Abstract:
Green performance outcomes are in huge demand in new competitive sustainable
environment. Research indicates that Pakistan’s textile industry is lacking basic
framework to implement strategic green orientation in productive way. So, this study is
intended to suggest them a framework for enhancing their green performance outcomes.
The research also aimed at finding the impact of strategic green orientation on green
performance outcomes in Pakistan’s textile industry. Descriptive study was undergone
for this study. Quantitative research methodology was used for this study. Textile
industries of Pakistan accredited by All Pakistan Textile Mills Association (APTAMA)
were considered for data collection. Random sampling technique was used for this
purpose. Data was collected from senior managers of 192 authentic textile industries of
Pakistan by circulating a questionnaire. SPSS was used for analyzing data. The results
indicated green performance outcomes are significantly affected by strategic green
orientation in aspect to textile industries of Pakistan. While, integrated product
development mediated the effect between strategic green orientation and green
performance outcomes. The research definitely suggested a framework for increasing
green performance outcomes in textile industry of Pakistan. Study has also shown the
significant (positive) effect of strategic green orientation on green performance outcomes
in aspect of textile industries of Pakistan. The findings of research can help senior
leadership to shift towards green strategic direction in their policy formulation.
Limitations and future research are also given so that green competitive advantage can be
achieved by firms by doing research on other aspects.
