Green marketing, green corporate governance commitment, and its impact on firm performance : the case of electronic manufacturers in South Africa.

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dc.contributor.authorAtud, Vivian Abit
dc.date.accessioned2018-07-06T09:54:54Z
dc.date.available2018-07-06T09:54:54Z
dc.date.issued2017
dc.descriptionThesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017
dc.description.abstractThe purpose of this research was to study the relationship between firm‟s commitment to green, green marketing capability, green relationship learning, green human resource investments and firm performance for electronics manufacturers in South Africa. Despite the increased focus on on green marketing, there has been little focus on research relating corporate commitment to green and how it relates to green marketing capabilities and firm performance. This study fills this research gap by proposing and testing hypotheses relating firm commitment to green, green marketing capability, green relationship learning, green human capital investment and a firm‟s performance. To answer the research questions, primary data for n=212 respondents covering a range in firm size, gender, race, and age for electronics manufacturers in South Africa was used to test the hypothesis relating corporate commitment to green, green marketing capability, and a firm‟sperformance. The structural equation modeling approach was used to test the model fit and hypothesis testing. The software SPSS 24 was used to analyse the descriptive statistics and AMOS 24 was used to test the research model. The results showed that firm commitment to green was a predictor of firm performance and green marketing capability, green relationship learning, and green human capital investments was found to be mediators in the relationship between firm commitment to green and firm performance. Indeed, the hypotheses stated in this study were found to be true. The main contribution of this study is showing how corporate governance commitment to green can enable firm performance (both marketing and financial) through mediating variables of green marketing capability, green relationship learning and green human capital investment. The study further shows that corporate commitment to green influences green corporate social investment positively. Key words: corporate commitment to green, green marketing capability, green relationship learning, green Human Capital Investment, Green CSI, firm performanceen_ZA
dc.description.librarianGR2018en_ZA
dc.format.extentOnline resource (xx, 322 leaves)
dc.identifier.citationAtud, Vivian Abit (2017) Green marketing, green corporate governance commitment, and its impact on firm performance : the case of electronic manufacturers in South Africa, University of the Witwatersrand, Johannesburg <https://hdl.handle.net/10539/24776>
dc.identifier.urihttps://hdl.handle.net/10539/24776
dc.language.isoenen_ZA
dc.phd.titlePh.D.
dc.subject.lcshGreen marketing--South Africa
dc.subject.lcshBusiness--Environmental aspects--South Africa
dc.subject.lcshCorporate governance--South Africa
dc.subject.lcshElectronic industries--South Africa
dc.titleGreen marketing, green corporate governance commitment, and its impact on firm performance : the case of electronic manufacturers in South Africa.en_ZA
dc.typeThesisen_ZA
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