Thesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017 / The purpose of this research was to study the relationship between firm‟s commitment to green, green marketing capability, green relationship learning, green human resource investments and firm performance for electronics manufacturers in South Africa. Despite the increased focus on on green marketing, there has been little focus on research relating corporate commitment to green and how it relates to green marketing capabilities and firm performance. This study fills this research gap by proposing and testing hypotheses relating firm commitment to green, green marketing capability, green relationship learning, green human capital investment and a firm‟s performance.
To answer the research questions, primary data for n=212 respondents covering a range in firm
size, gender, race, and age for electronics manufacturers in South Africa was used to test the
hypothesis relating corporate commitment to green, green marketing capability, and a
firm‟sperformance. The structural equation modeling approach was used to test the model fit and
hypothesis testing. The software SPSS 24 was used to analyse the descriptive statistics and
AMOS 24 was used to test the research model. The results showed that firm commitment to
green was a predictor of firm performance and green marketing capability, green relationship
learning, and green human capital investments was found to be mediators in the relationship
between firm commitment to green and firm performance. Indeed, the hypotheses stated in this
study were found to be true. The main contribution of this study is showing how corporate
governance commitment to green can enable firm performance (both marketing and financial)
through mediating variables of green marketing capability, green relationship learning and green
human capital investment. The study further shows that corporate commitment to green
influences green corporate social investment positively.
Key words: corporate commitment to green, green marketing capability, green relationship
learning, green Human Capital Investment, Green CSI, firm performance / GR2018
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/24776 |
| Date | January 2017 |
| Creators | Atud, Vivian Abit |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | Online resource (xx, 322 leaves), application/pdf |
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