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

Author

Listed:
  • 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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    References listed on IDEAS

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