The Effect of Strategic and Internal Green Marketing on Competitive Advantage and organizational Performance (Case Study: Branches of Melli Bank of Mazandaran Province of Iran)

Shababi, Hooman; Golestani, Sogand

doi:10.22034/oajre.2022.163477

The Effect of Strategic and Internal Green Marketing on Competitive Advantage and organizational Performance (Case Study: Branches of Melli Bank of Mazandaran Province of Iran)

Document Type : Original Article

Authors

Hooman Shababi ¹

Sogand Golestani ²

¹ Assistant Professor, Department of Management, Rahedanesh Institute of Higher Education, Babol, Iran.

² Master of Business Management- Strategic Management, Department of Management, Rahedanesh Institute of Higher Education, Babol, Iran.

10.22034/oajre.2022.163477

Abstract

Going green means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyles, which can help protect the environment and sustain its natural resources for current and future generations. The present study seeks to investigate the effect of Strategic and Internal Green Marketing on Competitive Advantage and organizational Performance in Branches of Melli Bank of Mazandaran Province of Iran. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 334 individual customers of questionnaire survey method. The study utilized Structural Equation Modeling (SEM) technique to statistically analyses measurement and structural models.The results show the positive effect of Internal Green Marketing Orientation (IGMO) on Competitive advantage and also negative impact of Strategies Green marketing orientation (SGMO) on Competitive advantage is. In finally, positive effect Competitive advantage (CA) on Organization Performance (OP).

Keywords

Competitive advantage

Internal Green Marketing

Organization Performance

Strategies Green marketing orientation