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.