Aligning Organizational Behavior with Green Marketing Initiatives for Sustainable Product Innovation

Hengki Mangiring Parulian Simarmata (Politeknik Bisnis Indonesia)

TechTalent & Business Review
Vol. 2 No. 3 (2026): TTBR - October

The contemporary integration of environmental imperatives into corporate strategy has elevated Sustainable Product Innovation (SPI) from a peripheral corporate social responsibility concern to a core determinant of competitive advantage. However, organizations frequently experience a profound strategy-execution gap, where high-level green marketing directives fail to translate into tangible product innovations due to internal behavioral misalignment. This study develops an integrative theoretical and empirical synthesis examining how Organizational Behavior (OB) specifically Green Transformational Leadership (GTL), Green Organizational Climate (GOC), Green Human Resource Management (GHRM) framed through the Ability-Motivation-Opportunity (AMO) model, Green Knowledge, and Organizational Citizenship Behavior towards the Environment (OCBE) must be strategically aligned with Green Marketing Initiatives (encompassing Strategic, Internal, and Tactical Green Marketing Orientations) to foster Sustainable Product Innovation. Synthesizing global empirical evidence from structural equation modeling (PLS-SEM and AMOS) across manufacturing enterprises and B2B sectors under PRISMA 2020 systematic review principles, this paper explicates the sequential mechanisms and boundary conditions governing green strategy execution. The results demonstrate that while Strategic Green Marketing Orientation (SGMO) and Green Transformational Leadership exert direct positive effects on product innovation, their impact is heavily mediated by Internal Green Marketing Orientation (IGMO) and employee OCBE. Furthermore, Green Organizational Climate and Green Knowledge serve as critical moderating enablers that amplify the behavioral conversion of green leadership into voluntary eco-innovative workplace behaviors. By bridging the Natural-Resource-Based View (NRBV) with Tripartite Green Marketing Orientation theory and Social Learning Theory, this article provides a multi-level conceptual model, illuminates governance paradoxes such as greenwashing and greenhushing, and offers a four-phase managerial roadmap for authentic organizational transformation.