Eco-friendly Marketing Strategy and Performance Outcome: The Role of Learning
(A2025-125699)

AUTHORS

Farzana Riva, University of Leeds; Martin Heinberg, Leeds University Business School, University of Leeds; GIUSEPPE MUSARRA, University of Leeds; Constantine Katsikeas, Leeds University Business School

ABSTRACT

Empirical work on the eco-friendly marketing strategy-performance relationship has been fragmented. The study differs from previous by (1) unveiling eco-friendly learning as the underlying mechanism, (2) investigating stakeholders' contingencies, (3) examining environmental performances and (4) focusing on eco-friendly product lines and emerging economy. Achievement goal theory and stakeholder theory as theoretical lenses were used. Results support that eco-friendly learning as eco-friendly marketing competency is the underlying mechanism and different stakeholders may determine the effectiveness of an eco-friendly marketing strategy. Results demonstrated that competitive intensity and customers’ environmental sensitivity negatively moderate the eco-friendly marketing strategy- eco-friendly marketing competency link whereas coordination flexibility and ties with intermediaries moderate the link positively. These findings have important implications for marketing theory and practice.