Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance?
Nuryakin Nuryakin,Tri Maryati +1 more
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In this paper , the authors investigated the effect of green marketing orientation on green marketing performance of Batik SMEs in Yogyakarta, Indonesia, and concluded that green marketing orientations significantly affected green innovation and green competitive advantage.Abstract:
Abstract This study attempted to fill a gap in the literature and explore the effects of green marketing orientation on SMEs green marketing performance. According to the result, the critical role of green innovation and green competitive advantage were solutions to achieving green marketing performance. The researchers implemented the moderating role of experience manager or owner and education to enhance green marketing performance. A total of 223 samples of Batik SMEs in Yogyakarta, Indonesia, were selected and investigated. The purposive sampling method helped to collect data from respondents. The results concluded that green marketing orientation significantly affected green innovation. Green marketing orientation had a significant impact on green competitive advantage. Green innovation had a significant positive effect on green marketing performance. However, the owner or manager’s experiences did not moderate the relationship between green innovation and green marketing performance. The manager or owner’s educational background also did not support the relationship between green innovation and green marketing performance. The result of this study indicates the mediating role of green product innovation and green product competitiveness advantage on green marketing performance.read more
Citations
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References
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TL;DR: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept as mentioned in this paper, and the authors synthesize extant knowledge on the subject and pro-pose a knowledge-based approach.
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The Influence of Green Innovation Performance on Corporate Advantage in Taiwan
TL;DR: In this paper, the authors explored whether the performance of green innovation brought positive effect to the competitive advantage and found that the performances of the green product innovation and green process innovation were positively correlated to the corporate competitive advantage.
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The Driver of Green Innovation and Green Image – Green Core Competence
TL;DR: In this paper, the authors proposed a new construct called green core competence to explore its positive effects on green innovation and green images of firms and found that green core competences of firms were positively correlated to their green innovation performance and green image.
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Mainstreaming Green Product Innovation: Why and How Companies Integrate Environmental Sustainability
TL;DR: In this paper, a conceptual framework that presents three key environmental dimensions of green product innovation such as energy minimization, materials reduction, and pollution prevention as identified in the life cycle phases of products is proposed.