IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v82y2025ics0969698924004260.html
   My bibliography  Save this article

Drivers of strategic green marketing orientation: An SME owner-manager perspective

Author

Listed:
  • Tan, Lay Peng
  • Casidy, Riza
  • Arli, Denni

Abstract

Small and Medium-Sized Enterprises (SME) are crucial in addressing climate change as they constitute more than 90% of global businesses. Building on the upper echelons theory, this study examines the driver of strategic green marketing orientation (SGMO) from the perspective of SME owner/manager. Through a survey involving 426 SME owners/managers in the United States, it reveals that SME owners/managers’ biospheric values positively influence SGMO via perceived competitive advantage, which in turns influence business performance. It also identifies perceived stakeholder pressures, perceived behavioral control, and perceived risks as key boundary conditions on the relationship between SGMO and its drivers.

Suggested Citation

  • Tan, Lay Peng & Casidy, Riza & Arli, Denni, 2025. "Drivers of strategic green marketing orientation: An SME owner-manager perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004260
    DOI: 10.1016/j.jretconser.2024.104130
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924004260
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretconser.2024.104130?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Chou, Sheng-Fang & Horng, Jeou-Shyan & Sam Liu, Chih-Hsing & Lin, Jun-You, 2020. "Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Yoganathan, Dhanushanthini & Jebarajakirthy, Charles & Thaichon, Paramaporn, 2015. "The influence of relationship marketing orientation on brand equity in banks," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 14-22.
    4. R. Scott Marshall & Mark Cordano & Murray Silverman, 2005. "Exploring individual and institutional drivers of proactive environmentalism in the US Wine industry," Business Strategy and the Environment, Wiley Blackwell, vol. 14(2), pages 92-109, March.
    5. Chang, Kuo-Chien & Hsu, Chia-Lin & Hsu, Ya-Ti & Chen, Mu-Chen, 2019. "How green marketing, perceived motives and incentives influence behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 336-345.
    6. Sreejith Balasubramanian & Vinaya Shukla & Sachin Mangla & Janya Chanchaichujit, 2021. "Do firm characteristics affect environmental sustainability? A literature review‐based assessment," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1389-1416, February.
    7. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Leonidas C. Leonidou & Paul Christodoulides & Lida P. Kyrgidou & Dayananda Palihawadana, 2017. "Erratum to: Internal Drivers and Performance Consequences of Small Firm Green Business Strategy: The Moderating Role of External Forces," Journal of Business Ethics, Springer, vol. 140(3), pages 607-607, February.
    9. Chechen Liao & Hong-Nan Lin & Yu-Ping Liu, 2010. "Predicting the Use of Pirated Software: A Contingency Model Integrating Perceived Risk with the Theory of Planned Behavior," Journal of Business Ethics, Springer, vol. 91(2), pages 237-252, January.
    10. Radityo Putro Handrito & Hendrik Slabbinck & Johanna Vanderstraeten, 2021. "Being pro‐environmentally oriented SMEs: Understanding the entrepreneur's explicit and implicit power motives," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2241-2254, July.
    11. Minna Halme & Maria Korpela, 2014. "Responsible Innovation Toward Sustainable Development in Small and Medium‐Sized Enterprises: a Resource Perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 23(8), pages 547-566, December.
    12. Yang, Hye-jeong & Fang, Mingjie & Yao, Jinge & Su, Miao, 2023. "Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Lorraine Uhlaner & Marta Berent-Braun & Ronald Jeurissen & Gerrit Wit, 2012. "Beyond Size: Predicting Engagement in Environmental Management Practices of Dutch SMEs," Journal of Business Ethics, Springer, vol. 109(4), pages 411-429, September.
    14. Robert G. Eccles & Ioannis Ioannou & George Serafeim, 2014. "The Impact of Corporate Sustainability on Organizational Processes and Performance," Management Science, INFORMS, vol. 60(11), pages 2835-2857, November.
    15. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2021. "Mobile apps for SME business sustainability during COVID-19 and onwards," Journal of Business Research, Elsevier, vol. 135(C), pages 28-39.
    16. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.
