The impact of the adoption of green marketing on corporate performance of non-profitable organizations: empirical study

Hani Al-dmour, Haifa Hadad and Rand Al-dmour

Social Responsibility Journal, 2021, vol. 19, issue 1, 1-19

Abstract: Purpose - This study aims to examine the impact of green marketing adoption on non-profitable organizations’ performance in Jordan. Design/methodology/approach - A structured questionnaire was developed to collect the needed data and test the developed hypotheses to investigate the impact of green marketing adoption on non-profitable organizations’ performance. The data was collected using a self-administered questionnaire distributed to 183 respondents in non-profitable organizations operating in Jordan. Findings - The findings indicate that the extent of green marketing adoption by profitable organizations in Jordan is relatively moderate. They also confirm that the corporate performance of non-profitable organizations is positively associated with the extent of adoption of green marketing dimensions, particularly environmental and social responsibility aspects. Originality/value - Reviewing the existing literature revealed that similar studies had not previously been undertaken in Jordan as a developing country.

Keywords: Green marketing adoption; Non-profitable organizations; Social responsibility; Environmental responsibility; Marketing intervention strategies; Jordan (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-03-2021-0114

DOI: 10.1108/SRJ-03-2021-0114

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