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Turning corporate environmental ethics into firm performance: The role of green marketing programs

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  • Meini Han
  • Han Lin
  • Jiangyan Wang
  • Yunzhen Wang
  • Wan Jiang

Abstract

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.

Suggested Citation

  • Meini Han & Han Lin & Jiangyan Wang & Yunzhen Wang & Wan Jiang, 2019. "Turning corporate environmental ethics into firm performance: The role of green marketing programs," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 929-938, September.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:6:p:929-938
    DOI: 10.1002/bse.2290
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    Cited by:

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    5. Lin, Han & Chen, Lu & Yu, Mingchuan & Li, Chao & Lampel, Joseph & Jiang, Wan, 2021. "Too little or too much of good things? The horizontal S-curve hypothesis of green business strategy on firm performance," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    6. Khadija Hassan, 2024. "Consumer Behaviour Moderates the Effect of Green and Social Network Marketing and Strategies on Textile Business Performance in Faisalabad, Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 609-616.
    7. Tai-Wei Chang, 2020. "Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior," IJERPH, MDPI, vol. 17(7), pages 1-20, April.
    8. Guiyu Bai & Delin Meng, 2022. "Assessing Influence Mechanism of Management Overconfidence, Corporate Environmental Responsibility and Corporate Value: The Moderating Effect of Government Environmental Governance and Media Attention," IJERPH, MDPI, vol. 20(1), pages 1-19, December.
    9. Sayantan Khanra & Puneet Kaur & Rojers P Joseph & Ashish Malik & Amandeep Dhir, 2022. "A resource‐based view of green innovation as a strategic firm resource: Present status and future directions," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1395-1413, May.
    10. Di Luan & Hongjun Cao & Tongkun Qu, 2023. "How Does Corporate Green Innovation Strategy Translate into Green Innovation Performance Based on Chain Mediation?," Sustainability, MDPI, vol. 15(16), pages 1-20, August.
    11. Colin B. Gabler & Omar S. Itani & Raj Agnihotri, 2023. "Activating Corporate Environmental Ethics on the Frontline: A Natural Resource-Based View," Journal of Business Ethics, Springer, vol. 186(1), pages 63-86, August.
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    16. Han Lin & Lu Chen & Ming Yuan & Mingchuan Yu & Ye Mao & Fuwen Tao, 2021. "The eco‐friendly side of narcissism: The case of green marketing," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(6), pages 1111-1122, November.

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