• Wed. Feb 11th, 2026

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Scholar Scientific & Academic Research Publishers

SUSTAINABLE MARKETING ORIENTATION AND FIRM PERFORMANCE IN EMERGING MARKETS: THE MEDIATING ROLE OF CORPORATE SOCIAL RESPONSIBILITY GREEN INNOVATION AND CONSUMER TRUST

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SUSTAINABLE MARKETING ORIENTATION AND FIRM PERFORMANCE IN EMERGING MARKETS: THE MEDIATING ROLE OF CORPORATE SOCIAL RESPONSIBILITY, GREEN INNOVATION, AND CONSUMER TRUST

ABSTRACT: Sustainable Marketing Orientation (SMO) has emerged as a strategic response to the growing call for firms to balance profitability with environmental and social responsibility. However, empirical understanding of how…