Green Marketing Strategy, Brand Capability, and SME Marketing Performance in South Sulawesi

Abdul Razak Munir (), Nuraeni Kadir and Fauziah Umar
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Abdul Razak Munir: Hasanuddin University
Nuraeni Kadir: Hasanuddin University
Fauziah Umar: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 2063-2076 from Springer

Abstract: Abstract Although green marketing has emerged as a pivotal strategy for sustainability, empirical evidence regarding its direct impact on marketing performance remains fragmented, particularly within the context of Small and Medium-sized Enterprises (SMEs). Addressing this theoretical gap, this study proposes a novel construct, ‘Brand Articulating Capability’, as a strategic mediator to elucidate the mechanism linking green marketing strategy to marketing performance. A purpose-based sample of 230 SME firms in South Sulawesi, Indonesia was used in the study, which is built on Resource Advantage Theory of Competition. The hypothesized paths were tested using Structural Equation Modelling (SEM). Based on the empirical result green marketing strategy directly has not positive impacts on marketing performance excepts negatively. On the contrary, it behaves forcefullyand positively to help brand delivering ability. Most importantly, the analysis proves that brand convey capability is a full mediator; that is, green strategies will enhance performance if and only if the signal of your product is conveyed in this way, saying that your product will be positively responded. These insights offer a substantial theoretical contribution by resolving prior inconsistencies in green marketing literature and provide practical guidance for SME managers to prioritise brand articulation alongside ecological initiatives to secure a competitive advantage.

Keywords: Green Marketing Strategy; Brand Articulating Capability; Marketing Performance (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_144

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DOI: 10.2991/978-94-6239-709-5_144

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