The effect of green management on sustainable marketing orientation in small and medium industrial businesses: the mediating role of social legitimacy
Purpose: Based on a resource-based view, businesses have become limited and dependent on ecosystems. Strategy and competitive advantage will be based on the qualities that make economic activities compatible with the environment possible. Various research has been done in greening and implementing t...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Ayandegan Institute of Higher Education, Tonekabon,
2024-05-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
| Subjects: | |
| Online Access: | http://www.journal-imos.ir/article_192458_b702f582b434cc1371460f85be18adda.pdf |
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| Summary: | Purpose: Based on a resource-based view, businesses have become limited and dependent on ecosystems. Strategy and competitive advantage will be based on the qualities that make economic activities compatible with the environment possible. Various research has been done in greening and implementing the triple bottom line. However, there are main knowledge gaps in sustainable marketing research. First, little effort has been made to explain the impact of social legitimacy on sustainable marketing. Second, organizations are responding to the increasing pressure that puts more emphasis on recognizing and understanding the environmental expectations of stakeholders. Therefore, based on the resource-based view and institutional theory, we examine the effect of green management on sustainable marketing orientation and the mediating role of social legitimacy in small and medium-sized industrial businesses.Methodology: The current research is descriptive and correlational in terms of applied purpose and data collection method. The statistical population consists of managers and assistants of small and medium businesses in the three provinces of Lorestan, Ilam, and Kermanshah. The number of active businesses until 1401 in these three western provinces was 3123 industrial units. The data collection tool is a questionnaire delivered to 268 samples online and offline. In this research, Structural Equation Modeling (SEM) and Partial Least Squares (PLS) were used to investigate and evaluate the justified relationships through social legitimacy. A two-step approach has been used to analyze the collected data. In this method, after assessing the measurement model in terms of reliability and validity, the structural model will be evaluated to test and confirm the hypotheses. The proposed criteria introduced by Hir et al. had adopted to assess the measurement model and the structural model, which include several criteria such as "standardized factor loading" (> 0.7), "composite reliability (CR)" (> 7. 0), Average Variance Extracted (AVE) (> 0.5), Normalized Fit Index (NFI) (above 0.90), Standardized Root Mean Square Residual (SRMR) (< 0.08), the coefficient of determination (R2) (> 0.1). The new CVPAT index, instead of the Stone-Geisser Q2 index (>0.0), has been used. The new HTMT index also evaluates the divergent validity of the structural model. The mediating role of social legitimacy was measured by bootstrapping and Variance Accounted For (VAF) tests. Ultimately, the F2 effect size index is analyzed.Findings: Positive and significant relationships exist between green management, social legitimacy, and sustainable marketing orientation. Also, social legitimacy plays a (partial) mediating role in the relationship between green management and sustainable marketing orientation.Originality/Value: In the current research, the effect of green management via social legitimacy sustainable marketing orientation in small and medium-sized industrial businesses in Iran is assumed. Based on the findings, the social legitimacy that follows the application and implementation of green management in small and medium-sized industrial Businesses causes these businesses to have sustainable marketing orientation. |
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| ISSN: | 2783-1345 2717-4581 |