From strategy to execution: how green marketing orientations influence sustainability performance through sequential mediation

Purpose This research aims to analyze the impact of strategic and tactical green marketing orientations (TGMO) on the sustainability performance (SP) of small and medium-sized enterprises (SMEs) in the textile manufacturing sector. It further examines the mediating roles of internal green marketing orientation (IGMO) and green process innovation (GPrI), using the natural resource-based view theory (NRBV) as the theoretical framework. Design/methodology/approach The research uses a quantitative data analysis approach using a questionnaire developed from established literature. Data were collected from 320 respondents through purposive sampling. The data were analyzed using SmartPLS 4 software using structural equation modeling. Findings The results indicate that the sequential mediation of IGMO and GPrI between strategic green marketing orientation (SGMO) and SP is negative and non-significant. In contrast, the indirect effect of TGMO on SP through this sequential mediation is positive and significant. Moreover, both SGMO and TGMO directly and positively influence SP. SGMO further exerts a significant indirect effect on SP through GPrI. Originality/value This study offers important practical and theoretical contributions by emphasizing the alignment between marketing strategies and long-term sustainability goals. In the context of increasing global emphasis on responsible consumption and production (Sustainable Development Goal 12) and the integration of environmental considerations into business strategies (Sustainable Development Goal 13), the study contributes to the literature by linking dimensions of green marketing orientation with sustainable development goals through the lens of the natural resource-based view. The findings suggest that policymakers and practitioners should prioritize SGMO, as it directly enhances GPrI performance, ultimately leading to improved sustainability outcomes. Despite the growing interest in green marketing, there remains a limited body of research that systematically examines strategic and tactical green marketing as firm-level resources influencing SP. This study addresses this gap by providing empirical evidence that substantiates these relationships.