Effect of Green Products and Green Packaging on Business Performance with the Mediating Effect of Competitive Advantage a case of manufacturing firms in Ethiopia

Green marketing is a movement that encourages businesses to develop and promote environmentally friendly products. This research aims to examine the effect of green products and green packaging on business performance with the mediating effect of competitive advantage in Ethiopia. The data were coll...

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Bibliographic Details
Published in:African journal of business and economic research 2024-03, Vol.19 (1), p.417-437
Main Authors: Adela, Alemu Ashagrie, Ayalewu, Brehanu Borji, Rahman, Mohammed Arshad-Ur
Format: Article
Language:English
Subjects:
business performance
Competition
Competitive advantage
Financial performance
Green market
Green marketing
Green packaging
Green Product
Green products
Manufacturing
Marketing
Mediation
Packaging
Packaging industry
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Summary:Green marketing is a movement that encourages businesses to develop and promote environmentally friendly products. This research aims to examine the effect of green products and green packaging on business performance with the mediating effect of competitive advantage in Ethiopia. The data were collected from the sampled 301 medium and large manufacturing firms in the Sidama region of Ethiopia. The data were analyzed using SEM with AMOS version 23. The findings showed that green products and packaging have a significant effect on competitive advantage. The results also demonstrated that green products and packaging have a significant effect on business performance. The relationship between green products, green packaging, and business performance is significantly mediated by competitive advantage. Therefore, we recommend that medium and large manufacturing firms should implement green marketing practices to enhance their business performance. It was additionally suggested that future studies examine the effect of green marketing practices on other categories of industries.
ISSN:1750-4554
1750-4562
DOI:10.31920/1750-4562/2024/v19n1a19