The effect of corporate social responsibility and environmental orientation on business marketing performance of organic product sellers; Investigating the mediating role of green market orientation

Moghaddasi, Alireza; Delghandi,, Paria

doi:10.22034/jsma.2024.205856

The effect of corporate social responsibility and environmental orientation on business marketing performance of organic product sellers; Investigating the mediating role of green market orientation

Document Type : Original Article

Authors

Alireza Moghaddasi ¹

Paria Delghandi, ²

¹ Assistant Professor, Imamreza International University, Mashhad, Iran

² MSc on Business Administration in Marketing, Imamreza International University, Mashhad, Iran

10.22034/jsma.2024.205856

Abstract

The purpose of this research is to investigate the effect of corporate social responsibility and environmental orientation on marketing performance through the mediating role of green market orientation in stores selling organic products. This research is applied research in terms of its purpose, and in terms of its nature and method, it is descriptive and survey-causal research. The statistical population of the present study consists of the sellers of organic products stores, and from this population, 227 stores were selected as the non-random available sample. The data collection tool in this research is the localized questionnaire of Papadas et al. (2017), Riki et al. (2012), Cheng et al. (2017). The validity of the questionnaire was measured using the construct validity method through confirmatory factor analysis and its reliability through Cronbach's alpha. SPSS and SmartPLS software were used for data analysis. The findings of the research show that the variables of corporate social responsibility and Environmental Orientation have an effect on green market orientation and also these variables have a positive and meaningful effect on marketing performance with the mediating role of green market orientation. A set of variables affecting marketing performance was identified. At the end, useful recommendations have been proposed to the stores selling organic products to better use the results of this research.

Keywords

corporate social responsibility

environmental orientation

strategic green market orientation

tactical green market orientation

internal green market orientation