This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage. •Strategic green marketing orientation (SGMO) positively affects competitiveness.•Internal green marketing orientation (IGMO) has a moderating role in this effect.•IGMO intensifies the positive effect of SGMO on competitive advantage.•Competitive advantage mediates the relationship of SGMO with financial performance.•CSR and stakeholder environmental pressures positively impact the level of SGMO.