Abstract: The study examines direct, indirect, mediating, and moderating effects among stakeholder environmental pressure, environmental culture, green marketing orientation, environmental reputation, competitive advantage, and performance of manufacturing and pharmaceutical firms. We collected data from 252 top and middle managers of the firms using survey questionnaires. We used the Partial Least Square Structural Equation Modeling (PLS-SEM) and Process Macro models 4 and 1 to examine the direct, indirect, and moderating hypotheses, respectively. The results indicate stakeholder environmental pressure and environmental culture influence green marketing orientation and green marketing orientation influences competitive advantage and corporate performance, respectively. Furthermore, the results suggest that competitive advantage partially mediates the influence of green marketing orientation on corporate performance. Moreover, environmental reputation moderates the relationship between green marketing orientation and competitive advantage. The findings of the study suggest critical implications for both theory and practice. Keywords: competitive advantage, corporate performance, environmental culture, environmental reputation, green marketing orientation, stakeholders’ environmental pressure. Title: The Enablers and Consequences of Green Marketing Orientation Author: Benard Korankye, Stancey Tumiso Nkgowe, Leslie Afotey Odai International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 12, Issue 3, July 2024 - September 2024 Page No: 106-124 Research Publish Journals Website: www.researchpublish.com Published Date: 26-July-2024 DOI: https://doi.org/10.5281/zenodo.12930167 Paper Download Link (Source) https://www.researchpublish.com/papers/the-enablers-and-consequences-of-green-marketing-orientation