Drivers of perceived market and eco-performance in the foodservice industry

Abstract

Purpose To foster environmental and sustainable practices, foodservice enterprises should exhibit a high degree of corporate social responsibility (CSR), ecological consciousness and innovation in green initiatives. This study examines the influences of CSR practices (i.e. economic, legal, ethical and philanthropic), environmental marketing activities (i.e. strategic and tactical) and innovation (i.e.technological and organizational) as drivers of market and eco-performance in the foodservice industry. Design/methodology/approach Based on an established framework of CSR, environmental marketing and innovation, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from representatives of the Korean foodservice franchise industry. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and path analysis. Findings Market performance was influenced by tactical environmental marketing, as well as technological and organizational innovation. Eco-performance was affected by tactical environmental marketing and technological innovation. However, technological innovation and organizational innovation were influenced by tactical environmental marketing, but were not significantly affected by strategic environmental marketing. Additionally, strategic environmental marketing was influenced by economic, legal, ethical and philanthropic CSR. Last, tactical environmental marketing was affected by economic, ethical and philanthropic CSR. Practical implications CSR, environmental marketing activities and innovation provide numerous benefits to businesses. Such benefits include enhanced market and eco-performance, both of which create competitive advantages. Originality/value There is a paucity of research on the effects of environmental marketing and innovation on corporate performance in the foodservice industry. The findings provide greater insights into the impacts of CSR, environmental marketing and innovation on corporations’ desired outcomes.