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Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa

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  • Eugine Tafadzwa Maziriri

Abstract

This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative research approach was utilised for this investigation and a simple random sampling procedure was embraced. The target population for this examination was confined to heads of marketing departments within manufacturing SMEs in the Gauteng province of South Africa. The data analysis was done in Statistical Package for Social Sciences (SPSS) 25 for demographic data analysis and AMOS 25 was utilised for the structural equation modelling. The tested relationships produced satisfactory results consistent with how they were hypothesised. Unequivocally, it was discovered that green packaging and green advertising had a positive influence on competitive advantage and business performance. This investigation expands the knowledge base that presently exists in the field of green marketing, competitive advantage, as well as SMEs business performance. Likewise, this examination is important to manufacturing SME proprietors and supervisors since most them endeavour to have a competitive advantage and additionally, to boost profitability, as well as the business’ interest.

Suggested Citation

  • Eugine Tafadzwa Maziriri, 2020. "Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1719586-171, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1719586
    DOI: 10.1080/23311975.2020.1719586
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    Cited by:

    1. Mahmoud Abdulai Mahmoud & Ernest Kafui Kwasi Tsetse & Ernest Edem Tulasi & Donne Komla Muddey, 2022. "Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions," Sustainability, MDPI, vol. 14(23), pages 1-14, December.
    2. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    3. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    4. Anteneh Mulugeta Eyasu & Demoz Arefayne, 2020. "The effect of corporate social responsibility on banks’ competitive advantage: Evidence from Ethiopian lion international bank S.C," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1830473-183, January.
    5. Krishna Moorthy & Aufa Amalina Kamarudin & Lee Xin & Lim Min Hui & Lim Thong Way & Puah Sien Fang & Wong Carmen, 2021. "Green packaging purchase behaviour: a study on Malaysian consumers," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 15391-15412, October.
    6. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.

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