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

Abstract

Purpose

This 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/approach

The 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.

Findings

The 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/value

The 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.

Citation

Nyamekye, M.B., Martey, E.M., Agbemabiese, G.C., Preko, A.K., Gyepi-Garbrah, T. and Appah, E. (2024), "Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphism", Journal of Contemporary Marketing Science, Vol. 7 No. 1, pp. 84-109. https://doi.org/10.1108/JCMARS-09-2023-0038