Abstract:
This study seeks to evaluate the role of product and process innovation on green supply chain management practices with the moderating effect of environmental awareness in food sector of Pakistan. The research aims to identify the key variables that contribute to improving supply chain performance in this specific industry. Green supply chain management (SCM) is the primary dependent variable under this research, whether the sub factors of GSCM was determined (green procurement, green manufacturing and green distribution) while the independent variables was product innovation and process innovation. Additionally, the study explores the role of moderating as environmental awareness capability within this relationship. For the research, a quantitative research method was utilized, and data was gathered through distribution from questionnaire to, employing convenient sampling techniques. A total of 358 respondents took part in the research. The collected data was subjected to statistical analysis, including descriptive, correlation and regression analysis, which were conducted using SPSS software. The study's outcome demonstrates that both product innovation and process innovation have significant influences on green supply chain management practices. This research contributes to the existing body of knowledge both in theoretical and practical way. Policymakers and industry associations can also play a role by supporting initiatives that promote sustainable practices and providing resources and incentives for food organizations to adopt these practices.
