Work

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

Year: 2024

Type: article

Abstract: 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.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2024.104130

Authors: Lay Peng Tan, Riza Casidy, Denni Arli

Institutions: Macquarie University, University of Tasmania

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Climate action

Open Access status: hybrid

Estimated APC paid: $3,800