What question did this study set out to answer?

This research aims to understand how green marketing influences ESG performance through total quality management (TQM) and the moderating role of green leadership.

July 1, 2026Journal of Global Responsibility

Beyond green marketing claims to ESG excellence in the automotive industry: unravelling the quality mechanism and leadership dependency

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Authors

EAErnest Mensah AbrahamUniversity of Professional Studies UMUmmu MarkweiUniversity of Professional Studies SKSamuel KoomsonUniversity of Professional Studies

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Implication

Explanatory study examines green marketing’s role in enhancing ESG performance via TQM, highlighting leadership effects.

Key Points

This research aims to understand how green marketing influences ESG performance through total quality management (TQM) and the moderating role of green leadership.
Cross-sectional study design involving 119 full-time employees from small automotive companies in Ghana
Data collected through an online survey questionnaire
Data analyzed using SmartPLS 4 at a 5% significance level.
Green marketing significantly enhances TQM and ESG performance.
TQM partially mediates the relationship between green marketing and ESG performance.
Presence of sustainable leadership strengthens both the green marketing–TQM and TQM–ESG performance relationships.

Cite This Study

Abraham et al. (2026) studied this question.

synapsesocial.com/papers/6a44afb45cd2549c8bc44a3f https://doi.org/10.1108/jgr-12-2024-0244

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Beyond green marketing claims to ESG excellence in the automotive industry: unravelling the quality mechanism and leadership dependency

Discussion

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Implication

Key Points

Cite This Study

Beyond green marketing claims to ESG excellence in the automotive industry: unravelling the quality mechanism and leadership dependency

Discussion

Member takes

Implication

Key Points

Cite This Study

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