Investigating the Impact of Green Marketing Orientation on Manufacturing Industries Firm Performance in China; the Parallel Mediation Model of Eco-Innovation and Sustainable Competitive Advantage

Key Points

• The research aims to explore how green marketing orientation influences the performance of manufacturing firms in China, focusing on mediation effects.
• Used a parallel mediation model to analyze relationships between green marketing, eco-innovation, and sustainable competitive advantage.
• Targeted manufacturing industry firms in China to assess their performance metrics related to green marketing efforts.
• Eco-innovation was found to significantly mediate the relationship between green marketing orientation and firm performance.
• Sustainable competitive advantage also acted as a mediator, enhancing the overall performance of manufacturing firms influenced by green marketing.

Abstract