The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment

Eco‐innovation and business performance: the moderating effects of environmental orientation and resource commitment in green‐oriented SMEs

“…Resource commitment helps green‐oriented SMEs allocate resources to facilitate eco‐innovation and manage the risk of eco‐innovation effectively. In line with prior research showing that resource commitment affects eco‐innovation and its effects in large firms (Berrone et al, ; Li, ; Richey et al, ), our research provides insights into how resource commitment is also important for green‐oriented SMEs to benefit from eco‐innovation. In other words, committing appropriate resources will enhance the effect of SMEs, high risk and long‐run eco‐innovative activities.…”

“…Greater resource commitment provides the green-oriented SMEs with opportunities to attract external partners who have common environmental targets and offer complementary knowledge, resources and skills in the value chain. Several previous studies show that resource commitment affects the performance outcomes from eco-innovation (e.g., Li, 2014;Richey et al, 2014). Based on the RBV and prior research, we thus formulate the following hypothesis:…”

“…The first stream argues that environmental orientation, conceptualized as the firm's strategic recognition of environmental issues and responses to the environmental needs of external stakeholders (Banerjee, 2002), not only affects firm performance (e.g., Chan et al, 2012;Cheng et al, 2014), but also influences the development of eco-innovation (e.g., Gabler et al, 2015;Mond ejar-Jim enez et al, 2015) and its relationship with performance. The second stream highlights the role of organizational resources in supporting ecoinnovation and its outcomes (e.g., Berrone et al, 2013;Li, 2014;Richey et al, 2014).…”

Evaluation of Green Marketing Performance: A Methodological Perspective

“…In undertaking a literature review, we found that the most common techniques used in the evaluation of green marketing were questionnaires, observations and interviews. Questionnaire researches (Rivera-Camino, 2007;Abzari et al, 2013;Chan, 2013;Ko et al, 2013;Richey et al, 2014;Majerova, 2015;Nadanyiova et al, 2015;Singh, Kumar, 2015;Yadav et al, 2016;Papadas et al, 2017), and observations (Ham, Lee, 2011) are common for the evaluation of green marketing. These evaluations are grounded on data collected from organizations or their customers.…”

“…The review and analysis of the research in the field of green marketing has revealed a large variety of scales for the measurement of green marketing. Out of the ten measurement scales that were explored in this research (Chan, 2013;Fraj et al, 2013;Ko et al, 2013;Richey et al, 2014;D'Souza et al, 2015;Yadav et al, 2016;Papadas et al, 2017;Duffett et al, 2018;Chen, Yang, 2019;Dzulkarnain et al, 2019), three were one-dimensional tools for the measurement of green marketing performance (Fraj et al, 2013;Richey et al, 2014;Duffett et al, 2018). Scholars also proposed multidimensional tools to measure green marketing performance (Chan, 2013;Ko et al, 2013;D'Souza et al, 2015;Yadav et al, 2016;Papadas et al, 2017;Chen, Yang, 2019;Dzulkarnain et al, 2019).…”