    17. Purba Rao & Alok Kumar Singh & Olivia la O'Castillo & Ponciano S. Intal & Ather Sajid, 2009. "A metric for corporate environmental indicators … for small and medium enterprises in the Philippines," Business Strategy and the Environment, Wiley Blackwell, vol. 18(1), pages 14-31, January.
    18. Kwon, Wi-Suk & Woo, Hongjoo & Sadachar, Amrut & Huang, Xiao, 2021. "External pressure or internal culture? An innovation diffusion theory account of small retail businesses’ social media use," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    19. Yadav, Rambalak & Giri, Arunangshu & Alzeiby, Ebtesam Abdullah, 2024. "Analyzing the motivators and barriers associated with buying green apparel: Digging deep into retail consumers' behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    20. Nuttaneeya Torugsa & Wayne O’Donohue & Rob Hecker, 2012. "Capabilities, Proactive CSR and Financial Performance in SMEs: Empirical Evidence from an Australian Manufacturing Industry Sector," Journal of Business Ethics, Springer, vol. 109(4), pages 483-500, September.
    21. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Zeriti, Athina, 2013. "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance," Tourism Management, Elsevier, vol. 35(C), pages 94-110.
    22. Marjan J. Gorgievski & M. Evelina Ascalon & Ute Stephan, 2011. "Small Business Owners' Success Criteria, a Values Approach to Personal Differences," Journal of Small Business Management, Taylor & Francis Journals, vol. 49(2), pages 207-232, April.
    23. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    24. Prakash, Gyan & Choudhary, Sangita & Kumar, Anil & Garza-Reyes, Jose Arturo & Khan, Syed Abdul Rehman & Panda, Tapan Kumar, 2019. "Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 163-169.
    25. Danso, Albert & Adomako, Samuel & Lartey, Theophilus & Amankwah-Amoah, Joseph & Owusu-Yirenkyi, Diana, 2020. "Stakeholder integration, environmental sustainability orientation and financial performance," Journal of Business Research, Elsevier, vol. 119(C), pages 652-662.
    26. Yu-Shan Chen, 2008. "The Driver of Green Innovation and Green Image – Green Core Competence," Journal of Business Ethics, Springer, vol. 81(3), pages 531-543, September.
    27. Laurel Evans & Gregory R. Maio & Adam Corner & Carl J. Hodgetts & Sameera Ahmed & Ulrike Hahn, 2013. "Self-interest and pro-environmental behaviour," Nature Climate Change, Nature, vol. 3(2), pages 122-125, February.
    28. Leonidas C. Leonidou & Paul Christodoulides & Lida P. Kyrgidou & Daydanda Palihawadana, 2017. "Internal Drivers and Performance Consequences of Small Firm Green Business Strategy: The Moderating Role of External Forces," Journal of Business Ethics, Springer, vol. 140(3), pages 585-606, February.
    29. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    30. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    31. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    32. Nasco, Suzanne Altobello & Toledo, Elizabeth Grandón & Mykytyn Jr., Peter P., 2008. "Predicting electronic commerce adoption in Chilean SMEs," Journal of Business Research, Elsevier, vol. 61(6), pages 697-705, June.
    33. Junia A. Purwandani & Gilbert Michaud, 2021. "What are the drivers and barriers for green business practice adoption for SMEs?," Environment Systems and Decisions, Springer, vol. 41(4), pages 577-593, December.
    34. Johan Jansson & Jonas Nilsson & Frida Modig & Gabriella Hed Vall, 2017. "Commitment to Sustainability in Small and Medium‐Sized Enterprises: The Influence of Strategic Orientations and Management Values," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 69-83, January.
    35. Gupta, Anshu & Pachar, Nomita & Jain, Akansha & Govindan, Kannan & Jha, P.C., 2023. "Resource reallocation strategies for sustainable efficiency improvement of retail chains," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    36. Park, Hyun Jung & Lin, Li Min, 2020. "Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 623-628.
    37. Francesca Bartolacci & Andrea Caputo & Michela Soverchia, 2020. "Sustainability and financial performance of small and medium sized enterprises: A bibliometric and systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1297-1309, March.
    38. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn, 2017. "Green marketing orientation: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 80(C), pages 236-246.
    39. Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    40. Wei, Shuqin & Ang, Tyson & Jancenelle, Vivien E., 2018. "Willingness to pay more for green products: The interplay of consumer characteristics and customer participation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 230-238.
