129337 20231215094308.0 doi 10.1080/0965254X.2011.581382 sideral 73714 ART-2011-73714 eng Fraj, E. Universidad de Zaragoza (orcid)0000-0002-9688-9734 Green marketing strategy and the firm's performance: The moderating role of environmental culture 2011 Following the natural-resource-based view of the company, this study analyses how green marketing strategy influences different dimensions of organizational performance. In this task, it also studies how the integration of the environmental values within the firm's internal culture determines the effect of green strategies on performance. To meet these aims, the present research collects data from 361 manufacturing firms of a European country. Structural equation modelling with EQS software was the method applied to analyse the information. The findings indicate that green marketing strategy led firms to improve their profitability by optimizing marketing performance and reducing costs. However, dimensions of organizational results, like process performance, are not positively related to economic success. They also reveal that environmentally oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices. Access copy available to the general public Unrestricted info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Martínez, E. Universidad de Zaragoza (orcid)0000-0001-9307-5359 Matute, J. Universidad de Zaragoza (orcid)0000-0002-2402-327X 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 19, 4 (2011), 339-355 J. strat. mark. Journal of Strategic Marketing 0965-254X 128888 http://zaguan.unizar.es/record/129337/files/texto_completo.pdf Postprint 516733 http://zaguan.unizar.es/record/129337/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:129337 articulos driver 2023-12-14-13:18:16 ARTICLE