Green Marketing and the Path to Realizing Local Sustainable Development—Joint Dynamic Analysis of Data Envelopment Analysis (DEA) and Fuzzy Set Qualitative Comparative Analysis (fsQCA) Based on China’s Provincial Panel Data

Wen Li, Jiaxin Zhang, Hanyu Zhu (), Ting Hao, Lei Mei and Yi Su
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Wen Li: School of Economics and Management, Inner Mongolia University of Science & Technology, Baotou 014010, China
Jiaxin Zhang: School of Economics and Management, Inner Mongolia University of Science & Technology, Baotou 014010, China
Hanyu Zhu: School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China
Ting Hao: School of Economics and Management, Inner Mongolia University of Science & Technology, Baotou 014010, China
Lei Mei: School of Economics and Management, Inner Mongolia University of Science & Technology, Baotou 014010, China
Yi Su: School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China

Sustainability, 2024, vol. 16, issue 11, 1-27

Abstract: Understanding the mechanisms by which the combination of green marketing components fosters local sustainable development is crucial for global regions in achieving the United Nations’ sustainable development goals. Utilizing panel data from China’s provinces from 2011 to 2022, this study employs the DEA model to assess both the static and dynamic efficiencies of sustainable development across China’s 31 provinces. Subsequently, drawing on the 6P theory of marketing element combination, this study selects human input, capital input, energy input, technological output, economic output, and ecological output as causal variables, with the local sustainable development index serving as the outcome variable. By integrating the fsQCA method, the study identifies four distinct configurations: a “single input–multiple output” model, a “multiple input–single output” model, an “input–output” linkage model, and an “input-driven” model. This conclusion can enhance the comprehension of the dynamics through which various combinations of green marketing components contribute to local sustainable development from a regional macroeconomic perspective, offering a theoretical foundation for achieving sustainable development globally.

Keywords: green marketing; DEA; fsQCA; sustainable development; 6P (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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