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This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance.

The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on postcrisis financial performance.

Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis.

This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis.

The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: green-nonbelievers, dis-investors, reluctants and cautious-, opportunistic- and strategic-green investors.

The study proposes a balanced approach to environmental sustainability, marketing strategy and firm performance during a crisis.

The study argues that GMSs enable firms to survive a crisis and recover from financial shocks.

A structured questionnaire was used in this study, which clarifies demographic, attitudinal and driver factors that influence their interest in environmental sustainability. The target population sampled in the study is predominantly teachers. They are aware of their influence in society but accept the necessity of expanding it beyond this professional group.

This research analyses the attitudes, barriers and prospects of 154 Saudi women in Riyadh, who are mostly educators, aged between 18 and 58, in Saudi Arabia towards implementing environmental sustainability.

The analysis delves into the role that higher education (76.0% with a bachelor’s, 22.0% with a master’s or doctoral degree) plays in environmental consciousness. Correlation results suggest that there is a significant connection between active engagement and personal barriers, benefits for future generations and perceived demand for improved environmental education. The study indicates diverging opinions on different aspects and a lack of interest in collaboration. The results of the correlation analysis support relationships between women’s contributions to environmental sustainability and policy changes, which also suggest the need for subtle interpretations. There are also priorities like increasing the scope of involvement, improving policymakers' understanding of factors affecting women’s participation and developing holistic initiatives that address roles in greater detail.

This study’s distinctive contribution resides in its correlation analysis, which uncovers associations between women’s contributions, policy changes and the requirement for subtle interpretations. This underscores the importance of comprehensive initiatives and increased participation.