Mediating Role of Entrepreneurial Marketing Between Green Marketing and Green Management in Predicting Sustainable Performance in Malaysia's Organic Agriculture Sector

Abstract

The present study aimed to examine the role of entrepreneurial marketing as a mediating variable in the relationship between green marketing, green management, and dynamic capability with sustainable performance in the organic agriculture department of Malaysia. The researcher used the SEM-PLS technique to develop a model showing how green marketing, green management, and dynamic capability influence on entrepreneurial marketing which consequently leads to improvement of factors of sustainable performance for the agricultural firms in the sector of organic agriculture. The research model was more validated by using the model fit indices and all the results were satisfactory. Findings showed that there was a full mediation of entrepreneurial marketing in this model. The direct relationship between green management and sustainable performance in this sector, however, was found to be insignificant. The findings can be interpreted to comment that in the presence of effective marketing strategies and dynamic capability, firm performance in organic agriculture market of Malaysia is highly sustainable and the mediation of entrepreneurial marketing can lead to better impact of these factors as well as of green management on overall sustainable performance. the researcher has used these findings to present specific as well as general implications of the study. furthermore, limitations of the study are also highlighted so that future researchers can eradicate them in their studies