The Mediating Role of Green Innovation in the Relationship Between Strategic Green Marketing Orientation and Marketing Performance

Abstract

This study investigates the relationships between strategic green marketing orientation (SGMO), green innovation, and marketing performance within the manufacturing sector in Saudi Arabia. Employing a cross-sectional research design, data was collected from mid-level employees in the marketing departments of manufacturing firms. A total of 357 responses were gathered using a structured questionnaire, which measured the three key constructs using validated scales adapted from prior studies. Structural equation modeling (SEM) was utilized to analyze the data, enabling the examination of both direct and indirect relationships among the variables. Results revealed that SGMO has a strong positive effect on green innovation, which in turn significantly enhances marketing performance. Additionally, green innovation was found to mediate the relationship between SGMO and marketing performance, highlighting its pivotal role in translating green marketing strategies into improved market outcomes. The study underscores the importance of integrating environmental concerns into marketing strategies and fostering green innovation to achieve sustainable business success. These findings offer valuable insights for managers and policymakers in the manufacturing sector, emphasizing the need to align green marketing practices with innovation to drive both environmental and economic benefits.