Abstract The pressure on businesses to engage not only on profitability but also on social and environmental responsibility has increased in recent times. The study empirically tested the relationship between green marketing orientation (GMO) and environmental and social performance in the context of firms in the hospitality industry. Sustainable performance measurement focuses not only on financial but also on social and environmental performance. The study used the quantitative research design, and the cross-sectional survey method was used for data collection from 192 respondents. Descriptive statistics, Pearson correlation, and regression analysis were used for data analysis. Cronbach’s alpha was used as a measure of reliability. The results indicated a significant positive relationship between GMO and environmental and social performance of hospitality firms. The findings of the study suggest that GMO is a firm-level strategic resource that can improve the sustainable performance of firms in the hospitality sector. Theoretically, the study linked GMO to environmental and social performance of firms. Empirically, the study adds to the literature on the effect of GMO on sustainable performance. Practically, the study suggested recommendations that can improve the adoption of GMO by firms. These include green design, green positioning, green supply chain, and green strategy.

中文翻译：

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南非接待公司的绿色营销导向与环境和社会绩效

摘要近年来，企业不仅要提高盈利能力，还要承担社会和环境责任。这项研究在酒店业公司的背景下，通过经验检验了绿色营销取向（GMO）与环境和社会绩效之间的关系。可持续绩效衡量不仅关注财务，还关注社会和环境绩效。该研究采用了定量研究设计，而横断面调查方法则用于收集192位受访者的数据。描述性统计，Pearson相关性和回归分析用于数据分析。克朗巴赫（Cronbach）的alpha用作衡量可靠性的指标。结果表明，转基因生物与酒店业公司的环境和社会绩效之间存在显着的正相关关系。研究的结果表明，转基因生物是企业级的战略资源，可以改善酒店业企业的可持续绩效。从理论上讲，该研究将转基因生物与企业的环境和社会绩效联系起来。根据经验，该研究增加了关于转基因生物对可持续绩效的影响的文献。实际上，该研究提出了一些建议，这些建议可以改善企业对转基因生物的采用。其中包括绿色设计，绿色定位，绿色供应链和绿色战略。该研究将转基因生物与企业的环境和社会绩效联系起来。根据经验，该研究增加了关于转基因生物对可持续绩效的影响的文献。实际上，该研究提出了一些建议，这些建议可以改善企业对转基因生物的采用。其中包括绿色设计，绿色定位，绿色供应链和绿色战略。该研究将转基因生物与企业的环境和社会绩效联系起来。根据经验，该研究增加了关于转基因生物对可持续绩效的影响的文献。实际上，该研究提出了一些建议，这些建议可以改善企业对转基因生物的采用。其中包括绿色设计，绿色定位，绿色供应链和绿色战略。