Document Type : Original Article
Authors
1 MSc., EMBA, Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
2 Assistant Prof., Department of Industrial Management, Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
3 Assistant Prof., Department of Industrial Management, Faculty of Management, Islamic Azad University, West Tehran Branch, Tehran, Iran
Abstract
Purpose: The purpose of this study is to examine the effect of green management on sustainable marketing orientation and the mediating role of social legitimacy in small and medium-sized industrial businesses, based on the resource-based view and institutional theory.
Methodology: Structural Equation Modeling (SEM) and Partial Least Squares (PLS) were utilized. The study adopted proposed criteria introduced by Hir et al. (standardized factor loading, CR, AVE, NFI, SRMR, R2) as well as new indexes CVPAT and HTMT. The mediating role was assessed through bootstrapping and variance accounted for (VAF) tests Ultimately, the F2 effect size index is analyzed.
Findings: Positive and significant relationships were found between green management, social legitimacy, and sustainable marketing orientation. Social legitimacy was identified to play a partial mediating role.
Originality/Value: This research contributes to the sustainability literature in small and medium-sized industrial businesses by incorporating institutional theory and the resource-based view. It also sheds light on the implications of greening practices and introduces new measurement methods.
Keywords
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