Green marketing practices and sustainable development: the role of institutional theory among small and medium scale enterprises

The study creates a conceptual frame work that integrates the theory of planned behaviour (TPB) and institutional theory (ILT) constructs to develop a model that explains the SMEs' intention to practice green marketing for sustainable development. The researcher used purposive sampling, a non-probability sampling method, to collect primary responses from SMEs that practice green marketing. Questionnaires were designed based on the constructs of TPB and ILT and were distributed to 324 SMEs face-to-face .The data gathered was analysed using partial least squares structural equation modelling to test the hypotheses developed through the literature review. The outcome of the data analysis supported all the direct effects of the constructs (attitudes, subjective norms, perceived behaviour benefits, knowledge, and self-efficacy) on sustainable development. Moreover, the moderating effect of descriptive and injunctive norms on the relationship between attitude and social norm on sustainable development was accepted.