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This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance.

The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on postcrisis financial performance.

Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis.

This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis.

The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: green-nonbelievers, dis-investors, reluctants and cautious-, opportunistic- and strategic-green investors.

The study proposes a balanced approach to environmental sustainability, marketing strategy and firm performance during a crisis.

The study argues that GMSs enable firms to survive a crisis and recover from financial shocks.

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.

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.

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.”

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.

The survival of hotel business in maintaining market competitiveness depends on the constant improvement of the quality of hotel facilities and services. The key to sustain hotel business is lean on the adaptability of the hotel management team towards current lifestyle trends and its surrounding context in fulfilling customer satisfaction. Because of hotel operating service complexity, the hotel contributes a higher impact on environmental degradation in performing their daily activities. Therefore, hoteliers need to determine sustainable strategies to minimize environmental impact and at the same time be able to provide satisfaction to their customers. However, green initiatives require a proactive action by the organizational management engaging both employees and guests in the environmental management process. Thus, this paper aims to review the concept of green practices, the implementation of green practices from the stakeholders’ perspectives (manager, employee and customers) in the hotel industry, the performance impact from the green practices on the sustainability pillars and to further develop a conceptual green practice to sustainable hotel operations and performance impact.

This paper identified relevant empirical research that published in the recent 10 years from January 2012 to December 2021. The articles are searched through reputable databases such as Emerald, Elsevier and Taylor and Francis. The obtained data were screened preliminarily from 108 research papers. The post-screening process has finalized a total of 57 articles as the findings for this paper, where the themes were delineated to the attributes that need to implemented by the stakeholder in hotels industry, that is, manager’s perspectives, employee’s perspectives and customer’s perspectives.

The findings of this paper revealed that there are 27 attributes of green practices and initiatives for sustainable hotel operations from the manager perspectives (10 attributes – Green Marketing Strategy, Green Managerial Attitude, Eco-Innovation Investment, Marketing and Sustainability, Environmental Management Strategy, Green Supply Chain, Green Managerial Awareness, Green Procurement, Green Human Resources and Green Technology), employee perspectives (5 attributes – Employee Green Awareness, Employee Green Training and Educating, Employee Environmental Behaviour, Employee Green Performance and Employee Green Reward) and customer’s perspectives (12 attributes – Customer Perception, Customer Loyalty, Customer Awareness, Customer Behaviour, Customer Trust, Green Supply Chain, Green Value, Green Marketing Strategy, Customer Perceived Value, Service Quality, Brand Image and Hotel Design). All of the attributes are aligned to the performance effectiveness as the major concern in the hotel’s operations and impacted towards the sustainability pillars, environmental performance, economic performance and social performance. Sustainable practice in organization benefits the owners towards sustainable economic, environmental, socio-cultural and legal policy.

This review paper provides key elements of current green practices and sustainable initiatives for the hotel’s operations, as proactive measures. The novelty of the findings is to be able to convey valuable inputs to the relevant stakeholders (hotel’s owner, consultants, designers, maintenance officers, hoteliers, staffs, customers and end-users) in perceiving the elements of green practices into the preliminary planning of the hotel’s design. The review also helps to identify practices and measures to the performance impact to the hotel’s operations.

This study aims to investigate the intervening role of lean management (LM) in the direct relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance.

Data for the study is carefully garnered from 217 managers in Ghanaian small- and medium-sized enterprises. The methodological technique used to validate all hypothesized relationships is partial least squares structural equation modelling.

The empirical results of the study suggest that although green market orientation has a positive impact on green value-based innovation, the effect is not significant. However, the results confirm that green market orientation has a significant positive impact on green reputation and enterprise social performance. The results further suggest that LM has a significant positive impact on green value-based innovation, green reputation and enterprise social performance. The mediation analysis provides empirical evidence to suggest that LM fully mediates the relationship between green market orientation and green value-based innovation. Lastly, the results of the mediation analysis suggest that LM plays a complementary partial mediation role between green market orientation, green reputation and enterprise social performance.

