Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan
This study is based on the natural resource based view, which examines the impact of holistic marketing orientation on business performance (BP) by defining the role of enablers and mediators. The drivers, including corporate social responsibility (CSR) and environmental culture (EC) influence, are...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.940278/full |
| _version_ | 1811264817796743168 |
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| author | Fatima Shaukat Jia Ming |
| author_facet | Fatima Shaukat Jia Ming |
| author_sort | Fatima Shaukat |
| collection | DOAJ |
| description | This study is based on the natural resource based view, which examines the impact of holistic marketing orientation on business performance (BP) by defining the role of enablers and mediators. The drivers, including corporate social responsibility (CSR) and environmental culture (EC) influence, are tested by analyzing the role of sustainable competitive advantage (SCA) as a mediator. The analysis is based on 298 samples collected from top and middle-level managers working in the pharmaceutical industry. Structural equation modeling was undertaken using Smart PLS 3.2.8. The research outcomes reveal that corporate social responsibility and environmental culture have a substantial impact on green marketing orientation (GMO). The results show that GMO has a significant direct and indirect impact on business performance while a full mediation of sustainable competitive advantage exists between the green marketing orientation and business performance. The outcomes will facilitate managers in green marketing strategy and decision making in the long-term, with 3-fold benefits in addition to strengthening their competitiveness. |
| first_indexed | 2024-04-12T20:11:15Z |
| format | Article |
| id | doaj.art-3115edb5afcf4330870d432c063986f5 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T20:11:15Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-3115edb5afcf4330870d432c063986f52022-12-22T03:18:15ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-09-011310.3389/fpsyg.2022.940278940278Green marketing orientation impact on business performance: Case of pharmaceutical industry of PakistanFatima ShaukatJia MingThis study is based on the natural resource based view, which examines the impact of holistic marketing orientation on business performance (BP) by defining the role of enablers and mediators. The drivers, including corporate social responsibility (CSR) and environmental culture (EC) influence, are tested by analyzing the role of sustainable competitive advantage (SCA) as a mediator. The analysis is based on 298 samples collected from top and middle-level managers working in the pharmaceutical industry. Structural equation modeling was undertaken using Smart PLS 3.2.8. The research outcomes reveal that corporate social responsibility and environmental culture have a substantial impact on green marketing orientation (GMO). The results show that GMO has a significant direct and indirect impact on business performance while a full mediation of sustainable competitive advantage exists between the green marketing orientation and business performance. The outcomes will facilitate managers in green marketing strategy and decision making in the long-term, with 3-fold benefits in addition to strengthening their competitiveness.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.940278/fullgreen marketing orientationcorporate social responsibilityenvironmental culturesustainable competitive advantagebusiness performance |
| spellingShingle | Fatima Shaukat Jia Ming Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan Frontiers in Psychology green marketing orientation corporate social responsibility environmental culture sustainable competitive advantage business performance |
| title | Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan |
| title_full | Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan |
| title_fullStr | Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan |
| title_full_unstemmed | Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan |
| title_short | Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan |
| title_sort | green marketing orientation impact on business performance case of pharmaceutical industry of pakistan |
| topic | green marketing orientation corporate social responsibility environmental culture sustainable competitive advantage business performance |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.940278/full |
| work_keys_str_mv | AT fatimashaukat greenmarketingorientationimpactonbusinessperformancecaseofpharmaceuticalindustryofpakistan AT jiaming greenmarketingorientationimpactonbusinessperformancecaseofpharmaceuticalindustryofpakistan |