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Turning corporate environmental ethics into firm performance: The role of green marketing programs
Author(s) -
Han Meini,
Lin Han,
Wang Jiangyan,
Wang Yunzhen,
Jiang Wan
Publication year - 2019
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2290
Subject(s) - mediation , business , marketing , promotion (chess) , corporate social responsibility , mechanism (biology) , green marketing , business ethics , value (mathematics) , empirical research , distribution (mathematics) , public relations , sociology , political science , mathematical analysis , social science , philosophy , mathematics , epistemology , machine learning , politics , computer science , law
In this study, we develop a better understanding of the mechanisms by which corporate environmental ethics influences performance through the adoption of substantive actions. The empirical results of a moderated mediating analysis show that firms with higher environmental ethics are more likely to implement green marketing programs, consisting of the green production, pricing, distribution, and promotion programs and then improve firm performance. It is also observed that closure mechanism negatively moderates the mediation effect of green marketing programs because it leads to low trust and unwillingness to internal cooperation. These findings indicate that the value of corporate environmental ethics could not be determined in a vacuum, both strategy and people do matter when pursuing environmentally driven performance.