The impact of internal green marketing on managers' organizational identification and financial performance of organizations of the agribusiness sector in Serbia

Abstract

The purpose of the paper was to examine the impact of internal green marketing on managers' organizational identification and the financial performance of the organizations. The empirical research was carried out by an online survey. The model proposed in this paper was tested on a sample of 53 managers of Serbian organizations in the agribusiness sector. For empirical testing of the proposed hypotheses, partial least squares structural equation modeling was used. The findings revealed that the direct effect of internal green marketing on managers' organizational identification as well as the direct effect of managers' organizational identification on financial performance is positive and statistically significant. Managers' organizational identification fully mediates the relationship between internal green marketing and financial performance. This paper can contribute to better understanding of green internal marketing and its effect on organizations, especially in the agribusiness sector. The results can be useful to managers in the agribusiness sector.

The Potential of Internal Dimensions of an Organization’s Green Orientation in Environmental Protection — Internal Green Marketing and Green Human Resource Management

“…Based on the above, they noted that "internal green marketing (IGM) is defined as the extent to which an organization involves endorsing environmental values and develops a wider corporate green culture across the organization" by promoting environmental awareness, developing employees about the organization's green strategies, green human resource management, embedding both environmental knowledge and green culture of the organization to encourage employees to develop their skills/abilities to implement environmental strategies. Except for the above, previous studies confirmed positive relationship between the internal green marketing dimensions and employees' organizational identification (Milanović et al, 2022d) as well as between the internal green marketing dimensions and managers' organizational identification (Milanović et al, 2022e). This is very significant, because organizational identification is related to organization's green performance as perceived by employees (Milanović et al, 2022f).…”