The effect of green marketing strategy on business performance: : a study of organic farms in Taiwan

• Autores: Shwu-Ing Wu, Syuan-Ru Lin
• Localización: Total Quality Management & Business Excellence, ISSN-e 1478-3371, Vol. 27, Nº. 1-2, 2016, págs. 141-156
• Idioma: inglés
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• Resumen

  • Many enterprises seek to enhance the effectiveness of their total quality management through the implementation of green marketing strategies. The aim of this study was to explore the influence of green marketing strategies on business performance by surveying all the 1287 organic farms certified and registered in Taiwan. We obtained 288 valid questionnaires and used structural equation modelling to investigate the direction and strengths of the relationships among various related dimensions. Our results demonstrate that organic farms are able to enhance their corporate image through green marketing strategies, thereby improving their business performance.