Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation-moderation analysis

The study aims to explore the effect of dimensions of green marketing orientation (GMO) on green innovation and organizational performance utilizing the fundamental concepts of GMO theory, institutional theory, and resource-based theory, or natural resource-based view. In this research, we mainly explore the unplumbed effect of internal (IGMO), strategic (SGMO), and tactical green marketing orientation (TGMO) of the firm using the GMO theory. Although few scientific attempts tried to measure the effect of IGMO, SGMO, and TGMO, a majority of them disdained the idea of its integrated effect and adopted a futile approach while positioning these constructs in their model. In addition, we investigated stakeholders' role (moderating) in green innovation practices and organizational performance. The proposed model is tested using survey data collected from 201 top and middle-level working professionals from manufacturing to service industries in India. We used a structured questionnaire and covariance-based structure equation modeling for the path estimation. All three dimensions showed a direct positive significant effect on green innovation. Only tactical TGMO showed a direct effect on organizational performance, while the other two showed an indirect effect only on organizational performance mediated through green innovation. The study also established the moderating effect of stakeholders' view on the relationships between green innovation and organizational performance. Conclusively, we contribute to GMO theory by extending the scope for further academic/market validation and concurrently advancing managerial inferences for business strategists and market practitioners on sustainable organizational development.