GREEN STRATEGIES IN ACTION: ASSESSING ITS IMPACT ON ORGANIZATIONAL PERFORMANCE IN CONTEXT OF GREEN STRATEGIES

Abstract

The purpose of this study, titled "green strategies in action," is to investigate the intricate relationship between green marketing, green leadership, and sustainability as mediator & greenwashing as a moderator in relationships to organizational performance. Thus, quantitative surveys and qualitative interviews with corporate executives are used in conjunction with a mixed -methods approach in order to investigate the complex relationships that exist within environmental sustainability projects. Ultimately, the purpose of this study is to determine how green leadership and green marketing work together to have a synergistic effect on sustainability, which in turn has an effect on organizational performance. Moreover, research examines potential moderating influence of greenwashing, highlighting importance of real environmental commitment at the same time. The findings provide organizations with useful insights that can be used to navigate difficulties and possibilities allied with execution of effective green strategies. This helps organizations nurture holistic approach toward sustainable practices and organizational success.