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Purpose: This research seeks to establish whether strategic green marketing, service innovation and eco-innovation can be used in the improvement of sustainable products development and usage. The research aims at responding to the challenges such as climate change, scarcity of resources and pollution of the environment while satisfying the customer’s need for environmentally sustainable products and services. Design/Methodology/Approach: Quantitative research design was used whereby questionnaires with close ended questions were used with 223 participants from different organizations. The questionnaires addressed the issue of green marketing and the aspect of services with innovation. To test the research hypothesis and examine the strategic green marketing’s impact on service innovation, eco-innovation, and sustainable product development, multiple regression and mediation analysis were employed. Findings: The outcomes show that the effects of strategic green marketing and service innovation on the creation of sustainable products when facilitated by eco-innovation are significant. Green marketing, backed by true green innovations, improves customers’ confidence. Implications/Originality/Value: This paper provides suggestions to the managers, the policymakers, and the industry players regarding the establishment of sustainable, credible, and environmentally friendly business strategies. Thus, the analysis of these notions and the demonstration of the interconnections between them will help to enhance the development of sustainable business and the transition to a more sustainable economy.
Kouser et al. (2024) studied this question.