GREEN MARKETING AS A MEDIATOR BETWEEN SUPPLY CHAIN MANAGEMENT AND ORGANIZATIONAL PERFORMANCE

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

MARKETING VERDE COMO UN MEDIADOR ENTRE LA GESTIÓN DE CADENA DE SUMINISTRO Y EL DESEMPEÑO

ABSTRACT

Purpose:

The study aims to explore and describe the mediation of green marketing in the relationship between supply chain management and corporate performance.

Originality/gap/relevance/implications:

The prior intention was to fill an epistemological gap about green marketing. The presence of green marketing in regression decreases the magnitude of the relationship between supply chain management and performance in Brazilian construction companies.

Key methodological aspects:

The study was carried out using quantitative method with exploratory and descriptive purposes. An exploratory research was conducted through in-depth interviews with ten managers working in the construction business. A descriptive survey involved the application of a questionnaire answered by a sample of 133 respondents. Data was analyzed using descriptive statistics, linear regression and structural equation modeling.

Summary of key results:

Data showed that green marketing mediates, in part, the relationship between supply chain management and corporate performance.

Key considerations/conclusions:

As theoretical implications, the study reinforces positive correlations between the constructs used in the surveyed sector. It resorted to models previously developed that, combined, could be reproduced or falsified, in order to obtain, finally, convergent measurement models. As a practical application, it identified the involvement of employees in environmental issues, missions and visions with explicit statements on energy and water saving and green marketing initiatives to improve the corporate image, such as obtaining environmental certifications. In conclusion, it appears that the civil construction companies have room to improve the communication and image to stimulate both the supply and consumption of green products.

KEYWORDS:
Green marketing; Organizational performance; Supply chain management; Green supply chain; Supply chain in construction