Sustainable Green Marketing Strategies: Linking Technology Adoption, Strategic Management, and Financial Performance to Consumer Behaviour and Customer Satisfaction

This study examines the interplay between green marketing strategies, technology adoption, and strategic management, and their combined impact on organizational performance and consumer behaviour. Addressing a critical research gap in understanding the causal pathways between technology-driven sustainability initiatives and business outcomes, the research employed a sequential mixed-methods design. Quantitative data were collected through surveys of 208 marketing and sustainability professionals across diverse industries, while qualitative insights were gathered from 12 in-depth interviews with managers. The quantitative results demonstrate that strategic alignment and technology adoption significantly predict financial performance, customer satisfaction, and loyalty, with technology adoption mediating the relationship between green marketing strategies and financial outcomes (β = 0.32, p < .01). Transparency and third-party certifications emerged as the strongest drivers of consumer trust and willingness to pay a premium. Qualitative findings reinforced these results, highlighting the importance of embedding sustainability into core corporate strategy and leveraging technology as both an operational enabler and a credibility mechanism. The study contributes to the literature by providing empirical evidence of technology’s mediating role in sustainable marketing outcomes and by clarifying how industry context and organizational size shape the effectiveness of green practices. Managerially, the findings emphasize the need for strategic embeddedness, targeted technology investment, uncompromising transparency, and context-tailored approaches. Overall, this research advances understanding of how businesses can align profitability with sustainability while building long-term consumer trust.