The Impact of Destigmatization and Green Marketing on Firms' Dynamic Competitive Advantage: The Mediating Role of Green Corporate Social Responsibility and the Moderating Effect of Dynamic Absorptive Capacity

Abstract

In today’s competitive market, firms face pressure to maintain advantages while addressing social and environmental concerns. This study examines how destigmatization and green marketing influence dynamic competitive advantage, with green corporate social responsibility (CSR) as a mediator and dynamic absorptive capacity as a moderator. Data from 917 manufacturing enterprises in China were analyzed using structural equation modeling. Results show that destigmatization, green marketing, and green CSR positively impact dynamic competitive advantage, with green CSR mediating the effects of destigmatization and green marketing. Dynamic absorptive capacity strengthens these effects. The findings highlight the role of green CSR and absorptive capacity in leveraging green strategies for sustainable competitive advantage, offering practical guidance for managers.