Green marketing, green supply chain management, and business performance: Empirical evidence from China

This study aims to contribute to the existing literature by introducing a synthetic model based on structural equation modeling to test the relationships of green marketing, green supply chain management, green branding and market performance in Chinese logistics. Green marketing is divided into two areas: green internal marketing, which focuses on inbound process, and green external marketing, focused on customers. Our findings show that green internal marketing has direct impact on green supply chain management (GSCM); however, it has no significant direct relationship to green branding performance or market performance. On the other hand, green external marketing has direct impact on green branding and market performance, but not on GSCM. With GSCM, there is a missing link between internal and external marketing. Thus, diverse marketing activities should be integrated with the emphasis on sustainability, as well as on effective intermediation such as GSCM and green brand images.