DETERMINING IMPACT OF STRATEGIC GREEN ORIENTATION ON GREEN PERFORMANCE OUTCOMES: A STUDY OF TEXTILE INDUSTRY OF PAKISTAN

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.