This study attempted to fill a gap in the literature and explore the effects of green marketing orientation on SMEs green marketing performance. According to the result, the critical role of green innovation and green competitive advantage were solutions to achieving green marketing performance....

Green product innovation has been used as a strategic tool to increase sustainability in response to the rising concerns regarding the adverse effect of business activities on the environment. Finding ways to increase green product innovations is an urgent issue faced by many managers. This...

Purpose: This study aims to analyze green supply chain management (GSCM) and green marketing strategies (GMS) to green purchasing intentions (GPI). This study conducts on craft SMEs in the Special Region of Yogyakarta, Indonesia. Design/methodology/approach: This study uses primary data which is...

The current research paper aims at making a comprehensive analysis of the current green marketing initiatives adopted by the top performing Romanian companies, in order to understand the determinant factors that influence their green approach and to evaluate the impact of the sustainability...