Eugine Tafadzwa Maziriri, Thembinkosi Maphosa, Victor Virimai Mugobo

Abstract

This study examined the impact of green marketing practices on the competitive advantage and business performance of small and medium-sized enterprises (SMEs) in the manufacturing sector of South Africa. The research utilized a quantitative approach, focusing on managers and Heads of Marketing Departments in manufacturing SMEs. Data analysis was carried out using SPSS v29 for demographic analysis and AMOS 29 for structural equation modeling and path modeling. The findings revealed that green packaging, green advertising, and green product innovation were found to positively impact competitive advantage. Moreover, green packaging, green advertising, competitive advantage, green product innovation, and green process innovation were positively correlated with business performance. Interestingly, green process innovation was found to have a negative effect on competitive advantage. This study contributes to the existing knowledge in the areas of green marketing, competitive advantage, and SME business performance. The findings are particularly relevant for manufacturing SME managers seeking to achieve a competitive advantage and improve profitability and business sustainability.