Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability

Considering the barriers of scarce management commitment and employee engagement in sustainability, this study aims to explore the role of internal marketing in improving the efficacy of environmental sustainability. Applying marketing philosophy inside a firm, IM regards employees as internal customers and facilitates positive exchange between employees and management through communicating and disseminating sustainable practices and policies and responding to stakeholders’ expectations. Through a quantitative survey, collecting data from SMEs in the UK, IM is expected to enhance employees' engagement and green behaviour, while promoting green values, which ultimately lead to a sustainable workplace and enhanced competitive advantage.