The relationship between corporate social responsibility and stakeholders' environmental pressures with strategic green marketing, internal green marketing, and competitive performance

The aim of this study was to investigate the role of corporate social responsibility and environmental pressures of stakeholders in creating strategic green marketing and to explore its relationship with competitive performance through internal green marketing. This research is applied in terms of purpose and correlational descriptive-survey in terms of method. The statistical population of the study includes 489 companies active in the industrial towns of Tehran province. Using Krejcie and Morgan table, the sample size was estimated to be 215 companies. Informed by simple random sampling, they were provided to the managers of the selected companies. Data collection was done by standard questionnaires. Face and content validity were confirmed by academic experts and reliability (above 0.70) was checked by Cronbach's alpha test. Descriptive statistics and structural equation modeling were used to analyze the data using SPSS software version 25 and Smart-PLS version 3.2 .The results of structural equation model showed that there is a direct and significant relationship between corporate social responsibility and environmental pressures of stakeholders with a tendency toward strategic green marketing. There is a significant relationship between strategic green marketing orientation and internal green marketing orientation and competitive performance. There is also a significant relationship between internal green marketing orientation and competitive performance.