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

• Published in: Oditor Vol. 9; no. 1; pp. 47 - 70
• Main Authors: Milanović, Vesna, Bučalina-Matić, Andrea, Jurčić, Ana
• Format: Journal Article
• Language: English
• Published: Center for Economic and Financial Research, Belgrade 2023
• Subjects: employees' organizational identification; employees' satisfaction; internal green marketing
• ISSN: 2217-401X; 2683-3476
• DOI: 10.5937/Oditor2301047M

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.