Enhancing Corporate Sustainability: An Examination Of Green Marketing Strategies And Their Impact On Environmental Commitment And Innovation Performance

Abstract

Examining the related interactions between green marketing tactics, environmental commitment, and green innovation performance and their compounded effects on firm performance and sustainability was the primary purpose of this research.  The study employed a hybrid quantitative-qualitative research approach.  In detail, it collected cross-sectional survey data from 300 medium to large-sized firms in different industries in the United States and followed up with semi-structured interviews of 30 senior managers who were directly involved in their firms’ sustainability strategies. The results of the research provide evidence that the application of green marketing strategies has significant positive effects on firms’ environmental commitment and green innovation performance. The significant correlations and regression analyses indicate that green marketing strategies do not only positively affect environmental commitment, but also drive green innovation practices that tend to enhance overall business performance as well. The study finds that implementing green marketing tactics into business operations satisfies growing consumer demands for eco-friendly products and, at the same time, heightens a firm's competitiveness and sustainability. These tactics are found to be critical for firms in coping with contemporary market and environmental challenges effectively. Both practitioners and policymakers can gain major benefits from understanding the implications of this study. Evidence supports that a corporate culture of sustainability will more likely result in successful green marketing, environmental commitments and continuing innovation