M.A. Thesis:

Investigating the effect of green orientation on performance of small and medium-sized enterprises given the mediating role of marketing capabilities

This study aims to investigate the impact of green marketing orientation on the performance of small and medium-sized enterprises with regard to the mediating role of marketing capabilities. Green marketing, as a strategic approach, attempts to guide marketing activities in a way that, while meeting customer needs, also helps to preserve the environment. The statistical population of this study includes small and medium-sized enterprises located in Toos Industrial Town, Mashhad. Data were collected using a standard questionnaire in three sections of green orientation (strategic and tactical, marketing capabilities, and organizational and environmental performance) and measured with a five-point Likert scale. In this study, data were analyzed using SPSS 28 and PLS software. Inferential and descriptive statistics were used to analyze the data. Descriptive statistics were used to examine and compare the mean and standard deviation of the variables, and inferential statistics were used to analyze the research hypotheses, which included k-s tests to examine the normality of the research variables and Pearson and Spearman's hypotheses. The results showed that green orientation has a direct and significant effect on the performance of companies and their marketing capabilities, and marketing capabilities also mediate the relationship between green orientation and organizational performance positively and significantly.

Keywords: Green marketing, green orientation, marketing capabilities, organizational performance, small and me