Green brand communication and the profitability of manufacturing firms: The moderating role of environmental commitment

Abstract

This study investigates the moderating role of environmental commitment in the relationship between green brand communication and the profitability of manufacturing firms. It seeks to explore how a firm�s dedication to environmental sustainability influences the effectiveness of green brand communication strategies in enhancing profitgenerating capabilities, with a particular focus on manufacturing entities in emerging markets. Using a self-administered questionnaire methodology, the survey successfully collected a total of 268 completed responses. These responses were carefully gathered to ensure comprehensive data for analysis. The collected data was thoroughly analyzed utilizing Smart PLS-SEM (version 4), a sophisticated statistical tool, to test the hypotheses and derive credible insights related to the research objectives, ensuring robust and reliable results. The inquiry identified the presence of a substantial affirmative correlation between the communication strategy and profitability. Additionally, a significant positive influence was observed relative to consumer engagement and profitability. Conversely, the relationship between digital communication and profitability did not reveal statistical significance. Furthermore, it was determined that environmental commitment exerts a notable moderating effect on the relationship between communication strategy and profitability. In addition, environmental commitment demonstrates a significant moderating influence on the interplay between consumer engagement and profitability. Nonetheless, environmental commitment did not exhibit a statistically significant moderating effect concerning the relationship between social media communication and profitability. This research contributes to the academic discourse by elucidating the importance of embedding environmental commitment to fortify the connection between green brand communication and profitability, thereby illuminating their ramifications for theoretical frameworks, managerial practices, and corporate success. � 2025, Malque Publishing. All rights reserved.