Abstract:
This study's main purpose is to investigate the impact of Green Supply Chain Management on environmental performance with mediating effect of green market orientation, focusing on the textile industry in Pakistan. The independent variable is green supply chain management, dependent variable is environmental performance, and mediating variable is green market orientation. By adopting quantitative research approach, primary data was be collected from textile manufacturing industries in Pakistan through adoptive structured questionnaire based on 5 Likert scale. 213 responses were recorded from the supply chain members of textile industry of Pakistan. Statistical analysis, such as reliability, correlation and regression analysis, was conducted to analyze the data by using SPSS Software and Hayes process. The findings indicate that green supply chain management positively impacts environmental performance with the mediating effect of green market orientation in the textile industry of Pakistan. The results will afford valuable insights for textile organizations in Pakistan and other similar industries, helping them understand the potential benefits of adopting green supply chain management and enhancing their environmental performance. Additionally, research outcomes will contribute to field of environmental sustainability and SCM, contributing guidance for industry stakeholders interested in promoting sustainable practices.
