Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania.

ABSTRACT: Small and medium-sized enterprises are increasingly promoting environmental sustainability, a trend that has raised environmental awareness and inspired individuals and organizations to work together to create a more sustainable and greener future by implementing environmentally friendly practices. This study examines the influence of strategic green marketing orientation on environmental sustainability. Also, the study examines the moderating effect of green absorptive capacity on the relationship between strategic green marketing orientation and environmental sustainability. We used partial least squares structural equation modelling to test hypotheses with data obtained from 391 manufacturing enterprises in Tanzania via structured questionnaires. Our study's main findings show that stra

SUBMITTER: Ismail IJ 

PROVIDER: S-EPMC10395641 | biostudies-literature | 2023 Jul

REPOSITORIES: biostudies-literature