EFFECT OF ENVIRONMENTAL MARKETING ON CHANGE IN MARKET SHARE: MODERATED MEDIATION OF INTERNAL GREEN MARKETING ORIENTATION AND STRATEGIC GREEN MARKETING ORIENTATION

Abstract

The study is conducted to examine the influence of environmental marketing on changes in market share. Specifically, it aims to explore the intricate functions of internal green marketing orientation and strategic green marketing orientation as possible moderated mediators. Based on the expanding domain of green marketing and sustainable business practices, this study suggests that the impact of environmental marketing on market share is contingent upon a firms internal green marketing orientation. Furthermore, the efficacy of this mediation is dependent on the firms strategic stance towards green marketing. The study applies regression modelling to examine the claimed links, using a sample of 150 enterprises across various industries. The findings suggest that organisations that possess a strong internal green marketing orientation see an upward trend in terms of market share. The aforementioned findings highlight the significance of incorporating internal and strategic green marketing strategies with environmental marketing endeavours. In order to optimise market share growth through environmental marketing, it is crucial for organisations to establish a comprehensive alignment between their internal operations and strategic green initiatives. This research provides significant insights for managers and marketers who seek to utilise environmental activities as a means to gain a competitive edge in the market. It emphasises the need of adopting a unified and internally coherent strategy to green marketing. KEYWORDS: Environmental marketing, Internal green marketing orientation, Strategic green marketing orientation, Market share, Sustainable business practices, Competitive advantage