IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i5p1769-d1595174.html
   My bibliography  Save this article

Nexus Amid Green Marketing, Green Business Strategy, and Competitive Business Among the Fashion Industry: Does Environmental Turbulence Matter?

Author

Listed:
  • Asim Vehbi

    (Faculty of Communication, Arkin University of Creative Arts and Design, 99300 Kyrenia, Northern Cyprus, Turkey)

  • Panteha Farmanesh

    (Faculty of Communication, Arkin University of Creative Arts and Design, 99300 Kyrenia, Northern Cyprus, Turkey)

  • Niloofar Solati Dehkordi

    (School of Quantitative and Qualitative Research, Tehran 193712345, Iran)

Abstract

Organizations within the fashion industry have been encouraged to adopt more sustainable marketing strategies to address growing sustainability concerns. Nevertheless, the unpredictability of environmental volatility makes it difficult to adopt green practices. Since the fashion industry is the most environmentally damaging sector, applying sustainable practices may develop competitiveness in the dynamic nature of the environment. The study utilizes resource-based view (RBV) theory to investigate how competitiveness might be enhanced in this setting through sustainable strategies. Using a purposive and convenience sampling method, 400 questionnaires were distributed to managers of Iranian textile companies and company personnel knowledgeable about green initiatives and AI. After screening the data, 230 questionnaires were considered appropriate for analysis. A quantitative analysis was carried out to analyze the data. Using PLS-SEM for analysis, the findings indicate that green marketing (GM) significantly impacts green marketing strategies (GMS), with competitive strategy (CS) serving as a mediator. Furthermore, green marketing significantly impacts the competitive strategy, and competitive business strategies affect the company’s green initiatives. Additionally, environmental turbulence (ET) is found to negatively moderate the relationship between green marketing and competitive strategies, indicating that ET (market turbulence, technological turbulence, as well as competition intensity) can diminish the effectiveness of sustainability initiatives. Managers and marketers in the fashion industry interested in enhancing their competitive edge through environmentally friendly marketing and sustainable tactics will find this study informative and insightful.

