Title: Influence of green showcasing practices on firm performance and mediating role of brand reputation

Authors: Ashok Kumar; Mukesh Singh Tomar; Bhoopendra Bharti; Binay Kumar Mishra

Addresses: Allenhouse Business School, Kanpur, Uttar Pradesh, 208008, India ' Teerthanker Mahaveer Institute of Management and Technology (TMIMT), Teerthanker Mahaveer University, Moradabad, 244001, India ' Department of Management Science, Tecnia Institute of Advanced Studies (TIAS), New Delhi, 110085, India ' Department of Public Policy, KU School of Management, Kathmandu University, Lalitpur, Nepal

Abstract: The study examines the utilisation of green showcasing for branding and its influence on the performance of the firm. Through the utilisation of a standardised questionnaire, a sample of 312 senior executives in the travel industry were interviewed, and data was collected through the purposive sampling method. The findings reveal that the implementation of green showcasing enhances the reputation of the brand and the overall business performance. Moreover, the reputation of the brand contributes to business performance by attracting and retaining new customers, and their relationship is positively and significantly correlated. Furthermore, brand reputation significantly influences the impact of green showcasing on firm performance. The study contributes to the literature by providing a green showcasing model for destination service providers. It also adds to the role of brand reputation in the success of green showcasing in the tourism business. Further implications of this study are discussed in the corresponding section.

Keywords: green showcasing; brand image; firm performance; green marketing; PLS-SEM.

DOI: 10.1504/IJTE.2024.137528

International Journal of Technoentrepreneurship, 2024 Vol.5 No.1, pp.1 - 25

Received: 30 Aug 2023
Accepted: 17 Oct 2023
Published online: 22 Mar 2024 *

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