As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed. •Scale development process introduces a novel, holistic concept of green marketing.•4 studies report reliability and validity for the green marketing orientation scale.•2 studies (N=329) confirm the strategic, tactical and internal dimensions of GMO.•Results uncover the effects of three distinct GMO dimensions on performance.•Findings support prior research on the green marketing-performance relationship.