بررسی نقش جهت گیری استراتژیک بازاریابی سبز در پایداری زیست محیطی با نقش میانجی ظرفیت جذب و نوآوری سبز (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در سال های اخیر کسب وکارهای کوچک و متوسط برای دستیابی به مزیت رقابتی، پایداری زیست محیطی را ترویج می دهند و از این طریق به افزایش آگاهی زیست محیطی و رفتارهای مسئولانه شرکت و مشتریان کمک می کنند. در این راستا، محققان در پژوهش حاضر نقش جهت گیری استراتژیک بازاریابی سبز را در پایداری زیست محیطی با نقش میانجی ظرفیت جذب و نوآوری سبز در کسب وکارهای کوچک و متوسط استان گیلان بررسی کرده اند. پژوهش حاضر از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-همبستگی است. در این پژوهش برای مطالعه اثر جهت گیری استراتژیک بر پایداری زیست محیطی کسب وکارهای کوچک و متوسط از روش مدل سازی معادله های ساختاری با تکنیک حداقل مربعات جزئی (PLS) استفاده شده است. جامعه آماری این مطالعه مدیران و کارکنان کسب وکارهای کوچک و متوسط استان گیلان بود که تعداد 384 نفر به روش در دسترس برای مشارکت در پژوهش انتخاب شد. برای گردآوری داده ها از پرسشنامه استاندارد استفاده شد که پایایی آن با آلفای کرونباخ، ضریب امگا و پایایی ترکیبی و روایی آن نیز با روایی صوری و روایی سازه تأیید شد. یافته های پژوهش حاضر با آشکارسازی روابط مثبت جهت گیری استراتژیک بازاریابی سبز، ظرفیت جذب سبز و اتخاذ نوآوری سبز با پایداری زیست محیطی کسب وکارهای کوچک و متوسط استان گیلان به توسعه ادبیات در این حوزه کمک و به کسب وکارهای کوچک و متوسط توصیه می کند که ملاحظه های زیست محیطی را در منابع استراتژیک و فرآیند داخلی خود ادغام و برای بهبود عملکرد خود مبتنی بر سازگاری با محیط زیست تلاش کنند؛ بنابراین پیشنهاد می شود که کسب و کارهای کوچک و متوسط برای توسعه دانش و مهارت های سبز جدید کارکنان تلاش کنند تا ظرفیت جذب و نوآوری سبز را تقویت کنند.Exploring the Impact of Green Marketing Strategic Orientation on Environmental Sustainability: The Mediating Roles of Absorptive Capacity and Green Innovation
This study examined how Small and Midsize Enterprises (SMEs) in Gilan Province fostered environmental sustainability through a green marketing strategic orientation, with absorptive capacity and green innovation serving as mediating factors. Utilizing a quantitative approach, the research applied Structural Equation Modeling (SEM) to analyze the data collected from 384 managers and employees of SMEs using a validated and reliable standardized questionnaire. The findings indicated a positive relationship between green marketing strategies, the capacity to absorb green knowledge, and the adoption of green innovation, all of which enhanced environmental sustainability within SMEs. The study underscored the necessity of integrating environmental considerations into the strategic resources and internal processes of SMEs to improve environmental performance and competitiveness. It also advocated for the development of employees’ green knowledge and skills to bolster their absorptive capacity and promote green innovation. By aligning their strategic orientation with environmental sustainability, SMEs can achieve a competitive advantage while fostering greater environmental awareness and responsible behavior among both companies and customers. This research contributes to the existing literature on green marketing and sustainability within the SME sector.IntroductionEnvironmental sustainability poses a significant challenge in developing countries, where industrial sectors grapple with issues stemming from harmful emissions, such as carbon dioxide (Duodu, 2023). Across the globe, societies and organizations strive to promote sustainability by establishing international agencies, enforcing environmental standards, and providing incentives for businesses to align with sustainable development goals (Fikru, 2016; Horne et al., 2020). However, Small and Medium-sized Enterprises (SMEs) have made limited strides in adopting environmentally sustainable practices, particularly in developing nations. Empirical research indicates that companies must transition to eco-friendly production methods to meet sustainability objectives and ensure that future generations have access to natural resources (Ismail, 2023).Stakeholders, including consumers and employees, are increasingly demanding environmental responsibility from businesses (Zhou et al., 2021). To gain support, companies must comply with regulations that not only promote sustainability, but also reinforce social values (Raab et al., 2018). Organizations that neglect to support sustainable development goals often struggle to maintain a competitive edge as consumer behavior is increasingly influenced by environmental practices (Miotto & Youn, 2020).Despite global initiatives, many businesses remain uncertain about how to implement sustainable practices effectively (Wang et al., 2019). Research suggests that green marketing strategies can enhance both environmental performance and competitiveness (Papadas et al., 2019). This study, conducted in Gilan Province, investigated the impact of green marketing strategies on environmental sustainability among SMEs, emphasizing the mediating roles of green absorptive capacity and green innovation. By addressing the notable research gap in environmental sustainability within this region, this study was particularly significant.Materials & MethodsThis research was an applied study with a descriptive-correlational design conducted in Gilan Province. The statistical population included managers and employees from SMEs in the region with a sample size of 384 