The Impact of Green Marketing on Organization Sustainable Performance; A Study on Textile Industry of Pakistan

Abstract

The issue of sustainability is now a critical need among the environmentally intensive sectors particularly the textile sector which is associated to high consumption of resources and destruction of environment. This study aims to investigates the influence of green marketing on the organization sustainable within the textile industry in Pakistan. The concept of green marketing is a multi-layered concept. It consist of green strategy, internal green marketing, green products, and green marketing communication using theories such as the Triple Bottom Line, the Resource- Based View, and the Stakeholder Theory and evaluate its implications on economic, environmental, and social performance. This study takes a quantitative research design with primary data being collected in the form of structured questionnaires completed by the managers and officials of textile firms in the country. Analytics of the data were performed through the Partial Least Squares Structural Equation Modeling (PLS -SEM), which provided the opportunity to simultaneously check the measurement reliability, validity, and structural relationships between variables. These findings indicate that green marketing does not always achieve the goal of enhancing organizational sustainability; rather it has selective effects. This study discovered that green marketing strategy and green marketing communication are very useful in enhancing environmental performance, whereas its impact on economic and social dimensions is not statistically significant in the short-term. These results show that the effects of green initiatives on environmental results are quicker in highly regulated, export-based industries, which are also in consistency with the theory of sustainability and the viewpoint of strategic management. This study points to the emphasis on integrating sustainability in the strategic planning process, as well as explaining the environmental initiatives in a transparent manner to attain tangible environmental benefits. This is why a long-term orientation of green marketing of textile companies is important: once the organization integrates more, it is possible to open the door to economic and social advantages in the long run, as well as to environmental progress.