Dublin Core
Title
Green Marketing Practices and Sustainability Performance of Manufacturing Firms: Evidence from Emerging Markets
Creator
DERRICK NUKUNU AKUDE, John Kwame Akuma, Emmanuel Addai Kwaning, Kojo Agyekum Asiama
Description
This study investigates the relationship between green marketing practices and the sustainability performance of manufacturing firms in emerging markets. A self-administered questionnaire was used to collect data from 270 respondents, and the analysis was conducted using Smart PLS-SEM (version 4). The results demonstrate a significant positive relationship between green internal marketing and the overall sustainability performance of the firms. Specifically, green marketing communication was found to positively influence both environmental and social performance, although it did not have a significant effect on financial performance. Likewise, the adoption of green products substantially improved environmental performance but did not significantly impact financial or social performance. Additionally, the study supports a positive association between green strategy implementation and sustainability …
Date
2025
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=qGn6xmQAAAAJ&citation_for_view=qGn6xmQAAAAJ:IjCSPb-OGe4C
Language
English