Navigating Marketing Performance Through The Mediating Role of Green Marketing

The era of green global norms and business competitiveness encourage global companies to increase marketing capability which has an impact on marketing performance. This research examines the gaps in green global norms which are often considered to have consequences for investment in innovation and has an impact on profitability. On the contrary, this pressure encourages companies to remain survive while increasing their competitiveness. This research discusses green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was employed on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies were used as research samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report for the 2019-2023 period. The research results show: (1) the mediating role of green marketing in values transformation of organizational learning and green organizational identity ; (2) green innovation has been shown to have no significant impact on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities ​​to improve marketing performance.