Abstract:
This study investigates the impact of three determinants (of the green marketing practices on
Firms performance (Marketing Strategy, Innovation Strategy, Promotion Strategy) in the context
of Pakistan manufacturing firms. A sample of 169 respondents was collected from the
manufacturing industry in different cities. By using descriptive correlation and regression
analysis, the results indicate that green marketing practices have been found statistically
significant to predict firms’ performance. Therefore, the managers of the manufacturing firms
should not only implement eco-design in their marketing strategies and supply chain but also
concentrate on proper monitoring and implementation of green information systems to increase
their firms' performance. In addition, this study also discussed research limitations, areas for
future research and implications for practitioners.
