Green Marketing as a Mediator Between Supply Chain Management and Organizational Performance

Abstract

Purpose: The study aims to explore and describe the mediation of green marketing in the relationship between supply chain management and corporate performance. Originality/gap/relevance/implications: The prior intention was to fill an epistemological gap about green marketing. The presence of green marketing in regression decreases the magnitude of the relationship between supply chain management and performance in Brazilian construction companies. Key methodological aspects: The study was carried out using quantitative method with exploratory and descriptive purposes. An exploratory research was conducted through in-depth interviews with ten managers working in the construction business. A descriptive survey involved the application of a questionnaire answered by a sample of 133 respondents. Data was analyzed using descriptive statistics, linear regression and structural equation modeling. Summary of key results: Data showed that green marketing mediates, in part, the relationship between supply chain management and corporate performance. Key considerations/conclusions: As theoretical implications, the study reinforces positive correlations between the constructs used in the surveyed sector. It resorted to models previously developed that, combined, could be reproduced or falsified, in order to obtain, finally, convergent measurement models. As a practical application, it identified the involvement of employees in environmental issues, missions and visions with explicit statements on energy and water saving and green marketing initiatives to improve the corporate image, such as obtaining environmental certifications. In conclusion, it appears that the civil construction companies have room to improve the communication and image to stimulate both the supply and consumption of green products.

Methodological Perspective of Evaluation of Green Marketing Performance

“…Challenges also arise due to misconception of green marketing. Despite the fact that the concept dates back to the late 1960s (Zampese et al, 2016;Papadas et al, 2017), green marketing in some cases is associated with such marketing claims as recyclable, ozone friendly, etc. In some cases, the analysis of green marketing is limited to advertising context only (Chen, 2016), which is only part of the whole marketing construct.…”

Evaluation of Green Marketing Performance: A Methodological Perspective

“…In addition to this, there are misconceptions around the term "green marketing." The concept of green marketing appeared at the end of 1960s (Zampese et al, 2016;Papadas et al, 2017). This concept is concerned with such terms as ozone friendly, recyclable, etc.…”

Green marketing orientation: evolution, conceptualization and potential benefits

“…Evolution of green marketing covers three phases, i.e. ecological, environmental and sustainable (Mishra, Sharma, 2014;Zampese et al, 2016;Lazar, 2017;Papadas et al, 2017). During the first one, i.e.…”

“…Studies in the 2010's have investigated the impact of green marketing upon customer preferences, green marketing strategies (Suplico, 2009;Montague, Mukherjee, 2010). After 2011's researchers analyzed green marketing communication, management, limitations and potentialities of green marketing (D'Souza, 2015;Garg, 2015;Wymer, Polonsky, 2015;Zampese et al, 2016). During the last few years, the concept of green marketing has gained a substantial position in researches; however the topic of evolution, conceptualization and potential benefits of green marketing remains new and significant field of management studies.…”