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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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/84631/ http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf |
| _version_ | 1848859864275615744 |
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| author | Hasan, Zuhairah |
| author_facet | Hasan, Zuhairah |
| author_sort | Hasan, Zuhairah |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T12:36:07Z |
| format | Thesis |
| id | upm-84631 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:36:07Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-846312021-02-25T02:44:07Z http://psasir.upm.edu.my/id/eprint/84631/ Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia 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. 2019-03 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf Hasan, Zuhairah (2019) Moderating role of quality governance between green marketing strategies and organizational performance in Malaysia. Doctoral thesis, Universiti Putra Malaysia. 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 |
| title | 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_short | 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 |
| topic | Green marketing Product management - Environmental aspects |
| url | http://psasir.upm.edu.my/id/eprint/84631/ http://psasir.upm.edu.my/id/eprint/84631/1/GSM%202019%2025%20IR.pdf |