Green marketing practices and financial performance of manufacturing firms: The moderating role of organizational culture

This paper investigated the moderating role of organizational culture on the relationship amid green marketing practices as well as financial performance of manufacturing firms. The survey utilized a self-administered questionnaire approach, gathering a total of 270 completed responses for data analysis utilizing Smart PLS-SEM (version 4). The study noted the occurrence of a significant positive relationship amid green internal marketing as well as financial performance. Second,there is a significant positive effect amid green marketing communication as well as financial performance. Third, there is a significant negative relationship amid green strategy as well as financial performance. However, the connection amid green product as well as financial performance is insignificant. Moreover, organizational culture has a significant moderation effect on the relationship amid green strategy as well as financial performance. Furthermore, organizational culture has a significant moderation effect on the relationship amid green product as well as financial performance. In addition, organizational culture has a significant moderation effect on the relationship amid green marketing communication and financial performance. However, organizational culture has an insignificant moderating effect on the relationship among green internal marketing as well as financial performance This investigation underscores the necessity of adopting a comprehensive strategy to enhance the financial performance of firms. Managers must focus on strategic alignment, leadership commitment, employee engagement, effective communication, and continuous improvement to foster a culture that supports green marketing initiatives.