Does green marketing improve corporate performance?

Abstract

This paper examines the relationship between green marketing, board characteristics, and corporate performance, with 13,864 Chinese listed companies as the research observation subject. It centers on the influence of green marketing on the performance of corporations, as well as the moderating influence of board characteristics. The findings reveal the following: first, green marketing serves to enhance corporate performance; second, the independent composition of the board of directors exerts a positive moderating influence; third, the combination of the roles of chairman and general manager exerts a negative moderating influence, impeding the positive effects of green marketing on corporate performance; and finally, the gender diversity of the board of directors plays a beneficial moderating role.

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