GREEN MARKETING AS A MEDIATOR BETWEEN SUPPLY CHAIN MANAGEMENT AND ORGANIZATIONAL PERFORMANCE

ABSTRACT Purpose: The study aims to explore and describe the mediation of green marketing in the relationship between supply chain management and corporate performance. Originality/gap/relevance/implications: The prior intention was to fill an epistemological gap about green marketing. The presence of green marketing in regression decreases the magnitude of the relationship between supply chain management and performance in Brazilian construction companies. Key methodological aspects: The study was carried out using quantitative method with exploratory and descriptive purposes. An exploratory research was conducted through in-depth interviews with ten managers working in the construction business. A descriptive survey involved the application of a questionnaire answered by a sample of 133 respondents. Data was analyzed using descriptive statistics, linear regression and structural equation modeling. Summary of key results: Data showed that green marketing mediates, in part, the relationship between supply chain management and corporate performance. Key considerations/conclusions: As theoretical implications, the study reinforces positive correlations between the constructs used in the surveyed sector. It resorted to models previously developed that, combined, could be reproduced or falsified, in order to obtain, finally, convergent measurement models. As a practical application, it identified the involvement of employees in environmental issues, missions and visions with explicit statements on energy and water saving and green marketing initiatives to improve the corporate image, such as obtaining environmental certifications. In conclusion, it appears that the civil construction companies have room to improve the communication and image to stimulate both the supply and consumption of green products.

摘要

一、研究目的
本研究旨在探索并阐述绿色营销（Green Marketing）在供应链管理（Supply Chain Management）与企业绩效（Corporate Performance）之间关系中的中介作用。

二、原创性/研究空白/研究关联性/实践启示
本研究初衷为填补绿色营销领域的认识论研究空白。针对巴西建筑企业的分析显示，回归分析中纳入绿色营销变量后，供应链管理与企业绩效之间的关联强度有所减弱。

三、核心方法论说明
本研究采用兼具探索性与描述性的定量研究方法：首先通过对10名建筑行业管理人员开展深度访谈完成探索性研究环节；随后面向133名受访者发放问卷开展描述性调研。数据分析阶段采用描述性统计、线性回归（Linear Regression）以及结构方程建模（Structural Equation Modeling）三种方法。

四、核心研究结果概述
数据结果表明，绿色营销在供应链管理与企业绩效的关系中发挥部分中介作用。

五、核心思考与结论
理论层面，本研究证实了所调研建筑行业内各研究构念间存在正向相关关系。本研究沿用此前已开发的理论模型，通过组合验证实现模型的复现与证伪，最终构建得到收敛测量模型。实践层面，本研究发现，建筑企业可通过明确提出节能节水的使命与愿景、开展绿色营销相关举措以提升企业形象（如获取环境认证），强化员工对环境议题的参与度。综上，巴西建筑企业仍存在优化沟通策略与品牌形象的空间，以此推动绿色产品的供给与消费。