Journal of Entrepreneurship Research

Journal of Entrepreneurship Research

The Effect of Environmental Orientation on Commercial Performance of E-business with the Mediating Role of Green Marketing and Environmental Strategies

Document Type : Research Article

Authors
Somayeh Saebnia 1
Mostafa Yousefi 2
Mostafa Esfandiari 3
1 Department of Management, Faculty of Humanity Science, Islamic Azad University, Ardabil, Iran.
2 Department of Management, University of Science and Application, Tehran, Iran.
3 Member of the Founding Board of Golestan Scientific Marketing Association, Gorgan, Iran.
10.22034/jer.2024.2025551.1092
Abstract
Introduction: Today, the world faces environmental challenges with concerns over how to use resources. The environmental performance of companies and adherence to environmental laws are presently considered a competitive advantage for companies. On the other hand, green marketing tries to reduce its final effects on the environment by applying the role of social-environmental responsibility in companies in order to achieve sustainable development. Now, given that green issues have become increasingly important for corporate decision-makers, the purpose of the current research is to investigate the role of environmental orientation on the commercial performance of e-business with the mixed mediating role of green marketing and environmental strategies.
Methodology: The statistical population consisted of all employees and managers of active small and medium-sized companies in the field of electronics, numbering 235 people. The sample size was 144 people, based on Krejcie and Morgan’s table, who were selected by the random convenience method. The data collection instrument was a questionnaire, organized into three sections: a cover letter, demographic information, and specific questions. In the cover letter, in addition to stating the title of the research, the purpose of data collection through the questionnaire and the necessity of sincere cooperation of the respondents in completing the questionnaire were explained. The demographic section included questions about the respondents' general characteristics, such as gender, marital status, education, and age. The last section included the standard questionnaire about the main research variables for which standard scales were employed. The validity of the questionnaire was evaluated using convergent, and discriminant validity criteria, and its reliability was evaluated with Cronbach's alpha coefficient. Data were analyzed using SPSS and PLS software with structural equation tests.
Findings: The results of data analysis revealed that environmental orientation had a positive and significant effect on company performance. Environmental orientation also influenced green marketing positively and significantly. The effect of environmental orientation was positive and significant on environmentally friendly strategy, too. Green marketing had a positive and significant effect on business performance. An environmentally friendly strategy had a positive and significant effect on business performance. Environmental orientation mediated green marketing and the business performance of the company. Finally, the mediating role of environmental orientation between adaptive strategy and the business performance of the company was confirmed.
Conclusion/ Implications: According to the results, suggestions are provided to business owners and activists in the field of business to improve their sales performance and develop their market. In addition to adopting appropriate strategies in operational areas such as appropriate marketing strategy, it is important to have a correct environmental orientation.
Keywords
Environmental Orientation
Business Performance
Green Marketing Mix
Environmental Strategies

Subjects

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  • Receive Date 28 March 2024
  • Revise Date 17 November 2024
  • Accept Date 17 November 2024