The Effect of Green Marketing Strategy on Firm’s Performance in the Context of Developing Country

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2023-04-10 DOI:10.1080/08911762.2023.2198493

Girma Tegene Demessie, Amit Shukla

引用次数: 0

Abstract

Abstract This study investigated the effect of green marketing strategy on firm performance. To this end, the study involved 380 manufacturing firms and obtained data from marketing/production managers through structured questionnaire. Structural equation modeling was used to test the hypotheses of the research. The findings revealed that the green marketing strategy positively affects firm performance through competitive advantage. Moreover, green marketing strategy has a direct positive influence on firm performance indicating a partial mediation and lastly, the indirect effect of green marketing strategy on firm performance through competitive advantage is moderated by competitive intensity.

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发展中国家背景下绿色营销战略对企业绩效的影响

摘要本研究探讨绿色营销策略对企业绩效的影响。为此，本研究以380家制造企业为对象，通过结构化问卷调查，从营销/生产经理处获取数据。采用结构方程模型对研究假设进行检验。研究发现，绿色营销策略通过竞争优势对企业绩效产生正向影响。此外，绿色营销策略对企业绩效有直接的正向影响，表明存在部分中介作用;最后，绿色营销策略通过竞争优势对企业绩效的间接影响受竞争强度的调节。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.