    41. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    42. Rintamäki, Timo & Kirves, Kaisa, 2017. "From perceptions to propositions: Profiling customer value across retail contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 159-167.
    43. Wang, Liping & Chen, Longjun & Li, Chuang, 2024. "Research on strategies for improving green product consumption sentiment from the perspective of big data," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    44. Yue, Ruiting & Xu, Xianhao & Li, Zhiwen & Bai, Qingguo, 2024. "Reusable packaging adoption in e-commerce markets with green consumers: An evolutionary game analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    45. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Francesca Bartolacci & Andrea Caputo & Michela Soverchia, 2020. "Sustainability and financial performance of small and medium sized enterprises: A bibliometric and systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1297-1309, March.
    2. Carla Gonzales-Gemio & Claudio Cruz-Cázares & Mary Jane Parmentier, 2020. "Responsible Innovation in SMEs: A Systematic Literature Review for a Conceptual Model," Sustainability, MDPI, vol. 12(24), pages 1-27, December.
    3. Endah Rahayu Lestari & Nimas Mayang Sabrina Sunyoto, 2023. "Fostering green innovation in achieving sustainable performance," Natural Resources Forum, Blackwell Publishing, vol. 47(3), pages 413-434, August.
    4. Ameer, Farah & Khan, Naveed R., 2023. "Green entrepreneurial orientation and corporate environmental performance: A systematic literature review," European Management Journal, Elsevier, vol. 41(5), pages 755-778.
    5. Riza Casidy & Denni Arli & Lay Peng Tan, 2024. "The Influence of Religious Identification on Strategic Green Marketing Orientation," Journal of Business Ethics, Springer, vol. 195(1), pages 215-231, November.
    6. Binh Do & Ninh Nguyen, 2020. "The Links between Proactive Environmental Strategy, Competitive Advantages and Firm Performance: An Empirical Study in Vietnam," Sustainability, MDPI, vol. 12(12), pages 1-22, June.
    7. Fraccascia, Luca & Ceccarelli, Gaia & Dangelico, Rosa Maria, 2023. "Green products from industrial symbiosis: Are consumers ready for them?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    8. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    9. Jinshan Zhang & Man Liu, 2024. "How to Leverage Digital Sustainability Orientation to Promote Environmentally Sustainable Practices of Manufacturing Enterprises in China," Sustainability, MDPI, vol. 16(12), pages 1-20, June.
    10. Marcos Carchano & Inmaculada Carrasco & Angela González, 2025. "Examining environmental proactivity in the Spanish wine industry: The moderating role of size," Agribusiness, John Wiley & Sons, Ltd., vol. 41(1), pages 127-157, January.
    11. Sheikh Farhan Ashraf & Cai Li & Muhammad Umair Wattoo & Majid Murad & Babak Mahmood, 2024. "Green horizons: Unleashing green innovation through green business strategies and competencies," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4233-4251, July.
    12. Tulin Dzhengiz & Eva Niesten, 2020. "Competences for Environmental Sustainability: A Systematic Review on the Impact of Absorptive Capacity and Capabilities," Journal of Business Ethics, Springer, vol. 162(4), pages 881-906, April.
    13. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    14. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    15. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    16. Valery Chistov & Nekane Aramburu & María Eugenia Fabra Florit & Iñaki Peña‐Legazkue & Pauline Weritz, 2023. "Sustainability orientation and firm growth as ventures mature," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5314-5331, December.
    17. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    18. Michaela Kotkova Striteska & Katerina Myslivcova & Viktor Prokop & Lucie Zapletalova, 2024. "Employees' engagement, family ownership, or gender diversity? Searching for determinants of SMEs' green behaviors in CEE countries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3065-3080, July.
    19. Feng Zhang & Lei Zhu, 2019. "Enhancing corporate sustainable development: Stakeholder pressures, organizational learning, and green innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1012-1026, September.
    20. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004260. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.