Despite the flourishing research on green market orientation in marketing management and environmental literature, no study has been carried out to explore the intervening role of LM in the relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance. Thus, considering LM as a missing link between green market orientation, green value-based innovation, green reputation and enterprise social performance is a noteworthy research gap which this study fills.

This study aims to examine the effect of green human capital readiness on business performance in the green economy era. This study also focuses on investigating whether the relationship is mediated by green market orientation and green supply chain management.

This is a quantitative study using the data of 182 manufacturing small and medium-sized enterprises in East Java, Indonesia. Data are collected using an online survey. A multiple mediation research framework is employed, and partial least squares structural equation modeling is used to test the hypotheses.

The findings demonstrate the following important results. First, green human capital readiness affects business performance. Second, green market orientation partially mediates the effect of green human capital readiness on business performance. Third, green supply chain management partially mediates the effect of green human capital readiness on business performance. Fourth, green market orientation and green supply chain management sequentially mediate the green human capital readiness-business performance relationship.

This study limits its sample to the small and medium-sized enterprises in East Java, Indonesia. Thus, caution must be applied when generalizing to other types of organizations and different regions. The results confirm the resource-based view and sustainability theory in explaining the antecedents of business performance in the era of the green economy which are useful for future researchers and students who are interested in studying human capital, market orientation, supply chain management and business performance.

This study has the following practical implications. First, it implies that the owners/managers of small and medium-sized enterprises need to properly develop their green human capital readiness because they play a strategic role in driving green market orientation, improving green supply chain management and enhancing business performance. Second, it provides useful information to policymakers to make better decision-making in developing environmentally friendly companies.

This study is a response to calls for studies on the antecedents of business performance in the green economy era. It provides empirical evidence for the development of resource-based view and sustainability theory by employing the new construct of green human capital readiness, which has been rarely investigated in previous studies. It also employs a multiple mediation research framework that provides a more comprehensive understanding by including green market orientation and green supply chain management. It also provides empirical evidence in the research setting of small and medium-sized enterprises in Indonesia as an emerging market.

This research aims to determine the impact of green business (GB) on the perceived wealth of small and medium-scale enterprises (PWSMEs). The study also analyses the mediating role of a green attitude in this relationship.

A questionnaire based on a comprehensive literature study was used to develop a scale for measuring GB parameters. A survey involving 400 small and medium enterprise (SME) owners and managers across India was conducted. Regression analysis is used to determine the impact of GB on PWSMEs, and mediation analysis is used to explore the role of green attitude in this relationship.

The study reveals that GB components such as intent, processes, measurement, communication and capacity building have a positive impact on perceived wealth and green attitude. The association between perceived wealth and GB aspects is moderated by a green attitude, with the indirect effect being more significant than the direct effect.

To improve customers' green attitudes toward buying goods and services, small and medium enterprises (SMEs) should develop a technique to implement GB aspects into their overall strategy. This will undoubtedly improve the performance of SMEs.

This study adds to the body of knowledge on GB by emphasizing the benefits that SMEs can get from implementing GB practices, thereby improving their performance in markets such as India.

Drawing upon the natural resource-based view (NRBV), green absorptive capacity (GAC) is the backbone of firm green dynamic capabilities. It converts the developed knowledge into knowledge application. Understanding how GAC could benefit corporation environmental performance (EP) is still ambiguous and debated. Hence, this study introduced three facilitator factors, namely, managerial environmental concern (MEC), green innovation performance (GIP) and green entrepreneurship orientation (GEO), in which GAC can improve EP. The study tested the moderation effect of GAC and GEO on the MEC-GEO and the MEC-EP relationships and predicted the mediation effect of MEC, GEO and GIP on the GAC-EP relationship.

The quantitative study used a self-administered survey and cross-sectional research design; the study collected data from top management employees working in Chinese manufacturing firms.

