operations and strategic green initiatives. This research provides significant insights for managers and marketers who seek to utilise environmental activities as a means to gain a competitive edge in the market. It emphasises the need of adopting a unified and internally coherent strategy to green marketing. KEYWORDS: Environmental marketing, Internal green marketing orientation, Strategic green marketing orientation, Market share, Sustainable business practices, Competitive advantage

Environmental Awareness of Employees as a Mediating Variable in the Relationship between the Marketing Orientation of Green Star Hotels and Sustainable Tourism in Egypt

This research delves into how employees’ environmental Awareness mediates the connection between Green Star hotels’ marketing strategies and sustainable tourism in Egypt. It employs a questionnaire-based approach, surveying green marketing orientation, employee environmental awareness, and sustainable tourism dimensions using a Likert scale. The study’s population consists of patrons of compliant Green Star hotels, with 384 individuals sampled systematically. Structural Equation Modeling (SEM) via the Smart PLS program enables comprehensive data analysis. The findings underline the substantial contribution of green marketing strategies in Green Star hotels to sustainable tourism growth in Egypt. These encompass green product offerings, pricing, promotion, and distribution practices, aligning with eco-conscious tourists’ preferences. Notably, employees’ environmental Awareness emerges as a potent mediator, magnifying the positive impact of green marketing on sustainable tourism. These findings underscore the pivotal role of green star hotels in steering Egypt’s tourism sector towards sustainability. It underscores the necessity for investments in enhancing employee environmental awareness and fostering ecological responsibility within the industry.