Internal Green Marketing Orientation and Its Effect on Competitive Advantage: Evidence from an Empirical Study

Environmental sustainability has recently risen to the top of the global political agenda and is now regarded as a key driver of innovation. The textile sector is the third-largest polluting industry, accounting for 10 percent of the world’s greenhouse gas emissions. The worldwide use of apparel has increased to almost 62 million tonnes per year. As a result, when marketing their products, the textile industry must take sustainability into account. Unfortunately, the majority of companies still believe that using green marketing strategies will undermine their ability to compete. The current study investigated the effect of internal green marketing orientation (IGMO) on competitive advantage among retail textile companies in Kerala to unravel the relationship between green marketing strategy and competitiveness. The study’s findings supported the view that a company’s competitive advantage can be enhanced through internal green marketing initiatives.