Green Marketing as a Mediator between Supply Chain Management and Organizational Performance

Authors

  • Ednei Rogério de Souza Zampese Universidade Presbiteriana Mackenzie
  • Roberto Giro Moori Universidade Presbiteriana Mackenzie
  • Adilson Caldeira Universidade Presbiteriana Mackenzie

Keywords:

Green marketing. Organizational performance. Supply chain management. Green supply chain. Supply chain in construction.

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. Exploratory research was conducted through in-depth interviews with ten managers working in construction business. Descriptive survey involved the application of a questionnaire answered by a sample of 133 respondents. Data were 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. Resorted to models previously developed that, combined, could be reproduced or falsified, the end to obtain 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.

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Author Biographies

Ednei Rogério de Souza Zampese, Universidade Presbiteriana Mackenzie

Graduado em Administração de Empresas pelo Instituto Maua de Tecnologia (1999) e em Engenharia Mecânica pela Universidade de São Paulo (2000). Em 2001 e 2002, cursou o CEAG - Curso de Especialização em Administração para Graduados na EAESP, da Fundação Getúlio Vargas, e Mestre em Economia, defendendo a tese de Overreaction no mercado de capitais brasileiro. Doutor em Administração de Empresas pela Universidade Presbiteriana Mackenzie.

Roberto Giro Moori, Universidade Presbiteriana Mackenzie

Possui graduação em Engenharia Mecânica pela Universidade Estadual Paulista Júlio de Mesquita Filho (1980), mestrado em Engenharia (Engenharia de Produção) pela Universidade de São Paulo (1989), doutorado em Engenharia (Engenharia de Produção) pela Universidade de São Paulo (1993), pós-doutorado em Administração pela University of Bath, Inglaterra (2003) e em Logística e Engenharia da Informação pela Tokyo University of Marine Science and Technology, Japão (2010). Professor titular da Universidade Presbiteriana Mackenzie e desde 1999 é professor do programa de pós-graduação stricto senso em Administração de Empresas da Universidade Presbiteriana Mackenzie.

Adilson Caldeira, Universidade Presbiteriana Mackenzie

Doutor em Administração de Empresas pela Universidade Presbiteriana Mackenzie, Mestre em Administração pela Universidade de São Paulo, Especialista em Administração Financeira e Graduado em Engenharia Civil. É Professor Adjunto em período integral e pesquisador do Centro de Ciências Sociais e Aplicadas (CCSA) da Universidade Presbiteriana Mackenzie.

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Published

2016-06-23

Issue

Vol. 17 No. 3 (2016)

Section

Resources and Entrepreneurial Development

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