JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Green Marketing Orientation (GMO) and Performance of SMEs in Ghana
Author(s): Hayford Amegbe, Joseph Odhiambo Owino, Afra Nuwasiima
Citation: Hayford Amegbe, Joseph Odhiambo Owino, Afra Nuwasiima, (2017)"Green Marketing Orientation (GMO) and Performance of SMEs in Ghana," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 1, pp. 99-109
Article Type: Research paper
Publisher: North American Business Press
The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) based on the classification according of the Ghana Investment Promotion Council’s industry classification and, second, to assess its impact on the SMEs performance. All the owners/mangers of various industries (SMEs) operating in the cities of Accra and Tema in the Greater Accra region of Ghana, that is, 128, were contacted using census method. The study indicates that there exists a strong relationship between green orientation – employee satisfaction, green orientation – customer satisfaction, green orientation – employee retention and green orientation – image. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention.