绿色营销策略对企业财务绩效的影响。政府政策的调节作用

Business and Economic Horizons Pub Date : 2019-01-01 DOI:10.22004/AG.ECON.301150

B. Eneizan, Ali Matar, Abdelghafour Al-Zawahreh, Abdelbaset M. Alkhawaldeh, Odai Eneizan

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引用次数: 9

摘要

为了理解绿色营销策略与企业绩效之间的关系，并评估政府政策在这种相互联系中的调节作用，本研究遵循了利益相关者和资源基础两种主要理论。本文旨在以约旦汽车经销商为例，探讨绿色营销组合策略对企业整体绩效和财务绩效的影响。为了实现这一目标，本研究收集了约旦386名绿色汽车经销商的数据。研究采用结构方程模型(SEM)。研究发现，规模、学历、经验、产品、分布、实物证据、流程对企业整体绩效的影响显著，年龄、产品、晋升对企业财务绩效的影响显著。分析发现，政府政策对教育和绿色营销策略对企业整体绩效的影响具有调节作用。

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Effects of green marketing strategy on firm financial performance. The moderating role of government policy

The present study follows two main theories - stakeholder and resource-based view - in order to understand the relationships of green marketing strategy and firm performance, and evaluate the moderating role of government policy in this interconnection. The paper aims to explore effects of green marketing mix strategy to overall performance and financial performance of firms using the case of car dealers in Jordan. To meet this aim, the present research collects data from 386 green car dealers in Jordan. The study performed structural equation modelling (SEM). The research has found that the effects of size, education, experience, product, distribution, physical evidence, process on the firm overall performance and the effects of age, product, and promotion on the firm financial performance are significant and positive. The analysis has found that government policy has a moderating effect on the influence of education and green marketing strategy on the firm overall performance.

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Business and Economic Horizons ECONOMICS-

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期刊介绍： The Business and Economic Horizons (BEH) is an international peer-reviewed journal that publishes high quality theoretical, empirical, and review papers covering the broad spectrum of research in areas of economics, business, management, and finance. The journal aim is to bridge the gap between the theory and the observed data in these constantly developing domains. BEH Editorial Board welcomes the high-quality original research articles and review papers that verify the well-grounded and the emerging theories by employing the econometric, statistical methods or other relevant empirical methods in theoretical and applied economic analysis. BEH does not discriminate articles utilizing the non-mainstream approaches such as experimental research, institutional analysis, other variations of heterodox and developmental economic studies. Therefore, the submissions in any field of micro- and macroeconomics, business ethics, economic policy or finance are appropriate for this journal. We hope, the provided contributions will help to understand the contemporary challenges faced by the private and public sector and will establish an international forum of empirical research.