Green brands, customer satisfaction and sustainable performance in the Chinese manufacturing industry
ISSN: 0025-1747
Article publication date: 3 October 2023
Issue publication date: 7 November 2023
Abstract
Purpose
Environmental sanctions and pressure from governments and customers can play an essential role in driving the manufacturing industry to adopt more sustainable practices and reduce their environmental impact. Thus, this study explores how pressures from customers and governments influence sustainable firm performance and customer satisfaction through green production, green creativity, green brand innovativeness and green brand image in the Chinese manufacturing industry? Further, the moderating role of green knowledge was analyzed.
Design/methodology/approach
640 valid responses from the Chinese manufacturing industry were collected through web-based and physical surveys and later assessed through structural equation modeling.
Findings
The findings of this study validated the direct relationship between the proposed construct. Mediation analysis found the mediating role of green brand innovativeness, green brand image green and customer satisfaction. Furthermore, the moderating impact of green knowledge was also proved.
Originality/value
The empirical findings of this research filled the literature gap on cleaner production and sustainable firm performance by focusing on green production, green creativity and green knowledge in the Chinese manufacturing industry context.
Keywords
Acknowledgements
Since acceptance of this article, the following author(s) have updated their affiliation(s): Muhammad Waqas is at the School of Management, Jiangsu University, Zhenjiang, China.
Citation
Waqas, M., Qingfeng, M., Ahmad, N. and Iqbal, M. (2023), "Green brands, customer satisfaction and sustainable performance in the Chinese manufacturing industry", Management Decision, Vol. 61 No. 11, pp. 3545-3572. https://doi.org/10.1108/MD-09-2022-1251
Publisher
:Emerald Publishing Limited
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