*5.1. Future Research*

The most significant contribution of this study is the solid measure developed for the evaluation of green marketing. Although there have been previous attempts to measure green marketing through various combinations of variables, GMaS now presents a much-needed instrument for the direct measurement of green marketing. Researchers and practitioners will be able to apply it and expand the empirical knowledge of green marketing. Using GMaS, future research can better elucidate various aspects of green marketing necessary for the successful management of sustainability issues in organizational settings and strengthen organizational manifestations of green marketing that are environmentally and morally acceptable. In addition, researchers may use GMaS to find the impact of green marketing on business performance indicators. GMaS can also be applied to research to see the effect of the professional characteristics of marketers on green marketing in organizational settings. Toward this end, we expect that the upcoming research employing GMaS will contribute in meaningful ways to pursuing green marketing as a new normal for businesses and avoiding greenwashing in attracting more green-conscious customers.
