The Effect of Green Marketing Strategies on Organizational Performance and the Mediating Role of Corporate Environmental Culture at Ethio Telecom
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Date
2026-10-30
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Addis Ababa University
Abstract
The Continuous global warming has resulted in an increase in environmental awareness and environmental protection that has led more companies to adopt green marketing strategies. Ethio Telecom share Company faced many challenges and in an increasingly turbulent business environment which forces it to adjust its strategic responses and come up with green marketing strategies to deal with the ever-dynamic environment. The main aim of this research was to determine the effect of green marketing strategies on performance and the mediating role of corporate environmental culture of telecommunication companies in Ethiopia, in the case of Ethio telecom share Company. The study is focused on four theories: stakeholder theory Institution theory, Resource based view and Natural resource-based view. Empirical literature was also used in this research. The conceptual framework comprises independent, dependent and mediating variables A Descriptive survey design was used in this study. A sample size of 291 departmental executives, managers, staff and experts in Ethio Telecom share Company were involved. The study used a proportional stratified sampling technique. Questionnaires were used to collect Primary data through a drop pick method. Secondary data was acquired through sales records, annual and quarterly performance publications, trade magazines and future strategies plans. Information was presented in tables, charts and percentages. The information was presented and discussed based on every objective. This study has showed that at Ethio Telecom, green marketing strategies are not just symbolic gestures but are value creating strategic assets that increase organizational performance both directly and indirectly through the mediation of a strong corporate environmental culture. The findings further reveal that corporate environmental culture partially mediates this relationship, accounting for 51.6% of the total effect of green marketing strategies on organizational performance. The study concluded that green marketing strategies are not merely just a public relations tool but core strategic capabilities that create sustainable competitive advantage for Ethio Telecom by continuously enhancing immediate operational and financial outcomes while engraving environmental values into the soul of the organization. The main recommendation is to strengthen reward and recognition systems for behaviors, as this dimension scored lowest in the corporate environmental culture assessment. Green Marketing should be incorporated to organizations strategies as it could benefit the organization and the environment it operates in at large.
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Green Marketing Strategies, Corporate Environmental Culture, Organizational Performance, Ethio Telecom