The results indicated that GAC positively influences MEC, GEO and GIP, and these last three constructs influence EP. While MEC positively affects GIP, the MEC-GEO relationship was insignificant. The study found that GAC moderates the MEC-GEO relationship, whereas GEO failed to do so between MEC and EP. The results confirm a partial mediation effect between GAC-EP through the three intermediary constructs.

To promote EP, firms GAC should prioritize developing MEC ad GIP. Firms' GEO can exploit eco-friendly opportunities enabled by GAC, a process that bridges the existing knowledge and skills gap between MEC and GEO. GAC is one of the leading green strategic capabilities that help GEO to achieve green business growth and better EP. MEC is the process of facilitating GIP to deliver eco-products and protect the external environment. When MEC failed to address GEO's green business agenda, GEO could not enhance EP.

The study highlights the necessity of GAC to develop firms' green dynamic capabilities to boost EP. The study confirms GAC's vital role in strengthening the manager's environmental awareness and bridging the knowledge gap between GEO and MEC. In addition, GIP can drive entrepreneurial green opportunities and enhance EP when GAC is involved and converts knowledge creation to knowledge applications. Strategically speaking, given the importance of the triple green pillars of the NRBV, GEO would not balance green business growth and EP unless GAC leveled up MEC to match GEO's green business agenda and drive EP.

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

The COVID-19 pandemic has brought unprecedented challenges to businesses worldwide, compelling them to swiftly adapt their strategies to the evolving landscape. This study explores the relationships between uncertainty shocks (i.e. COVID-19), strategic responses, and performance outcomes, with a specific focus on general and green strategic responses.

Drawing from a sample of sustainability-oriented exporters in different industries, we examine the impact of these responses on market, financial, and operation performance by gathering data from 212 managers in Vietnam – an emerging country, and then applying PLS-SEM for analysis.

Our findings reveal that sustainability-oriented exporters have exhibited adaptability by adopting general and green strategic responses in the face of the pandemic’s disruptions. Green strategic responses positively influence market, financial, and operational performance, underscoring the strategic significance of integrating sustainability considerations. However, while general strategic responses show alignment with uncertainty risks, they just impact operational performance, but do not significantly influence market and financial outcomes.

Future research should consider diversifying the sample to encompass a wider range of firm types and geographical locations to enhance the external validity of the results. In addition, the study does not extensively explore the mechanisms that mediate or moderate the relationships between uncertainty shocks, strategic responses, and performance outcomes.

The study’s implications guide practitioners toward agile responses that balance adaptability, sustainability, and performance. This study provides timely insights for sustainability-oriented firms, managers, policymakers, and researchers aiming to navigate disruptions effectively and sustainably.

These findings contribute to the fields of strategic management and sustainability by emphasizing the complexities of strategic responses during uncertainty shocks, and disruptions and the pivotal role of sustainability-driven strategies in enhancing performance.

When a company practices greenwashing, it violates consumers' expectations by deliberately deceiving them about their environmental practices or the benefits of their products/services. This study investigated the effects of greenwashing on corporate reputation and brand hate. Furthermore, this study explored the mediating effects of perceived environmental performance and green perceived risk.

A survey design using cross-sectional primary data from 420 Portuguese consumers who identified and recognized brands engaged in greenwashing was employed. The proposed hypotheses were tested using structural equation modeling techniques.

This study's findings show that consumer perceptions of greenwashing may damage brands. The results show that greenwashing has a negative effect on corporate reputation through perceived environmental performance and green perceived risk. Additionally, greenwashing has a positive direct effect on brand hate and a negative effect on green perceived risk. Therefore, reducing greenwashing practices can improve consumers' perceptions of corporate environmental performance, buffer green perceived risk, and ultimately enhance corporate reputation. This can lead to positive relationships with customers.

Based on signaling and expectancy violation theories, this study develops a new framework highlighting the detrimental effects of greenwashing on brands. The combination of these theories provides the right framework to understand how greenwashing may lead to extreme feelings like brand hate and negative perceptions of corporate reputation, thus advancing the current research that lacks studies on the association between these constructs.