IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0333026.html

Examining the impact of green marketing practices on business performance: A synergistic application of resource-based view and triple bottom line theory

Author

Listed:
  • Md Asaduzzaman Babu
  • Md Abdur Rouf
  • Md Rohibul Islam
  • Md Rohibul Islam

Abstract

The primary focus of this investigation is to assess the influence of green marketing practices and their potential effects on organizations’ operational performance. The factors influencing business performance include environmental, economic, and social elements. Data collection involved 303 respondents who completed a questionnaire utilizing a 5-point Likert scale for each statement. The participants in the study included employees from manufacturing, non-manufacturing, and service sectors. This investigation used a structured equation model (SEM) methodology to assess the impact through the synergic application of RBV and TBL theory, with data analyzed using Smart PLS version 4.1.0.8. The study’s findings indicate that implementing green marketing practices has a positive and significant influence on business performance. Additionally, perceived competitive advantage and green innovation marketing strategy are positive mediators in the relationship between green marketing practices and business performance. The findings indicate that business performance substantially impacts environmental, economic, and social performance. The study’s uniqueness lies in examining perceived competitive advantage and green innovation marketing strategy as a mediating variable. Businesses are increasingly concentrating on the effects of environmentally friendly marketing strategies on their performance; therefore, this study examines how these practices contribute to enhancing business performance. Future investigations may occur in sectors like FMCG, RMG, leather, and others.