individuals selected through convenience sampling. Data collection was carried out using a standardized questionnaire that addressed 4 key variables: green strategic orientation, green absorptive capacity, green innovation adoption, and environmental sustainability.To measure green strategic orientation, the study employed Ismail’s (2023) questionnaire, which consistd of 9 items. For assessing green absorptive capacity, the 5-item questionnaire adopted by Zhou et al. (2021) was used, while the 4-item questionnaire utilized by Aboelmaged and Hashem (2019) assessed green innovation adoption. Environmental sustainability was evaluated using the 5-item questionnaire employed by Cantele and Kasia (2020).To ensure the questionnaire aligned with the research objectives, face validity was established through expert feedback, leading to necessary revisions. The study also evaluated construct validity, composite reliability, omega coefficients, and Cronbach's alpha for reliability, all of which exceeded 0.7, confirming the instrument's reliability. Convergent validity was established with Average Extracted Variance (AVE) values of greater than 0.5 and divergent validity was verified using the HTMT index with all values below 0.9.Data analysis was conducted using Structural Equation Modeling (SEM) with Smart-PLS-3 software, further validating and confirming the reliability of the research instrument. The study aimed to explore the relationships among key variables, particularly focusing on green strategic orientation and its impact on environmental sustainability within the context of SMEs in Gilan.Research FindingsThe study analyzed demographic data and employed a structural model to evaluate the impact of green strategic orientation on environmental sustainability among SMEs in Gilan Province. The demographic analysis revealed that 59.4% of participants were male and 40.6% were female with the majority aged between 35 and 45 years. Educational backgrounds varied, with most participants holding bachelor’s degrees (39.8%). Regarding work experience, 32% had less than 5 years, while 53.1% were employed in production sectors.A measurement model was utilized, analyzing factor loadings and significance levels. All factor loadings exceeded 0.5 and significance coefficients were greater than 1.96, confirming the model’s validity. Descriptive statistics further indicated that the data followed a normal distribution.The structural model was assessed using quality indicators, such as R², Q², and the Goodness of Fit (GOF) index, which demonstrated a strong fit with a GOF value of 0.581. The hypotheses tested revealed that green strategic orientation significantly influenced green absorptive capacity, green innovation adoption, and environmental sustainability.Moreover, the analysis indicated that both green absorptive capacity and green innovation adoption acted as mediators in the relationship between green strategic orientation and environmental sustainability. These findings highlighted the importance of adopting strategic green practices in SMEs to enhance environmental sustainability in Gilan Province.Discussion of Results & ConclusionThis study aimed to investigate the effects of green marketing strategic orientation, absorptive capacity, and green innovation adoption on environmental sustainability, specifically within Small and Medium-sized Enterprises (SMEs) in Gilan Province. 8 hypotheses were tested, all of which were confirmed.The 1st hypothesis demonstrated that green strategic orientation positively influenced green absorptive capacity, enabling businesses to integrate innovations and mitigate environmental harm. This finding is consistent with prior studies, including those conducted by Ismail (2023) and Albort-Morant et al. (2018).The 2nd hypothesis revealed a positive relationship between green strategic orientation and the adoption of green innovations, aligning with the research of Albort-Morant et al. (2018) and Yang & Jiang (2023). The 3rd hypothesis confirmed the significant impact of green marketing orientation on environmental sustainability, positioning it as a crucial factor for achieving sustainability in SMEs.Additionally, the study found that green absorptive capacity significantly affected both green innovation and environmental sustainability as supported by the work of Javeed et al. (2023) and Marrucci et al. (2022). Furthermore, the adoption of green innovation was shown to positively influence environmental sustainability, corroborating the findings of Leal-Millan et al. (2016).The mediating roles of green absorptive capacity and green innovation in the relationship between green strategic orientation and sustainability were confirmed in the 7th and 8th hypotheses. Overall, the study suggested that SMEs in Gilan Province could enhance environmental sustainability by prioritizing green strategic orientation, innovation, and absorptive capacity. These findings offer actionable insights for managers and policymakers to promote sustainable business practices through education, green technology, and supportive policies. AcknowledgmentI extend my gratitude to the academic community and previous researchers whose work laid the groundwork for this study. Their contributions have profoundly influenced the direction and scope of this research.
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