Green supplier selection of green marketing strategies, analysis of the impact on green innovation and performance with the structural equation model

With the increasing concern for environmental issues today, customers and buyers are demanding from their suppliers to offer products and materials that take environmental issues into account. Therefore, it is necessary to work closely with suppliers early in the product development process to reduce materials and packaging that can have a negative impact on the environment.This is where the concept of green marketing comes into play. In order to respond to these demands of buyers, companies carry out innovative studies on green products and complement this with green supplier selection. As a result of this choice, companies will gain a competitive advantage against their competitors and at the same time, the overall performance of the company will be positively affected. Based on this, our study aims to investigate the effect of green marketing strategies on green supplier selection and green product innovation, and the effect of green product innovation on performance and competitive advantage. For this purpose, data were collected from 239 manufacturing companies operating in Kocaeli-Gebze and Istanbul. As a result of the analysis of the data, it was concluded that green marketing strategies significantly affect green supplier selection and green innovation; likewise, green supplier significantly affects green innovation, and green innovation significantly affects green competitive advantage and performance. In addition, it was found that green marketing strategy has an intermediary role in the selection of green suppliers in the effect of green innovation, the mediating role of competitive advantage in the effect of green innovation on performance, and the regulatory effect of environmental culture on the effect of green marketing strategy on green innovation.