Sustainable Marketing Performance and Responsive Market Orientation of Enterprises in the Context of Digital Transformation: A Case Study of the Green Consumer-Goods Industry

Abstract

This study examines how digital transformation (DT) affects sustainable marketing performance (SMP) in the green consumer-goods sector, focusing on new energy vehicle (NEV) enterprises. It explores the mediating role of responsive market orientation (RMO) in this relationship. A structural path model integrating DT, RMO, and SMP is developed to analyze the impact of digital-technology adoption and market responsiveness to green marketing outcomes. This research conducts an empirical analysis using structural equation modeling based on the data of 86 Chinese A-share listed new-energy companies from 2018 to 2022. The results indicate that DT directly improves SMP and also indirectly enhances it by reinforcing RMO. RMO is found to play a significant mediating role. This study may contribute to the theoretical and methodological understanding of how digital strategies drive marketing performance in the context of green consumption and offers empirical support for advancing corporate green marketing practices.