Asem Alnasser

This study aims to investigate how green marketing practices influence product success through the mediating effects of green corporate image and green innovation. This study utilizes survey data collected from employees in large and medium-sized manufacturing companies in Saudi Arabia, focusing on industries such as petrochemicals, construction materials, and food processing. The sample includes employees in managerial, operational, and technical roles, ensuring relevance to green practices and their impact on product success (totaling 297 individuals). Structural Equation Modeling (SEM) is used for analysis. The results indicated that green marketing practices have a significant positive influence on green corporate image (β = 0.908, p = 0.000) and green innovation (β = 0.858, p = 0.000). However, their impact on product success was not statistically significant (β = 0.224, p = 0.216). Green innovation significantly influenced product success (β = 0.389, p = 0.001), whereas the direct influence of green corporate image on product success (β = 0.357, p = 0.050) and the indirect effects of green marketing practices on product success via green corporate image (β = 0.324, p = 0.059) were not supported. Conversely, the indirect effects of green marketing practices on product success via green innovation were significant (β = 0.334, p = 0.001). Moreover, the study underscores the importance of holistic sustainability approaches, emphasizing the integration of green practices across marketing strategies, corporate branding, innovation endeavors, and product development initiatives.

Acknowledgment
The author extends the appreciation to the Deanship of Postgraduate Studies and Scientific Research at Majmaah University for funding this research work through the project number (R-2025-1667).