Nexus among green marketing practice, leadership commitment, environmental consciousness, and environmental performance in Jordanian pharmaceutical sector

This research paper aims to investigate the correlation between green marketing practices, leadership commitment, environmental consciousness, and environmental performance within the pharmaceutical sector in Jordan. By employing a quantitative research methodology, this study provides valuable insights into the interaction of variables through the collection of empirical data from 11 pharmaceutical companies. Through an online survey, we obtained 287 responses by employing a random sampling technique. The utilization of SPSS and AMOS demonstrates a notable level of efficacy in the context of conducting analytical investigations. The findings of the study provide empirical evidence in favor of the proposed hypotheses, indicating that the implementation of green marketing significantly influences a company’s level of environmental consciousness, therefore affecting its environmental performance. Furthermore, the study provides valuable insights into the moderating impact of leadership commitment and the mediating role of environmental consciousness in this association. The research presents a novel perspective by directing its attention towards the Jordanian pharmaceutical sector, a domain that has hitherto received limited scholarly scrutiny. It elucidates the complex interconnections among the examined variables, imparting a nuanced comprehension imperative for successfully propelling sustainability endeavors. Through a comprehensive examination of the interplay between leadership and marketing practices, this research contributes to the understanding of how organizations can optimize their sustainability efforts by fostering environmental consciousness and improving performance. By delineating the specific roles that leadership and marketing play in this context, this study offers valuable insights that can inform strategic decision-making and enhance the effectiveness of sustainability practices within organizations.