On the way to sustainability: the role of green marketing strategies and best practices of TQM on green performance among nurse managers

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BACKGROUND: Any hospital’s ability to successfully provide healthcare services depends heavily on its nurse managers. They comprise a larger portion of healthcare institutions. There are three things to blame for the problems hospitals face today: poor performance, a lack of dedication among nurses, and poor TQM. The study aligns with Saudi Vision 2030, which emphasizes sustainability as a crucial component of the country’s development. Nurse managers can improve green performance by incorporating Total Quality Management (TQM) best practices and green marketing strategies. AIM: This study is designed to evaluate the impact of green marketing strategies and best practices of TQM on green performance among nurse managers. METHOD: A quasi-experimental design with pre- and post-tests was conducted with 32 nurse managers who completed the intervention. Data were collected using the Green Marketing Knowledge Questionnaire, Green Marketing Practice Scale, TQM Questionnaire, and Nurse Manager Performance Assessment Scale. RESULTS: The green marketing strategy educational intervention led to significant improvements across all measured domains. Nurse managers’ knowledge of green marketing increased from a median score of 6 to 15. Similarly, the total green marketing practice score improved from 251 to 352, while TQM practices and green performance also showed notable enhancements. Post-intervention, TQM practice median scores increased from 125 to 188.5, and green performance scores improved from 71to 139. These improvements persisted three months after the intervention, indicating the sustained impact of the program. CONCLUSION: The findings demonstrate that training in green marketing strategies equips nurse managers with the knowledge and skills to enhance TQM practices and green performance, ultimately contributing to organizational sustainability. The study underscores the importance of integrating green marketing strategies into hospital management practices to address environmental and performance challenges. IMPLICATIONS: This study contributes to the growing body of evidence supporting the integration of sustainability-focused interventions in healthcare. It highlights the role of nurse managers in driving green performance and promoting a culture of sustainability within healthcare organizations. CLINICAL TRIAL NUMBER: Not applicable.

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