The effect of green marketing, green supply chain and green human resources on business performance: balanced scorecard approach

Abstract

Green management and its implementation and practices attracted the attention of both practitioners and academicians alike, which in part is due to its positive impact on the environment and sustainability, however, little is known about what really measures the effect of green management practices on business performance. Conventional measures of financial performance cannot reflect the proposed effect since green management is long-term oriented and not limited to financial performance only. This research explores the potentials of using balanced scorecard to measure the effect of green marketing, green supply chain and green human resources on the performance of the firms. Simple random sampling technique was followed in this research, and data were collected from 113 managers from different companies in service and manufacturing sectors in UAE. The findings indicate that green marketing was the major determinant of customers’ performance, green human resources was the major factor affecting learning and growth, and that green supply chain was the main influencer on financial performance and internal processes.