Green marketing orientation (GMO) and performance of SMEs in Ghana

Abstract

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.