Suggested Citation

  • Md Asaduzzaman Babu & Md Abdur Rouf & Md Rohibul Islam & Md Rohibul Islam, 2026. "Examining the impact of green marketing practices on business performance: A synergistic application of resource-based view and triple bottom line theory," PLOS ONE, Public Library of Science, vol. 21(1), pages 1-21, January.
    • Handle: RePEc:plo:pone00:0333026
    DOI: 10.1371/journal.pone.0333026
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0333026
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0333026&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0333026?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ivan Montiel & Alvaro Cuervo-Cazurra & Junghoon Park & Raquel Antolín-López & Bryan W. Husted, 2021. "Implementing the United Nations’ Sustainable Development Goals in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(5), pages 999-1030, July.
    2. Muhammad Salman Shabbir & Mohammed Ali Bait Ali Sulaiman & Nabil Hasan Al-Kumaim & Arshad Mahmood & Mazhar Abbas, 2020. "Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE," Sustainability, MDPI, vol. 12(21), pages 1-13, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhifeng Zhang & Fariha Sami & Irfan Ullah & Sami Ullah Khan & Salahuddin Khan, 2024. "Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China: a logistic regression approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(11), pages 29453-29474, November.
    2. Rekha Rao-Nicholson & Htwe Htwe Thein & Yifan Zhong, 2024. "A thematic analysis of the links between multinational enterprises’ corporate social responsibility and the Sustainable Development Goals in Myanmar," Journal of International Business Policy, Palgrave Macmillan, vol. 7(2), pages 203-223, June.
    3. Su, Dan & Zhang, Lijun & Peng, Hua & Saeidi, Parvaneh & Tirkolaee, Erfan Babaee, 2023. "Technical challenges of blockchain technology for sustainable manufacturing paradigm in Industry 4.0 era using a fuzzy decision support system," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    4. Vikas Sharma & Ramona Rupeika-Apoga & Tejinder Singh & Munish Gupta, 2025. "Sustainable Investments in the Blue Economy: Leveraging Fintech and Adoption Theories," JRFM, MDPI, vol. 18(7), pages 1-28, July.
    5. Ivan Montiel & Junghoon Park & Bryan W. Husted & Andres Velez-Calle, 2022. "Tracing the connections between international business and communicable diseases," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1785-1804, October.
    6. Bu, Maoliang & Xu, Liang & Tang, Ryan W., 2023. "MNEs’ transfer of socially irresponsible practices: A replication with new extensions," Journal of World Business, Elsevier, vol. 58(2).
    7. Cechvala, Sarah, 2024. "Systems thinking for management practitioners and scholars: Strengthening the tools to analyze “wicked problems”," Business Horizons, Elsevier, vol. 67(6), pages 783-795.
    8. Delios, Andrew & Li, Jiatao & Schotter, Andreas P.J. & Vrontis, Demetris, 2024. "Challenging the orthodoxy in international business research: Directions for “new” research areas," Journal of World Business, Elsevier, vol. 59(4).
    9. Julien Hanoteau, 2023. "Do foreign MNEs alleviate multidimensional poverty in developing countries?," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 13(4), pages 719-749, December.
    10. Paola Perez-Aleman & Tommaso Ferretti, 2023. "Creating innovation capabilities for improving global health: Inventing technology for neglected tropical diseases in Brazil," Journal of International Business Policy, Palgrave Macmillan, vol. 6(1), pages 84-114, March.
    11. Nafisat Olabisi & Yingqi Wei, 2025. "Designing effective policy to achieve sustainable development impact of FDI: the case of Sub-Saharan Africa," Journal of International Business Policy, Palgrave Macmillan, vol. 8(1), pages 33-52, March.
    12. Kamran Khan & Thomas Henschel, 2024. "LCT-Based Framework for the Assessment of Sustainability: From the Perspective of Literature Review," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 175(3), pages 1-20, December.
    13. Rozenn Perrigot & Komlanvi Elom Gbetchi, 2023. "Social franchise chains operating in African countries: are their social goals aligned with the 2030 United Nations sustainable development goals?," Post-Print hal-03715585, HAL.
    14. José M. Núñez-Sánchez & Jesús Molina-Gómez & Pere Mercadé-Melé & Santiago Almadana-Abón, 2024. "Boosting Competitiveness Through the Alignment of Corporate Social Responsibility, Strategic Management and Compensation Systems in Technology Companies: A Case Study," Sustainability, MDPI, vol. 16(21), pages 1-15, October.
    15. Bekolo Ngoa Celestin & Kouame Dangui Dorcas, 2024. "Eco-innovation in Waste Recycling Industry in Ghana: Modeling the Upper Echelon Behavioral Drivers of Grass Root Innovation Among SEED Award Winners," SAGE Open, , vol. 14(2), pages 21582440231, May.
    16. Rima H. Binsaeed & Zahid Yousaf & Adriana Grigorescu & Raluca Andreea Trandafir & Abdelmohsen A. Nassani, 2023. "Knowledge Sharing and the Moderating Role of Digital Innovation on Employees Innovative Work Behavior," Sustainability, MDPI, vol. 15(14), pages 1-14, July.
    17. Qi, Ruijuan & Khan, Ali Junaid & Basheer, Muhammad Farhan & Ul Hameed, Waseem & Chaudhry, Iffat Sabir, 2023. "Handling the mishandling: Resolving the resource curse through effective utilization of available natural resources and claiming sustainable development," Resources Policy, Elsevier, vol. 87(PA).
    18. Valentina Marano & Miriam Wilhelm & Tatiana Kostova & Jonathan Doh & Sjoerd Beugelsdijk, 2024. "Multinational firms and sustainability in global supply chains: scope and boundaries of responsibility," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(4), pages 413-428, June.
    19. Enrico Battisti & Hussain G. Rammal & Hemant Merchant & Pervez Ghauri & Niccolò Nirino, 2025. "Corporate Social Responsibility Challenges of International Service Firms: An Introduction and Research Agenda," Management International Review, Springer, vol. 65(3), pages 399-414, June.
    20. Chie Iguchi & Axèle Giroud & Shasha Zhao & Si Zhang, 2025. "International Business and Sustainable Development in Asia: Opportunities and Challenges for Firms and Countries," Asian Business & Management, Palgrave Macmillan, vol. 24(1), pages 1-24, February.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0333026. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.