The Role of B2B Green Marketing Mix in Gaining Competitive Advantage of Small and Medium Enterprises (SMEs)

Abstract

The present study was conducted to check the Role of B2B Green Marketing Mix in Gaining Competitive Advantage of Small and Medium Enterprises (SMEs). The objective of the study was to explore the role of green marketing mix in the competitive advantage among SMEs. The study was conducted among the SMEs working in Small Industrial Estate Hattar. On the basis of Krejice and Morgan (1970), the study included 197 marketing managers for the data collection of questionnaire survey. The existing study used mix methodology and adopted both qualitative approach (interview with marketing managers) and quantitative approach (closed ended questionnaire) for the data collection and analysis. In total, 20 interviews were done. The questionnaires were distributed among the marketing managers of the selected SMEs and then filled were collected back after allocated time period. The quantitative analysis was used for the checking the effect of green marketing mix on the competitive advantage i.e. regression, correlation. Thematic analysis was used while interpreting the interviews data. The correlation results showed that Green product, green price, green promotion and green placement showed positive correlation with competitive advantage. The regression results showed that Green product, green price, green promotion and green placement showed significant effect on the competitive advantage. Interviews results showed that Reactive B2B green marketing strategies are related to: low organizational ecological commitment and resource allocation and are more likely to develop continuous innovations. Most respondents argued that they avoid using disposable plastic products (straws, bags, bottles) and opt for reusable alternatives.