Green Marketing and the Path to Realizing Local Sustainable Development—Joint Dynamic Analysis of Data Envelopment Analysis (DEA) and Fuzzy Set Qualitative Comparative Analysis (fsQCA) Based on China’s Provincial Panel Data

Abstract

Understanding the mechanisms by which the combination of green marketing components fosters local sustainable development is crucial for global regions in achieving the United Nations’ sustainable development goals. Utilizing panel data from China’s provinces from 2011 to 2022, this study employs the DEA model to assess both the static and dynamic efficiencies of sustainable development across China’s 31 provinces. Subsequently, drawing on the 6P theory of marketing element combination, this study selects human input, capital input, energy input, technological output, economic output, and ecological output as causal variables, with the local sustainable development index serving as the outcome variable. By integrating the fsQCA method, the study identifies four distinct configurations: a “single input–multiple output” model, a “multiple input–single output” model, an “input–output” linkage model, and an “input-driven” model. This conclusion can enhance the comprehension of the dynamics through which various combinations of green marketing components contribute to local sustainable development from a regional macroeconomic perspective, offering a theoretical foundation for achieving sustainable development globally.