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

Responding to the critical need of environmentally intensive sector; sustainability, this study aims to investigate the influence of green marketing on the organization sustainable Performance in the textile industry in Pakistan. Using Triple Bottom Line, the Resource-Based View, and the Stakeholder Theory, the impact of multi-layered concept of green marketing; green strategy, internal green marketing, green products, and green marketing communication on dimensions of sustainable performance has been investigated. For this, a quantitative research design is adopted and data was collected from 99 managers of textile firms through survey. Analytics of the data were performed through the Partial Least Squares Structural Equation Modeling (PLS -SEM). The 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. This study emphasis the integration of 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.