Linking green marketing and SMEs performance: A psychometric meta-analysis
基于资源基础理论、权变理论和消费者行为理论，通过106项研究的心理测量元分析，发现绿色营销对中小企业整体绩效有中等正向影响，其中绿色推广是最关键的前因，创新绩效受绿色营销影响最大，且经济部门、经济发展水平等情境因素显著调节这一关系。
Drawing on the resource-based theory of the firm, contingency theory, and consumer behavioral theories, we investigate the extent to which green marketing—green products, green pricing, green distribution, and green promotion—influences the performance of small and medium-sized enterprises (SMEs) and how contextual factors (for example, economic sector, economic development, national global sustainable competitiveness, and culture) influence this focal relationship. We analyzed 106 studies with 47,661 observations and 195 study effect sizes using a psychometric meta-analysis approach via subgroup and meta-regression analyses. Our results reveal that green marketing has a positive, moderate effect on the overall firm performance of SMEs and that the most critical antecedent is green promotion, while the performance indicator largely influenced by green marketing is innovation performance. Our moderator analysis shows that contextual factors significantly moderate green marketing/SME performance relationships. The study concludes with the theoretical and managerial implications of these findings.