Linking green marketing strategy, religiosity, and firm performance: Evidence form Indonesian SMEs

Abstract

The purpose of this study is to investigate the moderating effect of religiosity on the relationship between green marketing strategy and firm performance in the context of Indonesian small-medium enterprises (SMEs).This study applied the convenience sampling method to survey 235 Muslim entrepreneurs through a self-administrated questionnaire.Data were analyzed using Smart PLS v.3 to test the hypothesis.The result showed that green product, green promotion, and green price have a positive relationship with firm performance.On the other hand, the study found an insignificant relationship between green distribution on firm performance.According to the moderating effect of religiosity, the interaction between green marketing strategy dimensions and religiosity was significantly related to SMEs' performance with the notable exception of green distribution.This present study provides both empirical and theoretical contributions focusing on green marketing in SMEs.

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