ASSESSING THE IMPACT OF GREEN MARKETING STRATEGIES ON GREEN INNOVATION PERFORMANCE IN PAKISTANI INDUSTRIES: A SERIAL MEDIATION ANALYSIS

Abstract

This paper examines the impact of green marketing strategies on the green innovation performance of the manufacturing industries in Pakistan. Using a serial mediation model, this research analyses the impact of leadership styles and organisational culture on the relationship between green marketing and the overall business performance. Data was obtained through a questionnaire survey of 220 manufacturing companies in the primary sectors of the economy, including textiles, cement, agro-industry and pharmaceuticals. Results showed a substantial contribution of green marketing strategy towards the development of green innovations. Companies that integrated eco-design and environmental protection into their marketing strategy developed sustainable innovations and adopted cleaner production. The innovations that were achieved positively influenced the performance of the companies in terms of achieving operational efficiency, compliance with environmental regulations, and competitive advantage. In addition to this, the study proposed that leadership style and organisational culture served as important mediators in this relationship. Transformational leadership that empowers employees to take actions towards a committed sustainable future tends to move the companies towards the implementation of innovative outcomes from their green marketing strategies. In the same way, an organisational culture that embraces learning, collaboration, and environmental stewardship improves the company’s ability to effectively apply green strategies. This alignment is pivotal during the implementation of Pakistani Marketing Strategies. Sustained Marketing Mechanisms and Organisational Structures must work in synergy.