Turning corporate environmental ethics into firm performance: The role of green marketing programs
Turning corporate environmental ethics into firm performance: The role of green marketing programs
复制标题
将企业环境道德转化为公司绩效：绿色营销计划的作用
DOI：
10.1002/bse.2290
复制
发表时间：
2019-09-01
影响因子：
13.4
通讯作者：
Jiang, Wan
中科院分区：
文献类型：
--
作者：
Han, Meini;Lin, Han;Jiang, Wan
在这项研究中，我们开发了一个更好的理解的机制，企业环境伦理影响业绩通过采取实质性的行动。实证结果表明，环境道德水平越高的企业越倾向于实施绿色营销方案（包括绿色生产、定价、分销和促销方案），从而提高企业绩效。封闭机制导致企业内部信任度降低和合作意愿降低，从而负向调节绿色营销方案的中介效应。这些研究结果表明，企业环境道德的价值不能在真空中确定，战略和人都很重要，当追求环境驱动的性能。
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.