Green CSR's role in retail competitive advantage: mediation by marketing and moderation by reputation Online publication date: Wed, 08-May-2024
by Nguyen Xuan-Nhi; Le Ngoc-Tien
J. for Global Business Advancement (JGBA), Vol. 16, No. 2, 2023
Abstract: This paper examines the impact of green corporate social responsibility (GCSR) on green competitive advantage, focusing on the mediating effect of green marketing strategy and the moderating effect of corporate reputation. The study employed the thematic analysis of data from in-depth interviews and focus group discussions with experts in the retail sector to support the grounded theory approach. The study highlights research gaps in green marketing for promoting eco-friendly value from firms' GCSR and potential collaboration with green business partners, emphasising the importance of corporate reputation in influencing the relationship between CSR and competitive advantage. Green marketing strategy fully mediates the relationship between CSR and competitive advantage, while corporate reputation moderates it. The study contributes to the understanding of triple bottom lines (TBL) and CSR, requiring consideration of the resource-based view (RBV) theory. It emphasises the importance of attracting shoppers by promoting green awareness and retaining a commitment to GCSR.
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