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<p>This empirical research examines the key determinants of entrepreneurial Green Marketing Orientation (GMO). It also explores the potential role of GMO in digital marketing practices. Using an online questionnaire, data were collected from 198 managers and specialists in manufacturing companies. An analysis of these data was performed using the PLS-SEM approach. The results revealed significant impacts of environmental impact awareness, ethical considerations, competitive pressures, and leadership mindset on entrepreneurial GMO. Furthermore, this study found that entrepreneurial GMO significantly impacts digital marketing practices. The findings of this study contribute to the literature on the adoption of green marketing and to the theory of green strategies in general. The findings of this study contribute to developing new entrepreneurial diagrams of green strategies by expanding our understanding of green marketing entrepreneurship drivers and outcomes. This study also has valuable practical contributions to organizations, managers, and policymakers.</p>

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The determinants of entrepreneurial green marketing orientation and its ripple effect on digital marketing practices

  • 期刊论文

  • 发表日期：

    2026年1月19日

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  • Khaled Saleh Al-Omoush,
  • Carlos Lassala,
  • María Mar Benavides,
  • Miguel Ángel Millán

摘要

This empirical research examines the key determinants of entrepreneurial Green Marketing Orientation (GMO). It also explores the potential role of GMO in digital marketing practices. Using an online questionnaire, data were collected from 198 managers and specialists in manufacturing companies. An analysis of these data was performed using the PLS-SEM approach. The results revealed significant impacts of environmental impact awareness, ethical considerations, competitive pressures, and leadership mindset on entrepreneurial GMO. Furthermore, this study found that entrepreneurial GMO significantly impacts digital marketing practices. The findings of this study contribute to the literature on the adoption of green marketing and to the theory of green strategies in general. The findings of this study contribute to developing new entrepreneurial diagrams of green strategies by expanding our understanding of green marketing entrepreneurship drivers and outcomes. This study also has valuable practical contributions to organizations, managers, and policymakers.