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Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia

The main purpose of this study is to investigate the impact of green marketing strategies on organizational performance. This research empirically examines the green marketing strategies practices by the ISO 14001 Environmental Management System certified firms in Malaysia. This research addresse...

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Main Author: Hasan, Zuhairah
Format: Thesis
Language:English
Published: 2019
Subjects:
Green marketing
Product management - Environmental aspects
Online Access:http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf
http://psasir.upm.edu.my/id/eprint/84631/
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spelling my.upm.eprints.846312021-02-25T02:44:07Z http://psasir.upm.edu.my/id/eprint/84631/ Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia Hasan, Zuhairah The main purpose of this study is to investigate the impact of green marketing strategies on organizational performance. This research empirically examines the green marketing strategies practices by the ISO 14001 Environmental Management System certified firms in Malaysia. This research addresses the issue on green marketing and attempt to provide an insight into the green marketing strategies practices by the ISO 14001 Environmental Management System certified firms in Malaysia. In ensuring the success of the green initiatives for better performance, this study will include the role of quality governance as a moderating factor between the green marketing strategies and organizational performance. Moreover, there has been limited literature on green marketing strategies which consists of green product, green price, green promotion, green distribution, strategic competency (top management and mission and vision) and marketing resources (physical resources and financial resources) as a success factor thus far. The relevant theories to show how they support the expected relationships between green marketing strategies, quality governance and organizational performance are Resource-Based View theory and Stakeholder theory. This study is using ISO 14001 EMS certified firms as survey sample and questionnaires as the main research instrument. A total of 150 responses were collected using simple random sampling technique. This study will employ partial least square-structural equation modelling (PLS-SEM) as the main statistical technique. The analysis assessment of the measurement model was performed to examine the correlation between construct and items. Next, the study assesses the structural model, which resulted that five out of eight hypotheses were supported. The results of testing the hypotheses that predicted; green product, green pricing, top management, mission and vision and financial resources significantly positively affects organizational performance. However, predictors such as green promotion, green distribution and physical resources is found to be not significantly related. The research also led to the importance of governance on the green marketing strategies implementation. The analysis on the moderating effect of quality governance on the relationship between the independent variables (green marketing strategies) and organizational performance indicated that, quality governance does not moderate the relationship between (green product, green pricing, green promotion, vision and mission, top management and physical resources) and organizational performance. Results show that quality governance weaken the relationship between (green distribution and financial resources) and organizational performance. The study is expected to bring in new findings as the past literature does not provide any sufficient evidence for the proposed model. Management implications to re-orient their marketing strategies are discussed. Recommendations and implications for further research are mentioned detail. 2019-03 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf Hasan, Zuhairah (2019) Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia. Doctoral thesis, Universiti Putra Malaysia. Green marketing Product management - Environmental aspects
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
topic Green marketing
Product management - Environmental aspects
spellingShingle Green marketing
Product management - Environmental aspects
Hasan, Zuhairah
Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
description The main purpose of this study is to investigate the impact of green marketing strategies on organizational performance. This research empirically examines the green marketing strategies practices by the ISO 14001 Environmental Management System certified firms in Malaysia. This research addresses the issue on green marketing and attempt to provide an insight into the green marketing strategies practices by the ISO 14001 Environmental Management System certified firms in Malaysia. In ensuring the success of the green initiatives for better performance, this study will include the role of quality governance as a moderating factor between the green marketing strategies and organizational performance. Moreover, there has been limited literature on green marketing strategies which consists of green product, green price, green promotion, green distribution, strategic competency (top management and mission and vision) and marketing resources (physical resources and financial resources) as a success factor thus far. The relevant theories to show how they support the expected relationships between green marketing strategies, quality governance and organizational performance are Resource-Based View theory and Stakeholder theory. This study is using ISO 14001 EMS certified firms as survey sample and questionnaires as the main research instrument. A total of 150 responses were collected using simple random sampling technique. This study will employ partial least square-structural equation modelling (PLS-SEM) as the main statistical technique. The analysis assessment of the measurement model was performed to examine the correlation between construct and items. Next, the study assesses the structural model, which resulted that five out of eight hypotheses were supported. The results of testing the hypotheses that predicted; green product, green pricing, top management, mission and vision and financial resources significantly positively affects organizational performance. However, predictors such as green promotion, green distribution and physical resources is found to be not significantly related. The research also led to the importance of governance on the green marketing strategies implementation. The analysis on the moderating effect of quality governance on the relationship between the independent variables (green marketing strategies) and organizational performance indicated that, quality governance does not moderate the relationship between (green product, green pricing, green promotion, vision and mission, top management and physical resources) and organizational performance. Results show that quality governance weaken the relationship between (green distribution and financial resources) and organizational performance. The study is expected to bring in new findings as the past literature does not provide any sufficient evidence for the proposed model. Management implications to re-orient their marketing strategies are discussed. Recommendations and implications for further research are mentioned detail.
format Thesis
author Hasan, Zuhairah
author_facet Hasan, Zuhairah
author_sort Hasan, Zuhairah
title Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
title_short Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
title_full Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
title_fullStr Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
title_full_unstemmed Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia
title_sort moderating role of quality governance between green marketing strategies and organizational performance in malaysia
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf
http://psasir.upm.edu.my/id/eprint/84631/
_version_ 1692993536049283072
score 13.211869

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