Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.2021966
Insights into rising environmental concern: prompt corporate social responsibility to mediate green marketing perspective
Mo Zhang
Phan The Cong
Shouvik Sanyal
Wanich Suksatan
Apichit Maneengam
Natasha Murtaza
Sažetak
Green investment is a trending marketing strategy that has been
endorsed as a prominent financial actor due to the growing environmental issues and business sustainability. With the introduction
of green and climate bonds in the last decade, the investment in
eco-friendly projects has been deemed a paradigm shift. China
has been a pioneer in introducing green and climate bonds, setting a precedent for green investment in the global market.
Following the green strategy, therefore, the main aim of this
study is to examine the importance of green investment and
green marketing for enhancing business performance. Besides,
this study has also examined the critical mediating role of CSR. Data
were collected from 619 respondents from Chinese manufacturing
companies via questionnaires. This study employed the structural
equation modeling (SEM) technique to test hypotheses in Smart
PLS software. This study revealed that green marketing strategy and
green investment positively complement the CSR of companies and
their business performance. Moreover, results also showed that CSR
plays a significant mediating rolein enhancing business performance
positively by stimulating the targeted relationships. With the ascendency of being environment friendly, this study will also be a powerful magnet for practitioners and policymakers.
Ključne riječi
Corporate social responsibility; green investment; green marketing; market orientation; business performance
Hrčak ID:
302790
URI
Datum izdavanja:
31.3.2023.
Posjeta: 493 *