Exploring the Impact of Green Marketing on Business Performance through Corporate Social Responsibility: A Mediating Analysis in Tourism Companies

Abstract

      In the context of rising tourism and escalating environmental concerns, green marketing has emerged as a strategic imperative with direct implications for corporate performance enhancement. Therefore, this study investigates the influence of green marketing on the performance of tourism companies, with a particular focus on the mediating role of Corporate Social Responsibility (CSR). Utilizing a descriptive analytical approach, data were gathered from 213 employees across various tourism companies in southern and eastern Yemen through a structured questionnaire. The partial least squares (PLS) technique was employed to analyze the data. The findings indicate that green marketing significantly and positively impacts business performance. Moreover, the results reveal that CSR serves as a significant mediating factor in the relationship between green marketing and business performance, reinforcing the strategic value of integrated ethical and environmental practices within corporate frameworks.