Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphism

Author:

Nyamekye Michael Boadi,Martey Edward Markwei,Agbemabiese George CudjoeORCID,Preko Alexander KofiORCID,Gyepi-Garbrah Theophilus,Appah Emmanuel

Abstract

PurposeThis paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism.Design/methodology/approachThe study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism.FindingsThe study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.”Originality/valueThe study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.

Publisher

Emerald

Reference138 articles.

1. Green technology implementation: the impact of communication networks and technology characteristics;Journal of Applied Science and Agriculture,2014

2. Investigating the efficacy of isomorphic pressures on adopting green manufacturing practices and its influence on organisational legitimacy and financial performance;Journal of Manufacturing Technology Management,2021

3. Global trends in hospitality;Journal of Business Research,2022

4. Academic Management Actions Facing Reforms in Curriculum and in Competencies Required to Graduating from an Accounting Sciences Course

5. Accounting changes and beyond budgeting principles (BBP) in the public sector: institutional Isomorphism;International Journal of Public Sector Management,2020

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3