Abstract
This study builds on the resource-based theory of the firm and contingency theory to examine the degree to which Green Marketing (GM)—green product, green price, green distribution, and green promotion—influences SMEs’ performance while accounting for boundary-spanning contingencies through a meta-analysis. We examined 102 studies with 43,675 observations and 167 effect sizes across 39 countries. Our results reveal that GM has a positive, moderate effect on overall SMEs performance and that the most important antecedent is green promotion. Furthermore, innovation performance is the outcome most influenced by GM. The moderator analysis shows that contextual factors (sector, economic development, country global sustainability competitive index, and culture) significantly moderate the GM-SMEs performance relationships. The study culminates with the theoretical and managerial implications of the findings.