Linking green marketing strategy, religiosity, and firm performance: Evidence form Indonesian SMEs
The purpose of this study is to investigate the moderating effect of religiosity on the relation-ship between green marketing strategy and firm performance in the context of Indonesian small-medium enterprises (SMEs). This study applied the convenience sampling method to survey 235 Muslim entreprene...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2020-04-01
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| Series: | Management Science Letters |
| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2020_81.pdf |
| Summary: | The purpose of this study is to investigate the moderating effect of religiosity on the relation-ship between green marketing strategy and firm performance in the context of Indonesian small-medium enterprises (SMEs). This study applied the convenience sampling method to survey 235 Muslim entrepreneurs through a self-administrated questionnaire. Data were ana-lyzed using Smart PLS v.3 to test the hypothesis. The result showed that green product, green promotion, and green price have a positive relationship with firm performance. On the other hand, the study found an insignificant relationship between green distribution on firm performance. According to the moderating effect of religiosity, the interaction between green marketing strategy dimensions and religiosity was significantly related to SMEs' performance with the notable exception of green distribution. This present study provides both empirical and theoretical contributions focusing on green marketing in SMEs. |
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| ISSN: | 1923-9335 1923-9343 |