Over the past decades, environmental sustainability has raised at the top of the international
political agenda and has been recognized as a key driver of innovation. As a result, the …

Compared to the past few decades, traditional companies are implementing more and more
green strategies, because companies must respond to environmental impacts immediately …

The present study investigates the association between green marketing mix strategies and
the green buying intentions of consumers in an emerging economy. The focus is on the …

This paper seeks to clarify and refine the relationship between strategic and internal green
marketing and firm competitiveness. Despite the significance of corporate environmental …

As green marketing becomes an essential tool for sustainable business strategy, companies
are adopting green marketing practices to achieve better business performance. However …

Purpose The purpose of this study is to assess if the mediating effect of green innovation
capability (GIC) in the relationship between green market orientation (GMO) and new …

This article seeks to identify and analyze green marketing actions that can reduce food
waste (FW) of short shelf life (SSL) products by retailers and to propose effective FW …

Regardless of the role of customers in co-creating value with organizations, how customer
involvement drives employees, particularly in the hospitality industry, to engage in green …

Purpose The purpose of this paper is to perform a psychometric evaluation of the internal
green marketing (IGM) scale in the context of consumer, industrial and service industry from …

Purpose This paper aims to investigate the environmental marketing orientation of Muslim
entrepreneurs and looks at its relationship with environmental marketing and organizational …