Drivers of strategic green marketing orientation: An SME owner-manager perspective

Small and Medium-Sized Enterprises (SME) are crucial in addressing climate change as they constitute more than 90% of global businesses. Building on the upper echelons theory, this study examines the driver of strategic green marketing orientation (SGMO) from the perspective of SME owner/manager. Through a survey involving 426 SME owners/managers in the United States, it reveals that SME owners/managers’ biospheric values positively influence SGMO via perceived competitive advantage, which in turns influence business performance. It also identifies perceived stakeholder pressures, perceived behavioral control, and perceived risks as key boundary conditions on the relationship between SGMO and its drivers.