The impact of the adoption of green marketing on corporate performance of non-profitable organizations: empirical study

Purpose This study aims to examine the impact of green marketing adoption on non-profitable organizations’ performance in Jordan. Design/methodology/approach A structured questionnaire was developed to collect the needed data and test the developed hypotheses to investigate the impact of green marketing adoption on non-profitable organizations’ performance. The data was collected using a self-administered questionnaire distributed to 183 respondents in non-profitable organizations operating in Jordan. Findings The findings indicate that the extent of green marketing adoption by profitable organizations in Jordan is relatively moderate. They also confirm that the corporate performance of non-profitable organizations is positively associated with the extent of adoption of green marketing dimensions, particularly environmental and social responsibility aspects. Originality/value Reviewing the existing literature revealed that similar studies had not previously been undertaken in Jordan as a developing country.