Textile and Apparel Industries

Do green marketing programs pay off? An empirical study of Chinese textile and apparel Companies

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Abstract

In the context of Chinese textile and apparel industry that has been in a progressive transition towards "green" business, we proposed and tested a theoretical model that predicts the role of green marketing programs in influencing firm product-market performance and financial performance and the conditional effects (i.e., degree of internationalization, firm size) that moderate the relationships. The results show that green product, pricing, promotion and distribution positively affects firms' product-market performance while green product, pricing and distribution directly result in positive firms' financial performance. Firm's product-market performance positively affects its financial performance. Firm degree of internationalization positively moderates the relationships between green product and promotion and firms' product-market performance and the relationships between green product and distribution and financial performance. The findings from this study provide important implications for firms in terms of where and how they should expect to gain payback benefits from investments in green marketing programs.

How to Cite:

Chi, T. & Sun, Y., (2017) “Do green marketing programs pay off? An empirical study of Chinese textile and apparel Companies”, International Textile and Apparel Association Annual Conference Proceedings 74(1).