Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan

ABSTRACT: 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 impa

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PROVIDER: S-EPMC9552945 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature