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

Abstract

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.

Keywords:

• green marketing practice
• leadership commitment
• environmental consciousness
• environmental performance
• Jordanian pharmaceutical sector

1. Introduction

Commercial operations have increasingly placed significance on incorporating sustainable practices, leading to a discernible emphasis on green marketing. In response to growing environmental concerns, organizations have adopted various strategies and activities aimed at reducing their ecological footprint and promoting environmental consciousness among customers (Shabbir et al., 2020). Green marketing refers to the strategic development and promotion of environmentally sustainable goods, services, and business practices. It is crucial for firms to embrace a principled and honest approach while engaging in green marketing, avoiding the deceptive practice of “greenwashing,” and ensuring that their claims are supported by scientific evidence and align with recognized ecological standards. By integrating green marketing practices into their overall business strategy, organizations have the potential to have a significant impact on promoting sustainability in the future. This approach not only enhances their brand reputation but also strengthens their competitive advantage (Alkasasbeh et al., 2023; Yasir et al., 2020).

The commitment of leadership is a crucial factor in promoting environmentally conscious marketing practices within organizations. The expression of a strong dedication to environmental sustainability by leaders establishes a precedent for the entire organization and fosters a culture of acceptance towards eco-friendly endeavors among employees. The demonstration of commitment towards sustainability can be evidenced by the allocation of resources, implementation of environmentally conscious policies, and integration of sustainable practices into the overall strategy of the organization (Haldorai et al., 2022; Suharti & Sugiarto, 2020). Empirical research has shown that a solid commitment to leadership is associated with favorable outcomes in the implementation of environmentally conscious marketing strategies (Ojo & Fauzi, 2020; Rehman Khan & Yu, 2021; Zhang et al., 2020). The green marketing practices of an organization are significantly influenced by the degree of environmental consciousness within the organization, in addition to the commitment of its leadership (Darvishmotevali & Altinay, 2022). The term “environmental consciousness” pertains to an entity’s cognizance and comprehension of environmental predicaments, as well as its inclination to undertake preemptive actions to tackle them. Farrukh et al. (2022) claim that organizations with heightened environmental awareness are inclined to adopt green business strategies, owing to their appreciation of the advantages of sustainable business practices.

The implementation of green marketing strategies can not only promote ecological sustainability but also enhance an organization’s environmental performance (Rehman et al., 2021). As stated by Haldorai et al. (2022), environmental performance pertains to the capacity of an organization to reduce its adverse effects on the environment and enhance its favorable contributions. According to Demessie and Shukla (2023), the implementation of green marketing strategies, such as the adoption of eco-friendly product design, waste minimization, and energy-efficient operations, can result in enhanced environmental performance. This, in turn, can bolster an organization’s reputation and competitiveness within the marketplace. Singh and Sarkar (2019) assert that by employing eco-friendly product design, entities can manufacture products that exhibit diminished ecological footprints across their entire lifespan. The implementation of waste reduction strategies, such as the optimization of production processes and the promotion of recycling, serves to mitigate an organization’s impact on landfills and the depletion of resources (Hegab et al., 2023). Through the incorporation of these measures, organizations can not only enhance their ecological performance but also bolster their standing among consumers, investors, and stakeholders, thereby attracting partners, employees, and investors who prioritize environmental consciousness. The comprehension of the correlation between green marketing practices and environmental performance is of utmost importance for organizations that aspire to implement efficacious sustainability strategies and prosper in a business landscape that is progressively environmentally aware (Kartajaya et al., 2021).

This scholarly investigation delves into the intricate interconnections that exist between green marketing practice, leadership commitment, environmental consciousness, and environmental performance within the Jordanian pharmaceutical sector—a sector that is distinguished by its notable environmental impacts. The distinctive socio-economic and environmental situations of Jordan offer fertile ground for delving into the intricate impacts of green marketing strategies and leadership dedications on environmental awareness and sustainable practices within organizations. The deliberate decision to center the study on the pharmaceutical industry is a strategic one, motivated by its significant environmental ramifications and the pressing global imperative to prioritize sustainability within this particular sector. At the point where changing consumer tastes and evolving regulatory frameworks meet, this inquiry aims to find regionally specific understandings and approaches that not only fill in knowledge gaps but also make sure that industry practices are in line with current sustainability requirements. By focusing intently on Jordan, this study seeks to shed light on significant discoveries that are crucial in customizing policies and strategies that align with the prevailing circumstances. As a result, this will enhance the competitive strength and long-term management of the pharmaceutical industry, not only within the region but also on a global scale.

2. Literature review and hypothesis development

2.1. Green marketing practice, environmental consciousness, and environmental performance

In light of the growing significance of sustainability and ecological issues in contemporary business settings, organizations are progressively embracing green marketing practices as a means of showcasing their dedication to environmental accountability (Majeed et al., 2022). Organizations employ green marketing, also known as environmental marketing or sustainable marketing, as a business strategy to promote their environmental initiatives to the public. This strategy aims to gain a competitive edge and attract consumers who prioritize ecological sustainability (Dangelico & Vocalelli, 2017). Green marketing encompasses a range of strategies and activities that corporations may implement to highlight their dedication to safeguarding the environment (Chung, 2020). The adoption of green marketing by companies can be attributed to a range of factors, including, but not limited to, increasing consumer demand for environmentally conscious products and services, stricter regulatory requirements, corporate initiatives towards social responsibility, and the pursuit of competitive edges (Al-Dmour et al., 2023). Organizations exhibit their dedication to addressing sustainability concerns and advancing a more environmentally aware industry by integrating environmental aspects into their marketing strategies. The implementation of these practices by organizations demonstrates their commitment to environmental management and fosters a heightened organizational knowledge of the environment (Hasan & Ali, 2015).

Several studies have examined the link between green marketing practices and an organization’s level of environmental consciousness. Menon’s and Menon (1997) research revealed that businesses that participate in green marketing practices exhibit a greater degree of consciousness about the environment. In addition, organizations that engage in green marketing are more inclined to possess knowledge about their ecological footprint and adopt preemptive measures to mitigate it. Furthermore, Szabo and Webster (2021) examine the impact of green marketing on both environmental and product perceptions. The study does not rely on an organization’s explicit prioritization of environmental concerns but rather delves into the effects of green marketing on consumers’ evaluations of environmental claims. The aforementioned proposition posits that the implementation of green marketing practices possesses the capability to mold the comprehension and cognizance of environmental concerns among consumers, thereby exerting an indirect impact on an organization’s environmental consciousness.

Rustam et al. (2020) investigate the link between environmental consciousness, the extent of a firm’s sustainability exposure, and the adoption of eco-friendly consumption patterns. The statement implies that an increased level of environmental consciousness can potentially stimulate the adoption of eco-friendly consumption patterns, albeit without a direct emphasis on green marketing strategies. The implementation of green marketing strategies has the potential to enhance consumers’ environmental consciousness, thereby influencing firms’ internal environmental awareness. Furthermore, Mukonza and Swarts (2020) points out the favorable influence of green marketing strategies on a company’s corporate image, implying that these measures can impact a firm’s perception and incorporation of environmental concerns into its business practices, despite not explicitly addressing the firm’s environmental consciousness.

Firm environmental consciousness relates to an organization’s cognizance and dedication towards environmental concerns in its decision-making and operational procedures (Sahoo et al., 2023). Empirical evidence has indicated a robust correlation between a company’s environmental awareness and its ecological achievements (Chen et al., 2022; Ojo & Fauzi, 2020). The results show that the integration of environmental considerations into the core business practices of firms has a positive impact on their environmental performance outcomes. The adoption of environmental management systems, setting environmental goals, investing in sustainable technologies, and fostering an organizational culture that values sustainability are all commonly associated with a heightened level of environmental consciousness (Fores, 2019; Jiang et al., 2020; Mio et al., 2022). The strong commitment to environmental awareness is a significant motivator for the adoption of sustainable measures, which in turn have a notable impact on environmental outcomes (Haldorai et al., 2022).

Zhang et al. (2019) conducted research that provides additional evidence for establishing the link between an organization’s consciousness of the environment and its performance in relation to the environment. The study found that businesses with exceptional environmental performance actively engage in environmental management, driven by a deep concern for the environment and employing a proactive approach. In addition, putting in place environmental management systems serves as an important intermediary step on the path from adopting a preventative environmental strategy to achieving higher levels of environmental performance. Moreover, Delmas and Burbano (2011) carried out research to investigate the relationship between the environmental consciousness of an organization and its environmental performance. According to the findings of the study, businesses that demonstrate a strong attention to environmental issues and that execute an assertive environmental approach are more likely to achieve excellent environmental performance results. The research highlighted the significance of leadership dedication, corporate culture, and staff engagement in promoting corporate environmental awareness and consequently propelling environmental effectiveness. Furthermore, Schaltegger et al. (2012) underscored the importance of businesses placing a high priority on environmental factors and incorporating them into their decision-making protocols in order to improve their environmental performance.

The literature review emphasizes the noteworthy influence of green marketing practices and organizations consciousness of environmental issues on the environmental performance of organizations. The implementation of green marketing strategies can encourage environmentally responsible actions among businesses, resulting in enhanced environmental performance results. A strong commitment to environmental awareness within an organization significantly influences the adoption of sustainable practices and the realization of tangible environmental outcomes from green marketing endeavors. Acknowledging the significance of implementing green marketing strategies and fostering a corporate culture that prioritizes environmental awareness is imperative for enterprises seeking to improve their ecological performance and make a positive impact on overarching sustainability objectives. There exists a dearth of evidence, both theoretical and empirical, that establishes a connection between green marketing practices and organizational environmental consciousness with regard to environmental performance among firms in the Arabian region. Drawing upon existing theoretical frameworks, the present study puts forth the following hypotheses:

H1:

Green marketing practice will influence firm’s environmental consciousness;

H2:

Firms environmental consciousness will influence firm’s environmental performance.

2.2. Mediating role of environmental consciousness

The symbiotic relationship between green marketing practices and firm environmental consciousness serves as a catalyst for enhancing firm environmental performance. The adoption of green marketing practices amplifies an organization’s environmental cognizance by fostering consciousness and promoting environmentally conscious behaviors within the organizational framework. Consequently, this phenomenon engenders enhanced environmental performance outcomes, as evidenced by the studies conducted by Lin et al. (2021) and Mukonza et al. (2021). An organization’s awareness of the surrounding environment facilitates the connection between green marketing efforts and the resulting environmental effectiveness. Numerous scholarly investigations underscore the pivotal significance of environmental consciousness in effectuating the transformation of marketing endeavors into tangible enhancements in environmental awareness. As exemplified by the scholarly work of Roscoe et al. (2019), it becomes evident that a thorough examination of the interconnected dynamics between green human resource management practices and the catalysts that foster a green organizational culture is of utmost significance. Such an investigation holds the potential to enhance the environmental performance of a firm, thereby contributing to the broader discourse on sustainability and corporate responsibility. The study’s findings underscore the paramount significance of organizations cultivating and executing a comprehensive strategy that duly considers the ramifications of their operations on the environment. This approach is instrumental in fostering an environment conducive to the adoption of environmentally responsible conduct.

There is a vital role that environmental consciousness plays as a mediator, and this is an essential component to take into consideration to have better environmental performance. According to Chan (2001) and Mainieri et al. (1997), the level of environmental consciousness among organizational stakeholders may have an effect on the efficacy of green marketing approaches adopted by an organization. Moreover, according to Menon and Menon (1997), having a high level of environmental consciousness can result in an increase in the demand for environmentally friendly products, stronger support for sustainable activities, and a higher possibility of positively responding to green marketing initiatives. According to Leonidou et al. (2017), the adoption of environmentally conscious business practices may have a beneficial impact on the overall performance of startup businesses. The research underscores the significance of intrinsic motivators, including environmental values, employee dedication, and resource accessibility, and extrinsic factors, such as regulations and customer demands, in influencing the results of eco-friendly business tactics in enterprises. The literature review highlights the interconnections between green marketing practice, firm environmental consciousness, and firm environmental performance. It emphasizes that green marketing practices positively influence firm environmental consciousness, leading to improved environmental performance outcomes. The findings underscore the importance of integrating sustainable marketing strategies into a firm’s operations and decision-making processes to foster environmental consciousness and enhance environmental performance. Utilizing established theoretical frameworks, the current investigation proposes the following hypotheses:

H3:

Firms’ environmental consciousness will mediate the relationship between Green marketing practice and firm environmental performance

2.3. The moderating role of leadership commitment

Upper management exhibits a high level of devotion towards environmental sustainability through their proactive endorsement and advocacy of environmental undertakings. The process entails establishing unambiguous environmental objectives, distributing resources, and cultivating a culture that values and prioritizes environmental efficacy (Karatepe et al., 2022; Patiar & Wang, 2016). Numerous scholarly investigations have emphasized the favorable influence of leadership commitment on organizational environmental consequences, encompassing environmental performance (Suliman et al., 2023; Wei et al., 2023; Yuan & Li, 2023). Research has demonstrated that leaders who are committed and resolute have the ability to influence the conduct and decision-making of their subordinates, thereby harmonizing their actions with the environmental objectives of the organization (Afsar et al., 2020).

In the context of the moderating role of leadership commitment, previous research has highlighted the significance of top management support and involvement in driving environmental initiatives within organizations (Judge & Douglas, 1998; Sharma, 2000). Leadership commitment plays a crucial role in setting the strategic direction, establishing goals, allocating resources, and fostering a culture of environmental responsibility (Alzghoul et al., 2023). Several studies have demonstrated that when leaders demonstrate a strong commitment to green marketing practices, it positively influences employees’ attitudes and behaviors towards environmental performance (Gadenne et al., 2009; Hartmann et al., 2005). According to Singh et al. (2020), there exists a positive relationship between green transformational leadership and green practice within the organization, resulting in enhanced environmental performance. Organizations led by individuals who prioritize environmental values and motivate their staff to adopt eco-friendly behaviors are more likely to promote green practices and consequently attain superior environmental performance results.

Organizations that demonstrate green leadership behaviors, such as motivating and enabling employees to participate in environmentally friendly behaviors, are more inclined to encourage environmental awareness and attain better environmental performance outcomes (Awan et al., 2023; Darvishmotevali & Altinay, 2022; Dubey et al., 2015). Prior research has demonstrated that leaders who are dedicated have the ability to affect the conduct and decision-making of employees, thereby harmonizing their actions with the environmental objectives of the organization (Li et al., 2019; Robertson & Barling, 2013; Zhao & Zhou, 2019). Leadership commitment plays a crucial role in amplifying the positive influence of environmental consciousness on environmental performance through the provision of essential resources, the establishment of strategic direction, and the cultivation of organizational culture. Further investigation should explore how leadership commitment moderates the association between a company’s environmental consciousness and its environmental performance. Relying on established theoretical frameworks, the current study suggests the next hypotheses:

H4.

Leadership commitment moderate the effect of firm’s environmental consciousness on firm environmental performance.

Drawing upon the proposed hypotheses, a comprehensive research model has been formulated to examine the interrelationships between green marketing practice, leadership commitment, environmental consciousness, and environmental performance within the Jordanian pharmaceutical industry. The objective of the model is to examine the interrelatedness of the indicated variables and their influence on environmental impacts in the pharmaceutical sector of Jordan.

3. Methodology

3.1. Sample and data collection procedure

This study is restricted to a defined geographic area within the country of Jordan. The current research endeavors to comprehend the impact of green marketing practices on environmental consciousness and performance in the pharmaceutical sector of Jordan. Additionally, it aims to investigate the moderating influence of leadership commitment. However, it is important to acknowledge that the study encountered certain constraints that inevitably influenced its scope. These constraints encompassed corporate policies, financial constraints, instances of non-cooperation, and the lack of extensive social networks, ultimately culminating in the participation of mere 11 pharmaceutical companies. The aggregate population size within the selected firms was 3826 individuals. The researchers proceeded to distribute 400 electronic invitations to the aforementioned individuals through email. The objective of these invitations was to provide them with the chance to participate in a survey conducted by the distinguished Human Resources Department (HRD) of their particular organizations. Appropriately notifying the HRD of the use of random sampling techniques guaranteed an equitable and impartial procedure for candidate selection. The research developed a methodology that utilized random sampling procedures to assure the participation of a varied range of individuals from pharmaceutical companies. Managers, supervisors, and other relevant professionals holding diverse positions of authority were formally invited to participate in the study. The total number of participants in the study was 294, with a minor exclusion of seven individuals owing to incomplete data. Consequently, the quantity of questionnaires employed in the analysis reached 287, surpassing the usual rate for utilizing online surveys as established by Hamilton (2009) and Nulty (2008). The study employed an online survey, specifically utilizing Google Forms, as a means to collect primary data spanning from April 2023 to June 2023. Participants were assured anonymity and confidentiality, as there is no universally accepted criterion to objectively determine the accuracy of their answers. In accordance with the recommendations of Podsakoff et al. (2012) study, we employed the previously mentioned approach to reduce the probability of participants conforming to societal norms and expectations when offering responses.

3.2. Research instruments

We selected the survey items from validated scales used in previous research conducted within a Western context. We selected this particular approach to uphold a high standard of intellectual rigor and dependability. By doing so, it enables a comprehensive comprehension of the specific circumstances within the context of the region while simultaneously considering the broader theoretical frameworks that have already been established. To ensure linguistic accuracy, two experts in language translation utilized the back-translation technique to translate the survey questions. A pilot study was undertaken, wherein a limited cohort of 20 individuals participated, with the aim of refining the survey instruments and ascertaining their pertinence and lucidity. We employed feedback to make minor modifications, thereby enhancing the survey’s coherence with the research objectives and the sensitivities of the local context.

3.2.1. Green marketing practices

This study aimed to assess the degree to which organizations have implemented green marketing practices. The study employed a 12-item scale developed by Vilkaite-Vaitone et al. (2022) to assess diverse aspects of green marketing, including strategic level, tactical level, and operational level. The respondents utilized a 5-point Likert scale to evaluate each item, reflecting the degree of execution of each practice.

The research examined leaders’ level of commitment in promoting and upholding environmental sustainability. Leaders within the organization were evaluated for their level of commitment using a 10-item scale developed by Wang et al. (2023). The study’s participants utilized a 5-point Likert scale to evaluate the degree to which leaders demonstrated environmentally responsible behaviors and demonstrated commitment to green initiatives.

3.2.2. Environmental Consciousness

The research investigated the level of environmental consciousness among individuals. The researchers employed an 8-item scale developed by Ryan and Spash (2008) to assess the degree of environmental consequences and concern awareness. The respondents evaluated every element using a 5-point Likert scale to express the degree of their environmental awareness and comprehension of environmental concerns.

3.2.3. Environmental performance

The research assessed the environmental performance of entities. The study employed a 6-item scale developed by Paillé et al. (2014) to evaluate the influence of organizational practices on environmental performance. The respondents evaluated each element using a 5-point Likert scale to indicate the extent to which the organization has attained environmental performance.

4. Analysis and results

4.1. Sample demographics

The analysis of the study participants’ demographics includes their gender, age, educational level, experience, and job positions (See Table 1). A total of 287 valid responses were collected from the sample; the demographics showed the majority of them were male (59.5%), but the females represented about 40.5%. The aging group of the sample showed around 30.3% aged between 46 and 55 years old (87), followed by those aged between 36 and 45 years old (82) with a percentage of 28.5. The results of educational level found that the majority of the participants hold a bachelor degree (69.3%) (199), followed by those holding a diploma or less (67) with a percentage of 23.3%. On the other hand, the results of experience showed that the most of the participants experienced between 6 and 10 years (99 responses) (34.4%), and the job titles normally showed that the most of them were employees (229) (79.8%), which proves satisfactory levels among the employees.

Table 1. Sample Demographics

Demographic	Frequency	Percentage
Gender
Male Female	171 116	59.5 40.5
Age
25–35 years 36–45 years 46–55 years Above 55	51 82 87 67	17.7 28.5 30.3 23.3
Educational level
Diploma and less Bachelor degree Graduates	67 199 21	23.3 69.3 0.7
Experience 1–5 years 6–10 years 11–15 years Above 15 years	45 99 91 52	15.6 34.4 31.7 18.1
Job title
Managers Supervisors Employees Others	11 15 229 32	0.4 0.5 79.8 11.1

4.2. Measurement model

The study has taken into account the procedures of measurement model assessment by using SPSS-AMOS-V.21 for measures’ validity and reliability purposes. Generally, the important type of validity, including convergent validity, was assessed by common criteria like AVE Average Variance Extracted, and the assumptions of this analysis should exceed the lower limit of 0.50 since the values of AVE are greater than 0.50, and the item loadings and their strong values should also be ranged above 0.70. Another important type of validity called discriminant validity has also been evaluated by using the single criterion, as this validity separates the study variables with a calculation of the AVE’s square root, which should be greater than with other variables (Babin & Svensson, 2012). The reliability of the measures in this analysis has been assessed by assessing two common criteria called composite reliability CR that examine the internal consistency of the data, and the values of CR must be above 0.70. The other criteria of reliability was Cronbach’s alpha, and the values of this criteria have to exceed the limit of 0.70 (Afthanorhan et al., 2020).

In the present research work, the different constructs have used different measures for the assessment procedure; the study checked the common method bias CMB issue, which indicates similar measures for different constructs. Therefore, the study conducted a test of Harman’s single factor of the presence of CMB and analyzed the amount accounted for by a single factor. The results found only 37% of variance accounted for and did not exceed the limit of more than 50% of variance accounted for by a single factor.

4.3. Hypothesis testing

The study considered the approach of structural equation modeling (SEM) to perform the hypothesis testing section; in addition, it is mandatory in the procedure of testing whether the hypotheses are significant or not. AMOS suggested a covariance method as a good approach to running and diagnosing SEM on AMOS. The study further has taken into consideration all proposed study hypotheses and examined both direct, indirect, and total effects, as well as the relative significance and t-statistic of all hypotheses. In this section of the research, the analysis was conducted on the data that was collected from 284 employees working in pharmaceutical firms in Jordan. Table 2 presents the results of the descriptive statistics, including the normal distribution of data, the mean, and the standard deviation. For normality, the study assessed the measure of skewness that achieved values between − 1 and + 1. The results showed all variables, indicating that the data was normally distributed.

Table 2. Descriptive statistics

Construct	Mean	Std. Deviation	Skewness
	Statistic	Statistic	Statistic	Std. Error
SL	4.1083	0.57551	−0.490	0.145
TL	3.9665	0.57497	−0.406	0.145
OL	3.9419	0.66869	−1.056	0.145
GM	4.0056	0.47472	−0.408	0.145
LC	3.6764	0.58766	−0.330	0.145
CON	3.9674	0.76504	−1.106	0.145
AWA	3.9982	0.67678	−1.079	0.145
ECONS	3.9828	0.67595	−1.155	0.145
EP	3.8885	0.78104	−1.148	.145

SL, strategic level; TL, tactical level; OL, operational level; GM, green marketing; LC, leadership commitment; CON, environmental concern; AWA, environmental awareness; ECONS, environmental consciousness; EP, environmental performance.

Checking the sample size adequacy was considered in this analysis. The given results in Table 2 presented the tests of Bartlett and KMO at a significance value of less than 0.05, which indicates the research sample is adequate based on the results of Bartlett’s test as well as KMO. KMO generally depends on the partial correlation, rather than the sample size. KMO statistics vary between 0 and 1. Kaiser 1974, as referenced in Field (2013), recommends accepting KMO values greater than 0.5, so values of KMO less than 0.5 should require more data collection or include other variables. In other words, a KMO statistic with a value within the range of 0.5 to 1 signifies the suitability of employing factor analysis. If the KMO value falls below the threshold of 0.5, it is considered unsatisfactory and does not meet the requisite criteria for conducting factor analysis. Consequently, it is imperative that the KMO value surpass the threshold of 0.5 in order to proceed with the aforementioned analytical procedure (Khandelwal & Yadav, 2014; Zhang, 2006). Confirmatory factor analysis CFA has also been conducted on the data, and the results presented in Table 3 show the results of components of constructs with item loading of all variables. Moreover, all item factor loading got more than 0.7, which means no item has been skipped and they explain enough the model.

Table 3. Bartlett & KMO test

KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		0.633
Bartlett’s Test of Sphericity	Approx. Chi-Square	530.222
	df	6
	Sig.	0.000

The results of CFA are illustrated with the important convergent as well as discriminant validity as the most important analysis. The variables’ composite reliability got more than 0.7 with good values of average variance explained above 0.5, which indicate that the data was convergent validation (Table 4). The results also showed that the data has discriminant validity by checking the square root of AVE (Table 5). Another important analysis related to CFA was considering the model fitness using some fitness indices such as GFI, CFI, and RMSEA (Table 6). The calculated values of the study model are presented with the limit and threshold values. Therefore, it was proven that the study model was compatible with the different fitness indices (Figure 1).

Figure 1. Proposed research model.

Table 4. Measurement model

Item	Factor loadings	AVE	CR	Cronbach	Item	Factor loadings	AVE	CR	Cronbach
SL1	0.77	0.56	0.76	0.82	LC1	0.70	0.60	0.79	0.77
SL2	0.76				LC2	0.76
SL3	0.80				LC3	0.71
SL4	0.89				LC4	0.69
TL1	0.74	0.52	0.70	0.69	LC5	0.66
TL2	0.75				LC6	0.63
TL3	0.82				LC7	0.77
TL4	0.85				LC8	0.73
OL1	0.79	0.56	0.72	0.66	LC9	0.80
OL2	0.70				LC10	0.72
OL3	0.67				AWA1	0.65	0.63	0.82	0.66
OL4	0.65				AWA2	0.67
CON1	0.75	0.59	0.78	0.78	AWA3	0.70
CON2	0.79				AWA4	0.72
CON3	0.78				EP3	0.70	0.64	0.83	0.87
CON4	0.70				EP4	0.72
EP1	0.78				EP5	0.73
EP2	0.70				EP6	0.70

SL, strategic level; TL, tactical level; OL, operational level; GM, green marketing; LC, leadership commitment; CON, environmental concern; AWA, environmental awareness; ECONS, environmental consciousness; EP, environmental performance.

Table 5. Discriminant validity

	GM	LC	CONS	EP
GM	0.781
LC	0.694	0.768
CONS	0.420	0.613	0.774
EP	0.551	0.735	0.572	0.801

Table 6. Fitness indices

Index	Accepted limit	Result
GFI	≥0.90	0.93
CFI	≥0.90	0.91
RMSEA	≤0.08	0.067
CMIN/DF	≤3.00	2.882

The SEM approach was conducted for hypothesis testing. Table 6 illustrates the results of the path analysis. Environmental consciousness has a significant effect on environmental performance. The green marketing practice was also significantly affecting environmental performance, with a variation of 33% and 49%, respectively. Environmental consciousness proved to be a significant mediator in the relationship between green marketing practices and environmental performance. Thus, it can be indicated that green marketing practices increase environmental performance (Figure 2).

Figure 2. CFA model.

It is noted in table 7 that green marketing practices have a positive and significant effect on environmental consciousness (H1: β = 0.16; t = 2.110; p = 0.000), and environmental consciousness has a positive and significant effect on environmental performance (H2: β = 0.217; t = 3.122; p = 0.000). The researchers accepted the direct research hypotheses H1 and H2.

Table 7. Structural equation Modeling

	GM	ECONS
Total effect ECONS EP	0.161* 0.409*	0. 000 0.366*
Direct effect ECONS EP	0.161* 0.192*	0.000 0.274*
Indirect effect ECONS EP	0.000 0.217*	0.000 0.092*

GM, green marketing; ECONS, environmental consciousness; EP, environmental performance.

Note: *P< 0.01.

4.4. Mediation-moderation analysis

Furthermore, path analysis was conducted through AMOS software to examine the mediating effect of environmental consciousness under the effect of green marketing practices on environmental performance and, in addition, the moderating effect of leadership commitment under the effect of environmental consciousness on environmental performance. To assess the mediation effect of environmental consciousness among the relationships between green marketing practices and environmental performance, the findings revealed (Table 6) that in the presence of environmental consciousness, this relation was still significant (p < 0.05) and the direct effect was decreased, thus the reduction in the direct effect indicated partial mediation of environmental consciousness.

The moderating effect (interaction) of environmental consciousness and leadership commitment constructs on environmental performance (See Table 8) was found to be significant and positive (β = 0.11, p < 0.05). In cases where the environmental consciousness is low and high, to determine the direction of the effect of the environmental consciousness of pharmaceutical sector firms and the interaction of the leadership commitment, the views of this sector leadership commitment as low and high regarding the environmental consciousness are given in Figure 3 and 4. The results observed indicate that employees who perceive that the company has a high level of leadership commitment improve their environmental performance more than those with a low perception when there is a high environmental consciousness, and in this case, hypothesis H4 is accepted. According to this result, it can be stated that when pharmaceutical managers adopt a leadership commitment by considering environmental consciousness, firms may increase their environmental performance.

Figure 3. Structural model.

Table 8. Results of moderating Effect

Constructs	Standardized effect β	Standard error	p-value
Environmental consciousness	0.23	0.055	0.000
Leadership commitment	0.13	0.042	0.000
Environmental consciousness* Leadership commitment	0.11	0.048	0.000

Figure 4. Moderating effect of leadership Commitment.

5. Discussion

The objective of this research was to examine the potential correlation between environmentally conscious business practices, environmental consciousness, leadership commitment, and environmental performance within the pharmaceutical sector of Jordan. The objective of our study is to provide a scholarly contribution to the field of environmental management approaches, with the ultimate goal of promoting a more sustainable future. Additionally, we seek to provide context-specific perspectives for the pharmaceutical sector and generate significant new insights into the complex interrelationships among all of these variables. The first hypothesis examined the potential correlation between green marketing practices and a firm’s environmental consciousness. Our study’s results supported the previously mentioned hypothesis, aligning with Mukonza and Swarts (2020) research in the retail sector. Based on the research findings, it can be observed that pharmaceutical enterprises in Jordan that actively employed environmentally friendly marketing practices had a greater degree of environmental awareness compared to their counterparts who did not engage in such practices. According to the findings of this study, it is evident that effective green marketing practices have the potential to enhance an organization’s understanding of environmental concerns, fostering a greater inclination towards environmentally responsible behaviors and decisions.

The second hypothesis investigated whether there’s a correlation between an organization’s degree of environmental consciousness and its environmental performance. Our study’s outcomes provided further support for this notion and aligned with the findings of previous research conducted by Schaltegger et al. (2012), Delmas and Burbano (2011), and Zhang et al. (2019). The hypothesis argues that enterprises and organizations that exhibit a heightened degree of environmental awareness are more inclined to attain enhanced environmental outcomes. This study emphasizes the significance of fostering robust environmental awareness among an organization’s workforce to facilitate enhanced environmental results. The third hypothesis of our study aimed to examine the potential mediating effect of an organization’s environmental consciousness on the relationship between green marketing practices and their actual environmental impact. The hypothesis was substantiated by the findings, which align with the research conducted by Shah et al. (2023) and Sawasdee et al. (2020). Based on the results obtained from the study, it is evident that the environmental consciousness exhibited by a firm assumes a significant mediating function, facilitating the connection between marketing strategies that prioritize environmental concerns and tangible outcomes in terms of environmental performance. This finding suggests that organizations have the potential to enhance their environmental performance not only through direct initiatives aimed at promoting environmentally friendly marketing practices but also by fostering an internal corporate culture that prioritizes environmental awareness and responsibility.

