Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania

Ismail Juma Ismail, David Amani, Ismail Abdi Changalima · 2023 · Heliyon

Summary. Manufacturing enterprises in Tanzania that adopt strategic green marketing orientation significantly improve their environmental sustainability practices. The study finds that green absorptive capacity—the ability to recognize and apply environmental knowledge—strengthens this relationship. These findings demonstrate that integrating environmental considerations into business strategy and building capacity to absorb green innovations drives measurable sustainability improvements in manufacturing.

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@article{ismail-2023-strategic-green-marketing-orientation-environmental,
  title   = {Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania},
  author  = {Ismail Juma Ismail and David Amani and Ismail Abdi Changalima},
  journal = {Heliyon},
  year    = {2023},
  doi     = {10.1016/j.heliyon.2023.e18373},
  url     = {https://doi.org/10.1016/j.heliyon.2023.e18373}
}

TY  - JOUR
TI  - Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania
AU  - Ismail Juma Ismail
AU  - David Amani
AU  - Ismail Abdi Changalima
JO  - Heliyon
PY  - 2023
DO  - 10.1016/j.heliyon.2023.e18373
UR  - https://doi.org/10.1016/j.heliyon.2023.e18373
ER  - 

Details

DOI

10.1016/j.heliyon.2023.e18373

Countries

Tanzania

Regions

Africa

Categories

climate-and-environment, entrepreneurship, general-innovation

Added

2026-04-28