Impact of Green Sustainable Development Factors on Firms Performance in Pakistan

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.