NBR Volume-5  Issue-1 2023

EXAMINING THE IMPACT OF GREEN MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE AND COMPETITIVE ADVANTAGE

Zahid Hussain
Department of Business Administration, Shaheed Benazir Bhutto University, Nawabshah, Pakistan

Corresponding Email: [email protected]

ABSTRACT 

Purpose: The objective of this study is to investigate the effects of green marketing strategies and corporate social responsibility (CSR) practices on organizational performance and competitive advantage. The study aims to advance understanding of CSR principles and green marketing strategies and to provide practical guidance to companies wishing to increase their commitment to sustainability while maintaining a profitable position in the Pakistan market.
Design/Methodology: The study adopted a positivist ideology as well as a deductive technique. A combination of snowball and accessible sampling techniques was employed to acquire the data from 121 participants.
Findings: According to the study’s findings, the implementation of green marketing strategies and CSR policies helps to improve the performance and competitive advantage of lubricant companies. Further, customers as well as business experts support companies that produce ecologically friendly products. Thus, the present study provides evidence that CSR and Green marketing have a positive impact on company performance.
Originality: This research enriches the information base on CSR practices, green marketing strategies, and how they impact company performance and competitive advantage. The study broadens comprehension of these concepts within the context of the Oil Lubricant Industry. The combination of green marketing and CSR practices in the understudied Pakistani lubricant business makes the research distinctive and new. The beneficial insights gained from this study can aid companies in creating strategies to improve their contribution to the environment while still generating revenue from the Pakistani market.

Keywords:  Green marketing, corporate social responsibility, Organizational performance, Competitive advantage, Lubricant industry, Consumer perception, Industry experts
Paper type: Research Paper

Received: 30 May 2023
Revised: 28 June 2023
Accepted: 01 July 2023
Published: 13 July 2023

Full-Length Paper: PDF

DOI: https://doi.org/10.37435/NBR23053002

This is an open-access article under the CC BY 4.0 license