Green Marketing Orientation and Environmental and Social Performance of Hospitality Firms in South Africa

Abstract

The pressure on businesses to engage not only on profitability but also on social and environmental responsibility has increased in recent times. The study empirically tested the relationship between green marketing orientation (GMO) and environmental and social performance in the context of firms in the hospitality industry. Sustainable performance measurement focuses not only on financial but also on social and environmental performance. The study used the quantitative research design, and the cross-sectional survey method was used for data collection from 192 respondents. Descriptive statistics, Pearson correlation, and regression analysis were used for data analysis. Cronbach’s alpha was used as a measure of reliability. The results indicated a significant positive relationship between GMO and environmental and social performance of hospitality firms. The findings of the study suggest that GMO is a firm-level strategic resource that can improve the sustainable performance of firms in the hospitality sector. Theoretically, the study linked GMO to environmental and social performance of firms. Empirically, the study adds to the literature on the effect of GMO on sustainable performance. Practically, the study suggested recommendations that can improve the adoption of GMO by firms. These include green design, green positioning, green supply chain, and green strategy.

The Role of Green Innovation between Green Market Orientation and Business Performance: Its Implication for Open Innovation

“…This research continues the works of Fatoki [8], Papadas [13], and Chan et al [4] and proposes some opportunities for future research. As suggested by Chan et al [4], future research should identify various types of institutional or external pressures and investigate their effects on green innovation.…”

“…Green market orientation in this study is defined as perceived business strategies and activities to provide goods or services focusing on green consumers. To measure green market orientation, ten statements of Deshpandé and Farley [78], as well as Fatoki [8], were adopted and slightly modified to accommodate the issue of environmentally friendly market orientation. This research used the Likert scale, with ratings from "strongly disagree (1)" to "strongly agree (5)".…”

“…Many people choose to buy green products, to minimize their impact on environment [1], are willing to support environmental protection, are environmentally responsible, and tend to seek information and learn about green products [7]. The emergence of green consumers has changed the new competitive landscape in the business world [8]. Companies must pay attention to environmentally friendly competitors in the era of green business [9,10].…”

“…Therefore, this research is based on manufacturing MSMEs. Finally, Fatoki [8] recommended that other studies can test the effect of green marketing orientation on performance, using other measures. As suggested, this study uses both financial and non-financial indicators to measure business performance, as well as employing a mediation research model involving green market orientation, green innovation, and business performance, which remains rare in the research setting of Indonesian MSMEs.…”

An Integrated Organisational Culture for Sustainable Environmental Performance in the Nigerian Context

“…Similarly, Efobi, Belmondo, Orkoh, Atata, Akinyemi, & Beecroft [46] sought for the increase of adoption of government policies to reduce the high rate of environmental degradations in form of liquid, solid and gas that is prevalent both in Nigeria and Ghana. Additionally, beyond the government rules and regulations to protect the environment, interestingly, Fatoki [47] studies in South Africa asserts that there is an increasing awareness of consumers demanding for more environmentally-friendly products and services for both humans and the sustainability of the environment. Moreover, Fatoki [48] considered the responsibility on the side of organisations in the hospitality industry in South Africa.…”