The Effect of Strategic and Internal Green Marketing on Competitive Advantage and organizational Performance (Case Study: Branches of Melli Bank of Mazandaran Province of Iran)

Going green means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyles, which can help protect the environment and sustain its natural resources for current and future generations. The present study seeks to investigate the effect of Strategic and Internal Green Marketing on Competitive Advantage and organizational Performance in Branches of Melli Bank of Mazandaran Province of Iran. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from ۳۳۴ individual customers of questionnaire survey method. The study utilized Structural Equation Modeling (SEM) technique to statistically analyses measurement and structural models.The results show the positive effect of Internal Green Marketing Orientation (IGMO) on Competitive advantage and also negative impact of Strategies Green marketing orientation (SGMO) on Competitive advantage is. In finally, positive effect Competitive advantage (CA) on Organization Performance (OP).

Keywords:

Competitive advantage , Internal Green Marketing , Organization performance , Strategies Green marketing orientation