The Impact of Green Marketing Orientation Dimensions: A Mediation and Moderation Analysis of the Beverage Industry in Ghana

Abstract

The practice of green marketing orientation (GMO) is viewed in recent times by organisations as a differentiation tool to achieve organisational performance. The rise in the practice of green marketing orientation in marketing practice and management has attracted scholarly attention in the past few decades and depending on a particular discipline, the concept has witnessed different conceptualisations. However, for this study, the concept has been conceptualised as Strategic green marketing orientation (SGMO), Tactical green marketing orientation (TGMO) and Operational green marketing orientation (OGMO) and how they together impact organisational performance (PERF). Following the conceptualisation above, the key objective of this study was to investigate the impact of green marketing orientation (GMO) dimensions on organisational performance (PERF). Where organisational performance is operationalized as an organization's ability to minimise its carbon emissions in the production process, reduce energy consumption and water consumption. The study also introduced Technology adoption (TA), social and ecological thought (SET) as a mediator and moderator respectively in the relationship between GMO dimensions and PERF. The research further used the Natural resource-based theory (NRB), Dynamic capability theory (DC) and the Stakeholder theory as complementing theories in this study. A quantitative descriptive survey method with 152 respondents made up of senior managers in the food and beverage sub sector of the manufacturing industry in the greater Accra region was used for the research. Smart PLS-Structural equation modelling was used to analyse the primary data by estimating the measurement and structural model as well as examining both the mediating variable (TA) and moderating variables (SET) to determine their effects on the relationship between GMO dimensions and PERF. Findings indicate that strategic green marketing orientation, operational green marketing, Technology adoption had a positive significant relationship with organisational performance. Again, the relationship between strategic green marketing orientation and technology adoption, operational green marketing orientation and technology adoption and finally tactical green marketing orientation and technology adoption had a significant relationship with organisational performance. However, tactical green marketing orientation had a negative relationship between green marketing orientation and organisational performance. The findings further revealed that social and ecological thought moderated the relationship between strategic green marketing orientation and organisational performance while the relationship between social and ecological thought and operational green marketing orientation was not moderated. Regarding mediation analysis, the study found a significantly positive relationship between technology adoption (TA) and GMO dimensions (Strategic, Operational and Tactical orientation) on organisational performance. Other matters relating to the study’s implication, future research opportunities and contribution was discussed thoroughly in chapter nine (9) of the study.