Purpose The purpose of this paper is to investigate the impact of strategic collaboration (SC) on sustainable supply chain management (SSCM), considering the mediating role of internal knowledge sharing (IKS) and external knowledge sharing (EKS). Design/methodology/approach The study population consisted of experts associated with the supply chain in the automotive, food, clothing, pharmaceuticals and chemicals industries. After reviewing the literature, a conceptual framework was developed and applied using a structural equation modeling approach. In this study, samples with 271 observations were collected from manufacturing and servicing companies in Iran. Findings The results showed that SC in the supply chain has a positive impact on the IKS and EKS and SSCM. IKS and EKS have a positive impact on SSCM. Also, the results showed that IKS and EKS fully mediate in the relationship between SC and SSCM. Research limitations/implications This study has been done in the context of Iran, so caution should be taken to generalize the results. Originality/value The findings of the study contribute to the knowledge of the managers and policy makers in achieving SSCM. The results provide the important environmental and social concepts regarding the sustainability of supply chain using SC and IKS and EKS.
Purpose This study aims to investigate the effects of green brand equity (GBE) on green brand attachment (GBA), green self-brand connection (GSBC), green brand attitude (GBAT) and green word of mouth (GWOM). Moreover, the mediating role of three main factors, namely, GBA, GSBC and GBAT. Design/methodology/approach Through an in-depth review of the relevant literature, a conceptual model was developed and a questionnaire was designed. Out of 600 distributed questionnaires among customers of disposable tableware brands in Tehran, 265 questionnaires were returned. Data were analyzed for measuring the proposed model using the structural equation modeling technique. Findings The obtained results showed that GBE has positive impacts on GBA, GSBC, GBAT and GWOM. GBA, GSBC and GBAT have positive impacts on GWOM. Also, GBA, GSBC and GBA partially mediate the relationship between GBE and GWOM. Research limitations This study has been done in the context of Iran, so caution should be taken to generalize the results. Practical implications This study provides a clear insight for brand managers and marketers about the mechanism of enhancing green signals, which a brand can transfer to consumers through GBE. Also, the study suggests that companies should design their advertisement in a way that demonstrates the environmental responsibility of the brand and environmentally friendly features of products to increase consumer awareness of environmental concerns. Social implications The obtained results might increase green awareness among the people which is hoped other industries, particularly manufacturing ones make necessary efforts toward promoting the implementation of green manufacturing. Originality/value The results provide important environmental concepts in the field of green marketing and use sustainable development and signaling theories to enhance the attraction of disposable tableware in both business-to-business and business-to-consumer contexts. This study also adds a new concept of GSBC to the marketing literature.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.