THE IMPACT OF GREEN SUPPLY CHAIN MANAGEMENT (GSCM) ON EXPORT PERFORMANCE IN FAST MOVING CONSUMER GOOD (FMCG) INDUSTRIES IN KARACHI PAKISTAN

Abstract

Purpose — The puipose of this research is to identify the impact of green supply chain management techniques and its importance on environmental performance and export performance used in the FMCG industries of Karachi Pakistan. Also, to outline the solutions/piactices to make environment green and sustainable and increase export performance of consumer goods. Methodology - The research type used is deductive explanatory research approach. The data was collected from 57 FMCG companies and 300 responses were received by the means of primary quantitative research and convenience sampling technique in the form of online questionnaire. The data was analyzed by regression statistical technique. Findings - The results showed that GSCM (Green supply chain Management) is positively significant with respect to EP (Environment Performance) and EXP(Export Performance) while Environmental Performance is only positively significant on export performance. However, the effect of export performance was also found to be positive and significant. Limitations-The limitations include time constraints, lack of previous research data, small scale sample size which was confined to Karachi only and low responses received from FMCG industry. In addition, Covid-19 situation caused hindrance in collection of data.