Green marketing strategy and the firm's performance: the moderating role of environmental culture

Following the natural-resource-based view of the company, this study analyses how green marketing strategy influences different dimensions of organizational performance. In this task, it also studies how the integration of the environmental values within the firm's internal culture determines the effect of green strategies on performance. To meet these aims, the present research collects data from 361 manufacturing firms of a European country. Structural equation modelling with EQS software was the method applied to analyse the information. The findings indicate that green marketing strategy led firms to improve their profitability by optimizing marketing performance and reducing costs. However, dimensions of organizational results, like process performance, are not positively related to economic success. They also reveal that environmentally oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices.