MARKETING VERDE COMO MEDIADOR ENTRE GESTÃO DA CADEIA DE SUPRIMENTOS E DESEMPENHO

Zampese, Ednei Rogério de Souza; Moori, Roberto Giro; Caldeira, Adilson

doi:10.1590/1678-69712016/administracao.v17n3p183-211

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Resources and Entrepreneurial Development • RAM, Rev. Adm. Mackenzie 17 (3) • May-Jun 2016 • https://doi.org/10.1590/1678-69712016/administracao.v17n3p183-211 copiar

MARKETING VERDE COMO MEDIADOR ENTRE GESTÃO DA CADEIA DE SUPRIMENTOS E DESEMPENHO

Autoria SCIMAGO INSTITUTIONS RANKINGS

RESUMO

Objetivo:

O estudo visa a explorar e descrever a mediação do marketing verde na relação entre a gestão da cadeia de suprimentos e o desempenho das empresas.

Originalidade/lacuna/relevância/implicações:

Pretendeu-se preencher uma lacuna de natureza epistemológica sobre o marketing verde, constatando-se que este, por estar presente na regressão, diminui a magnitude do relacionamento entre gestão da cadeia de suprimentos e desempenho nas empresas da construção civil brasileira.

Principais aspectos metodológicos:

Utilizou-se o método quantitativo de natureza exploratória e descritiva. Do estudo exploratório participaram dez gestores. No descritivo, precedido de pré-testes junto a três especialistas, contou-se com uma amostra de 133 respondentes. Os dados foram tratados por técnicas de estatística descritiva, análise fatorial, regressão linear múltipla e modelagem em equações estruturais.

Síntese dos principais resultados:

Os dados evidenciaram que o marketing verde medeia, parcialmente, a relação entre gestão da cadeia de suprimentos e o desempenho das empresas.

Principais considerações/conclusões:

Como implicações teóricas, o estudo reforça correlações positivas entre os constructos utilizados no setor pesquisado. Recorreu-se a modelos previamente desenvolvidos que, combinados, poderiam ser reproduzidos ou falseados, para no final se obter modelos de mensuração convergentes. Como aplicação prática, identificou-se o envolvimento de funcionários em temas ambientais, missões e visões com declarações explícitas sobre economizar energia e água e ações de marketing verde para melhoria da imagem corporativa, como a obtenção de certificações ambientais. Como conclusão, verifica-se que as empresas da construção civil têm espaço para melhorar a comunicação e a imagem para estimular tanto os suprimentos como o consumo de produtos verdes.

PALAVRAS-CHAVE:
Marketing verde; Desempenho organizacional; Gestão de cadeia de suprimento; Cadeia de suprimento verde; Cadeia de suprimento na construção civil

CONSTRUCTS	SK^A b positive Ku Value (Kurtosys) indicates a relatively high distribution and a negative value indicates a relatively flat distribution;	KU^B b positive Ku Value (Kurtosys) indicates a relatively high distribution and a negative value indicates a relatively flat distribution;	AVERAGE	STANDARD DEVIATION	¹ 1 Second order construct; GSCM	GM	OP	CP	GP	GC
¹ 1 Second order construct; GSCM (Chain Management)	-0.46	-0.61	3.50	0.99	0.729
GM (Green Marketing)	0.12	-1.18	2.81	1.21	0.753^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.904
OP (Performance)	-0.53	-0.11	3.39	1.05	0.551^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.573^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.922
CP (Corporate Practices)	-0.31	-0.94	3.26	1.14	0.705^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.508^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.219^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.812
GP (Green Project)	-0.68	-0.48	3.71	1.07	0.913^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.683^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.576^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.439^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.892
GC (Green Construction)	-0.51	-0.56	3.65	1.06	0.930^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.719^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.575^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.454^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.866^ indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality	0.899
Amount of new measures →					47	9	12	8	9	9
Amount of measures after depuration →					38	8	11	8	5	6
Unidimensionality (a-Cronbach) →					0.949	0.968	0.983	0.926	0.936	0.953
Average Variance Extracted (AVE) →					0.532	0.818	0.851	0.660	0.796	0.809
Composite reliability (CR) →					0.954	0.973	0.984	0.939	0.951	0.962

STRUCTURAL EQUATIONS	STRUCTURAL COEFFICIENTS	STANDARD ERRORS	STATISTICST	HYPOTHESIS	DECISION(α ≤ 0,05)
With Mediation
Supply management → Performance (c)	0,276	0,105	2,63**	H₃	supports
Supply management → Green Marketing (a)	0,753	0,043	17,64**	H₁	supports
Green Marketing → Performance (b)	0,366	0,121	3,01**	H₂	supports
Without Mediation
Supply management → Performance (c’)	0,559	0,071	7,84**

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[TFN1] Note:

[TFN2] ¹
Second order construct;

[TFN3] ^a
Sk Value (Skweness) out of range -1 a +1 indicates a substantially asymmetrical distribution;

[TFN4] ^b
positive Ku Value (Kurtosys) indicates a relatively high distribution and a negative value indicates a relatively flat distribution;

[TFN5] ^**
indicates that the assertion coefficient is significant at 1%. Diagonal values in italics represent the square root of Average Variance Extracted (AVE). Average Variance Extracted (AVE) is the same as commonality

[TFN6] Source: Elaborated by the authors