Suggested Citation

  • Asim Vehbi & Panteha Farmanesh & Niloofar Solati Dehkordi, 2025. "Nexus Amid Green Marketing, Green Business Strategy, and Competitive Business Among the Fashion Industry: Does Environmental Turbulence Matter?," Sustainability, MDPI, vol. 17(5), pages 1-18, February.
  • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:1769-:d:1595174
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/5/1769/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/17/5/1769/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.
    2. Larbi-Siaw, Otu & Xuhua, Hu & Owusu, Ebenezer & Owusu-Agyeman, Abigail & Fulgence, Brou Ettien & Frimpong, Samuel Akwasi, 2022. "Eco-innovation, sustainable business performance and market turbulence moderation in emerging economies," Technology in Society, Elsevier, vol. 68(C).
    3. H. Igor Ansoff, 1987. "The emerging paradigm of strategic behavior," Strategic Management Journal, Wiley Blackwell, vol. 8(6), pages 501-515, November.
    4. Chipo Mukonza & Ilze Swarts, 2020. "The influence of green marketing strategies on business performance and corporate image in the retail sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 838-845, March.
    5. Thorey S Thorisdottir & Lara Johannsdottir, 2020. "Corporate Social Responsibility Influencing Sustainability within the Fashion Industry. A Systematic Review," Sustainability, MDPI, vol. 12(21), pages 1-64, November.
    6. Guo, Shu & Choi, Tsan-Ming & Shen, Bin, 2020. "Green product development under competition: A study of the fashion apparel industry," European Journal of Operational Research, Elsevier, vol. 280(2), pages 523-538.
    7. Célia Santos & Arnaldo Coelho & Alzira Marques, 2024. "A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda," Management Review Quarterly, Springer, vol. 74(3), pages 1397-1421, September.
    8. Aayushi Badhwar & Saniyat Islam & Caroline Swee Lin Tan & Tarun Panwar & Stephen Wigley & Rajkishore Nayak, 2024. "Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry," Sustainability, MDPI, vol. 16(7), pages 1-17, March.
    9. Tugkan Arici & M. Sahin Gok, 2023. "Examining Environmental Turbulence Intensity: A Strategic Agility and Innovativeness Approach on Firm Performance in Environmental Turbulence Situations," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    10. Ghaffari, Mahsa & Jafari, Aliakbar & Sandikci, Ozlem, 2019. "The role of mundane and subtle institutional work in market dynamics: A case of fashion clothing market," Journal of Business Research, Elsevier, vol. 105(C), pages 434-442.
    11. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    12. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    13. Panteha Farmanesh & Alla Mostepaniuk & Parisa Gharibi Khoshkar & Riham Alhamdan, 2023. "Fostering Employees’ Job Performance through Sustainable Human Resources Management and Trust in Leaders—A Mediation Analysis," Sustainability, MDPI, vol. 15(19), pages 1-16, September.
    14. Qaisar Ali & Asma Salman & Shazia Parveen & Zaki Zaini, 2020. "Green Behavior and Financial Performance: Impact on the Malaysian Fashion Industry," SAGE Open, , vol. 10(3), pages 21582440209, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Srivastava, Shefali & Dwivedi, Ashish & Mangla, Sachin Kumar & Dey, Bidit L. & Koufopoulos, Dimitrios N., 2024. "Mindfully fashioned: Sustaining style through product value retention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Chao‐Hung Wang & Wei‐Jr Juo, 2024. "Sustainable environmental performance: The mediating role of green reputation in the choice of green marketing or green demarketing," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1756-1768, May.
    3. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    4. Nuanphromsakul, Kajohnjak & Szczepańska-Woszczyna, Katarzyna & Kot, Sebastian & Chaveesuk, Singha & Chaiyasoonthorn, Wornchanok, 2022. "Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 14(4), December.
    5. Yuanyuan Lou & Ahreum Hong & Yannan Li, 2024. "Assessing the Role of HRM and HRD in Enhancing Sustainable Job Performance and Innovative Work Behaviors through Digital Transformation in ICT Companies," Sustainability, MDPI, vol. 16(12), pages 1-18, June.
    6. Abbate, Stefano & Centobelli, Piera & Cerchione, Roberto, 2023. "From Fast to Slow: An Exploratory Analysis of Circular Business Models in the Italian Apparel Industry," International Journal of Production Economics, Elsevier, vol. 260(C).
    7. Cevahir Uzkurt & Halil Semih Kimzan & Cengiz Yılmaz, 2016. "A Case Study of the Mediating Role of Innovation on the Relationship Between Environmental Uncertainty, Market Orientation, and Firm Performance," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(06), pages 1-21, December.
    8. Meena Madhavan & Mohammed Ali Sharafuddin & Thanapong Chaichana, 2022. "Impact of Business Model Innovation on Sustainable Performance of Processed Marine Food Product SMEs in Thailand—A PLS-SEM Approach," Sustainability, MDPI, vol. 14(15), pages 1-33, August.
    9. Thac Dang‐Van & Tan Vo‐Thanh & Jianming Wang & Ninh Nguyen, 2023. "Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4568-4583, November.
    10. Liu, Changyu & Song, Yadong & Wang, Wei & Shi, Xunpeng, 2023. "The governance of manufacturers’ greenwashing behaviors: A tripartite evolutionary game analysis of electric vehicles," Applied Energy, Elsevier, vol. 333(C).
    11. Felice Diekel & Natalia Mikosch & Vanessa Bach & Matthias Finkbeiner, 2021. "Life Cycle Based Comparison of Textile Ecolabels," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    12. Qixiang Yuan & Lin Sun, 2025. "Promoting Green R&D to Allow Green Products to Outcompete Non-Green Products: Subsidize Consumers or Manufacturers?," Sustainability, MDPI, vol. 17(3), pages 1-19, January.
    13. Dean A. Shepherd & Jeffery S. Mcmullen & William Ocasio, 2017. "Is that an opportunity? An attention model of top managers' opportunity beliefs for strategic action," Strategic Management Journal, Wiley Blackwell, vol. 38(3), pages 626-644, March.
    14. Li, Jin & Hu, Zening & Shi, Victor & Wang, Qian, 2021. "Manufacturer's encroachment strategy with substitutable green products," International Journal of Production Economics, Elsevier, vol. 235(C).
    15. Xiaoli Zhang & Guoyi Xiu & Fakhar Shahzad & Yupeng Duan, 2021. "Optimal Financing Strategy in a Capital-Constrained Supply Chain with Retailer Green Marketing Efforts," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    16. Xi, Mengjie & Liu, Yang & Fang, Wei & Feng, Taiwen, 2024. "Intelligent manufacturing for strengthening operational resilience during the COVID-19 pandemic: A dynamic capability theory perspective," International Journal of Production Economics, Elsevier, vol. 267(C).
    17. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.
    18. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    19. Reza Eslamipoor & Abbas Sepehriyar, 2024. "Promoting green supply chain under carbon tax, carbon cap and carbon trading policies," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4901-4912, July.
    20. Aithal, Sreeramana, 2016. "The concept of Ideal Strategy and its realization using White Ocean Mixed Strategy," MPRA Paper 71770, University Library of Munich, Germany.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:1769-:d:1595174. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.