Green marketing practices and organizational sustainable performance in developing countries context: an empirical study

Although literature investigating role of Green Marketing (GM) in enhancing firm’s performance is voluminous, there is a scarcity of studies exploring effects of GM on organizational sustainable performance in developing countries context. This study explores the impact of implementing GM on organizational sustainable performance in Palestinian food industries. To this end, GM practices and organizational sustainable performance-related data were collected through a questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show a modest, unstructured quasi-GM strategy. More specifically, both green product and green placement and distribution contribute to enhancing the firm’s environmental performance (EP), while green promotion enhances the economic performance (EcP). Also, the social performance (SP) is affected by the green placement and distribution. However, green pricing has no significant effect on the organizational sustainable performance. This study is among few studies exploring impacts of GM on firm’s organizational sustainable performance in developing countries context, thus adding significant value to the literature by attempting to counter sustainable performance issues in current complex business environments.