Drawing on the resource-based theory of the firm and contingency theory, we investigate the extent to which Green Marketing (GM)-green product, green price, green distribution, and green promotion-influences different SMEs’ performance indicators, using contextual factors (eg, sector, economic development, country global sustainable competitiveness & culture) as moderators. To this end, we developed an analysis of 133 studies with 47661 observations and 195 study effect sizes across 124 countries. Our results reveal that GM has a positive, medium effect on overall firm performance and that the most important antecedent is green promotion, with green distribution exerting the lowest impact. In addition, among the performance indicators, innovation performance is the most largely influenced by GM, while economic performance is the least. Moreover, our moderator analysis demonstrates that contextual factors (sector, economic development, country global sustainability competitive index, and culture) significantly moderate the GM—firm performance relationships. The implications of these findings from both theoretical and managerial viewpoints are systematically delineated.
Green marketing and SMEs performance: A meta-analysis
Matarazzo M;
2023-01-01
Abstract
Drawing on the resource-based theory of the firm and contingency theory, we investigate the extent to which Green Marketing (GM)-green product, green price, green distribution, and green promotion-influences different SMEs’ performance indicators, using contextual factors (eg, sector, economic development, country global sustainable competitiveness & culture) as moderators. To this end, we developed an analysis of 133 studies with 47661 observations and 195 study effect sizes across 124 countries. Our results reveal that GM has a positive, medium effect on overall firm performance and that the most important antecedent is green promotion, with green distribution exerting the lowest impact. In addition, among the performance indicators, innovation performance is the most largely influenced by GM, while economic performance is the least. Moreover, our moderator analysis demonstrates that contextual factors (sector, economic development, country global sustainability competitive index, and culture) significantly moderate the GM—firm performance relationships. The implications of these findings from both theoretical and managerial viewpoints are systematically delineated.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
