Entrepreneurial Perspective on Firm’s Environmental Activities

Duangporn Puttawong and Anusorn Kunanusorn

A chapter in Environmental, Social, and Governance Perspectives on Economic Development in Asia, 2021, vol. 29B, pp 63-80 from Emerald Group Publishing Limited

Abstract: This study has two objectives:(1) to examine impacts of environmental activity, relational marketing, and corporate green image on firm’s competitive performance; and (2) to determine whether relational marketing and corporate green image mediate relationships between environmental activity and firm’s competitive performance. They were data from 375 small and medium enterprises (SMEs) of the food processing industry in Bangkok, Thailand. This study also investigates the relationships between environmental activity, green corporate image, relational marketing, and influences of these factors on firm’s competitive performance. Structural equation modeling (SEM) was used to analyze data. Results reveal significant and positive relationships between environmental activity, green corporate image, relational marketing, and firm’s competitive performance. Moreover, environmental activity, an antecedent variable, indirectly affects a firm’s competitive performance mediated by green corporate image and relational marketing. Therefore, green corporate image and relational marketing can act as mediators between environmental activity and firm’s competitive performance. Findings suggested that firms should focus on improving green corporate image and relational marketing with an appropriate environmental activity strategy to enhance the firm’s competitive performance. Moreover, this study’s result is related to the economics of the environment in terms of cost and benefit. It provides firm’s decision on environmental activity.

Keywords: Relational marketing; green corporate image; firm’s competitive performance; environmental activity; small and medium enterprises; structural equation modeling; M10 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eme:isetez:s1571-03862021000029b026

DOI: 10.1108/S1571-03862021000029B026

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