The Role of Institutional Pressure and Corporate Social Responsibility on Green Marketing Adoption and Relative Competitive Advantages

The purpose of this study was to examine how institutional pressures influence corporate social responsibility (CSR) and green marketing adoption (GMA), and how these relationships contribute to relative competitive advantage (RCA) in Vietnam’s banking sector. The study also aimed to provide strategic recommendations for improving green marketing management and CSR practices within this industry. Design/methodology/approach: This research analyzed the hypothesized structural model with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4.0. The dataset comprised responses from 288 bank employees gathered via an online questionnaire, providing adequate statistical power and sample representativeness. Findings: The findings revealed significant effects of institutional pressures on both CSR and green marketing adoption (GMA). CSR was found to partially mediate the relationship between institutional pressures and both GMA and relative competitive advantage (RCA). The results confirm that stronger institutional demands lead banks to enhance CSR practices, which in turn improve green marketing processes and strengthen competitive advantage.

ISBN:	978-80-7678-380-5
EAN:	9788076783805
Počet stran	47 stran
Datum vydání	31. 12. 2025
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Anh Tuan Huynh
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	999 - nezařazeno
	Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/59075