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The internal green marketing dimensions, employees' satisfaction, and employees' organizational identification

Authors :
Milanović Vesna
Bučalina-Matić Andrea
Jurčić Ana
Source :
Oditor, Vol 9, Iss 1, Pp 47-70 (2023)
Publication Year :
2023
Publisher :
Center for Economic and Financial Research, Belgrade, 2023.

Abstract

Examining the impact of green orientation and other similar practices in an organization on employees' organizational identification is becoming increasingly important. At the same time, internal green marketing is increasingly attracting the attention of researchers. However, there is a lack of studies in which the primary goal was to examine the relationship between internal green marketing, employee satisfaction in its context, and employees' organizational identification. Hence, the aim of this paper was to determine whether there is a relationship between all dimensions of internal green marketing and organizational identification of employees, as well as between employees' satisfaction and organizational identification. The online survey was conducted among employees of different organizations in the Republic of Serbia. The regression and correlation analysis was used to test the hypotheses. The obtained results showed a statistically significant positive relationship between each dimension of internal green marketing and employees' organizational identification as well as between employees' satisfaction and organizational identification. For future research, a longitudinal study is recommended, testing the relationships between these variables on a larger sample, and testing on a sample of managers.

Details

Language :
English, Serbian
ISSN :
2217401X and 26833476
Volume :
9
Issue :
1
Database :
Directory of Open Access Journals
Journal :
Oditor
Publication Type :
Academic Journal
Accession number :
edsdoj.feb1fd41f645f8ab878e67a4441e97
Document Type :
article