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
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id	my-upm-ir.84631
record_format	uketd_dc
spelling	my-upm-ir.846312021-02-25T02:44:07Z Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia 2019-03 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. Green marketing Product management - Environmental aspects 2019-03 Thesis http://psasir.upm.edu.my/id/eprint/84631/ http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf text en public doctoral Universiti Putra Malaysia Green marketing Product management - Environmental aspects Ali, Noor Azman
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Ali, Noor Azman
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
qualification_level	Doctorate
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
granting_institution	Universiti Putra Malaysia
publishDate	2019
url	http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf
_version_	1747813495575937024

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

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