Influence of Strategic Green Marketing on Green Corporate Image: Mediating Effects of Green Brand Positioning and Green Innovation Strategy

Abstract

This study examines the interrelationships between strategic green marketing, green innovation strategy, green brand positioning, and green corporate image in fostering sustainability within organizations. Employing a quantitative research design, data were collected from a sample of managerial-level employees in the manufacturing sector of Saudi Arabia. The findings reveal significant positive relationships among the constructs, with strategic green marketing demonstrating a strong influence on both green brand positioning and green innovation strategy. Moreover, green brand positioning was found to enhance the green corporate image, while green innovation also positively affected the corporate image. The results underscore the importance of integrating marketing strategies with innovative practices to create a cohesive and authentic brand narrative centered on sustainability. This research highlights the critical role of effective communication and transparent practices in building consumer trust and loyalty. The implications extend to practitioners and policymakers, emphasizing the need for collaborative efforts to promote sustainable business practices. Ultimately, organizations that adopt a holistic approach to green marketing and innovation are better positioned to achieve long-term success while contributing to broader environmental goals. Future research directions are suggested to explore the long-term effects of these strategies on organizational performance and consumer behavior.