Abstract: The study examines direct, indirect, mediating, and moderating effects among stakeholder environmental pressure, environmental culture, green marketing orientation, environmental reputation, competitive advantage, and performance of manufacturing and pharmaceutical firms. We collected data from 252 top and middle managers of the firms using survey questionnaires. We used the Partial Least Square Structural Equation Modeling (PLS-SEM) and Process Macro models 4 and 1 to examine the direct, indirect, and moderating hypotheses, respectively. The results indicate stakeholder environmental pressure and environmental culture influence green marketing orientation and green marketing orientation influences competitive advantage and corporate performance, respectively. Furthermore, the results suggest that competitive advantage partially mediates the influence of green marketing orientation on corporate performance. Moreover, environmental reputation moderates the relationship between green marketing orientation and competitive advantage. The findings of the study suggest critical implications for both theory and practice.
Keywords: competitive advantage, corporate performance, environmental culture, environmental reputation, green marketing orientation, stakeholders’ environmental pressure.
Title: The Enablers and Consequences of Green Marketing Orientation
Author: Benard Korankye, Stancey Tumiso Nkgowe, Leslie Afotey Odai
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 12, Issue 3, July 2024 - September 2024
Page No: 106-124
Research Publish Journals
Website: www.researchpublish.com
Published Date: 26-July-2024
