INTERNAL GREEN MARKETING AND FINANCIAL PERFORMANCE: THE MODERATING ROLE OF COMPETITIVE ADVANTAGE

Abstract

To thrive in today's cut-throat competitive market, a firm considers every business aspect, both internal and external, to gain a competitive advantage and enhance performance. Despite substantial investments in green marketing campaigns for output products, there remains unsatisfactory attention to internal green marketing and its influence on a firm's performance. Therefore, this paper aims to bridge this gap by examining the relationship between internal green marketing orientation and the financial performance of Vietnamese businesses, with the moderating role of competitive advantage. The research data were obtained via a survey with 262 participants randomly selected in Vietnam. The research findings from structural equation modeling suggest a remarkably positive interaction between internal green marketing activities and financial performance within a firm, as well as confirm the moderating effect of competitive advantage. These empirical results might contribute to the creation of business advantage and, consequently, enhance financial performance through the execution of internal green marketing.