Sustainable Marketing Performance and Responsive Market Orientation of Enterprises in the Context of Digital Transformation: A Case Study of the Green Consumer-Goods Industry

Haozhe Deng, Yafei Lan, Guangyao Chen (), Yi Zheng and Maomao Zhang ()
Additional contact information
Haozhe Deng: Management Studies, Woosong University, Daejeon 34606, Republic of Korea
Yafei Lan: Business Department, Semyung University, Jecheon 27136, Republic of Korea
Guangyao Chen: Business Department, Semyung University, Jecheon 27136, Republic of Korea
Yi Zheng: Department of Business Administration, Sejong University, Seoul 05006, Republic of Korea
Maomao Zhang: College of Public Administration, Huazhong University of Science and Technology, Wuhan 430079, China

Sustainability, 2025, vol. 17, issue 17, 1-29

Abstract: This study examines how digital transformation (DT) affects sustainable marketing performance (SMP) in the green consumer-goods sector, focusing on new energy vehicle (NEV) enterprises. It explores the mediating role of responsive market orientation (RMO) in this relationship. A structural path model integrating DT, RMO, and SMP is developed to analyze the impact of digital-technology adoption and market responsiveness to green marketing outcomes. This research conducts an empirical analysis using structural equation modeling based on the data of 86 Chinese A-share listed new-energy companies from 2018 to 2022. The results indicate that DT directly improves SMP and also indirectly enhances it by reinforcing RMO. RMO is found to play a significant mediating role. This study may contribute to the theoretical and methodological understanding of how digital strategies drive marketing performance in the context of green consumption and offers empirical support for advancing corporate green marketing practices.

Keywords: digital transformation; sustainable marketing; responsive market orientation; new energy vehicle; structural equation model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/17/17/7995/pdf (application/pdf)
https://www.mdpi.com/2071-1050/17/17/7995/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:17:p:7995-:d:1742547

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().