The fourth hypothesis examined the moderating impact of leadership commitment on the relationship between an organization’s environmental consciousness and its environmental performance. Darvishmotevali and Altinay (2022) and Farrukh et al. (2022) support our study’s findings, providing evidence for this hypothesis. Based on the results of the research, it has been observed that an organization’s environmental awareness can positively influence its environmental performance. Nevertheless, the organization’s leadership, which displays a strong dedication to environmental matters, can further strengthen this influence. This underscores the pivotal significance of leadership in spearheading environmentally sustainable activities within a business and guaranteeing their long-term sustenance.

The findings of our research possess several noteworthy implications, which extend beyond the boundaries of academia and encompass practitioners engaged in environmental management and green marketing. This study adds to the existing scholarly discourse on sustainability and business responsibility for the environment by examining the interconnections between green marketing approaches, leadership commitment, environmental consciousness, and environmental outcomes. The research findings presented in this study offer valuable insights for organizations, specifically those operating in the pharmaceutical industry within the context of Jordan. Organizations can utilize these insights to enhance the environmental sustainability of their operations and effectively implement marketing strategies that align with environmentally friendly practices. Based on the results of the research, it is imperative to develop strategies that not only focus on the promotion of environmentally sustainable marketing practices but also on fostering environmental awareness among employees and other stakeholders. Furthermore, it underscores the crucial role that leadership commitment plays in the generation of robust environmental performance outcomes.

Based on the findings of our research, we envision a pharmaceutical sector in Jordan that demonstrates a heightened awareness of global sustainability imperatives. This transformation will be facilitated by dedicated leadership that is deeply committed to cultivating an environment conducive to the proliferation of green marketing practices while simultaneously fostering a culture that prioritizes environmental consciousness. In general, this research serves as a guiding light that elucidates avenues for attaining a harmonious integration of organizational strategies and environmental guardianship, thereby propelling the pharmaceutical industry towards a future characterized by sustainable eminence and a synchronized congruence with wider societal and environmental desired outcomes.

6. Conclusion

This study embarked on a comprehensive investigation with the objective of understanding the intricate interconnection between green marketing practice, leadership commitment, environmental consciousness, and environmental performance within the pharmaceutical sector of Jordan. The study aimed to explore how organizational leadership and green marketing efforts can foster a culture of environmental awareness and commitment to sustainable practices within the unique socio-economic and environmental landscape of Jordan. The study has yielded significant novel perspectives on the intricate interplay of factors that impact environmental sustainability initiatives and eco-conscious marketing approaches in the pharmaceutical sector of Jordan. Based on the research results, there exists a correlation between environmental consciousness, the implementation of environmentally friendly marketing approaches, and the commitment of organizational leaders. This interconnectedness has the capacity to influence the environmental performance of an organization in particular. Organizations that possess a deeper understanding of these interrelationships are more adept at formulating strategies for sustainability, fostering a greener future, and exerting a beneficial influence on both the organization’s operations and the surrounding environment.

This scholarly investigation, deeply entrenched in the examination of the pharmaceutical industry in Jordan, presents a collection of invaluable discernments, albeit not devoid of certain limitations. One of the primary limitations lies in its geographical focal point in Jordan, thereby potentially impeding the applicability of the results to various regional settings and industries. Furthermore, it is important to note that the fact that our study only looked at 11 pharmaceutical companies and used survey methods without any longitudinal data may have an effect on how strong and complete the conclusions we draw from our research. This includes potential concerns pertaining to endogeneity. Progressing forward, it appears that there are vast and auspicious prospects for future research endeavors. It is essential to expand the scope of geographical domains beyond the confines of Jordan in order to augment the practicality and depth of knowledge. This presents a significant prospect for broadening the range of data collection approaches, potentially by incorporating a combination of different research methods or conducting studies over an extended period of time. Such measures would strengthen the thoroughness and causal validity of the discoveries made. By integrating supplementary variables such as organizational culture or external regulatory frameworks, one can enhance the elucidation of the complex mechanisms by which green marketing practices and leadership commitment influence environmental consciousness and performance. In addition, a focused study into how these discoveries can be used in real life could be very helpful. This would allow the creation of useful methods that can improve sustainability in the pharmaceutical industry as a whole.

Disclosure statement

No potential conflict of interest was reported by the author(s).