<![CDATA[The urgent climate change marked by rising global temperatures and greenhouse gas accumulation has become a pressing concern for humanity, driving increased public awareness and action regarding environmental management. This study examines the impact of sustainable marketing on market share in the Southeast Asian banking industry, with Corporate Social Responsibility (CSR) as a moderating variable. The research focuses on three dimensions of sustainable marketing: environmental, social, and economic dimensions, measured through environmental innovation score, product responsibility score, and product access low price score respectively. Using panel data from 26 banks listed in Refinitiv database during 2019-2023, this study employs Fixed Effects Model regression analysis to test seven hypotheses. The findings reveal that environmental and social dimensions of sustainable marketing, as well as CSR, have positive and significant effects on market share. However, the economic dimension of sustainable marketing shows no significant impact on market share. Regarding moderation effects, CSR does not significantly moderate the relationship between any dimensions of sustainable marketing and market share. The study contributes to sustainable marketing literature by providing empirical evidence from the banking sector in Southeast Asia, a region experiencing rapid growth as a green economy market. The results suggest that banks should prioritize environmental innovation and product responsibility initiatives while maintaining strong CSR strategies to enhance their market position, even though CSR's moderating role was not statistically confirmed at the 5% significance level.]]>
