Green Innovation: Is it a Marketing Strategy to Enhance Organizational Sustainability?
Sustainability is one of the critical ultimate goals targeted by both society and organizations. One of the most important practices to achieve it is green practices. Therefore, transforming from conventional technologies to green technologies is one of the important steps to go green. However, the risk and uncertainty associated with the green growth path makes the progress toward being green slow, especially in developing countries. Thus, adopting green technologies and practices needs a strategic plan to prepare the organizations to practice green processes with minimum risk. Therefore, this study is conducted to shed light on the importance of adapting some strategies within the organization to accommodate the changes in the environment concerning the green option. Accordingly, this study proposes the green market orientation strategy as the driver of organizational processes to be green. In the same context, green innovation is introduced to be the output of green marketing strategy that leads the company to achieve green growth goals. The criterion construct in this study is organizational sustainability. The study uses two sorts of data – primary and secondary. For the latest data, a wide review of the relevant literature was performed to build the discussion and determine the gaps in the body of knowledge, while for the primary data, a questionnaire was the tool to measure the rate of green implementation among the respondent companies. This study was conducted in the Malaysian context, more specifically, the data were collected from SME manufacturing companies. Partial Least Squares (PLS) was the statistical analysis tool to obtain the results. The results and the implications, along with recommendations for future studies are presented in the last part of the study.