Impact of Green Marketing Mix (4Ps) on Firm Performance: Insights from Industrial Sector Peshawar, Pakistan

Abstract Background & Purpose- After the year 2000, the market for environmentally friendly products become mature and substantially expanded. In the present condition, environmental poverty has appeared as a very scorching issue of concern. The alarming level effects of commercial sector on climate and atmosphere have shaped several life threatening worries. To manage with this, it becomes a great challenge for organizations. The current research work is aim to achieve a better understanding of the corporate sector and their adaptation of green strategies in their production and decisions; associated to firm performance. This is an effort to check the belongings of green marketing strategy (GMS) on firm performance. Methodology- The current work was grounded on quantitative technique to test the framed hypotheses. Survey procedure is used to collect the data. 264 respondent were taken into account by applying method of sample determination and allocation. Purposive sampling technique with “five-point Likert scale” was utilized for data assortment. PCA were utilized to measure the unifactoriality. Structure Equation Modeling were used to check the hypothesized relationship b/w the variables. Findings- Findings of the study suggests that green product (GPD), green price (GPC), green promotion (GPM) and green place are absolutely correlated to firm performance with significant P-value <.05. Originality/Value- The current research study can help industrial sector in identifying best solutions for replacing conventional activities used. Limitation & Future Directions- Research study is restricted only to Peshawar, Khyber Pakhtunkhwa, other areas were not in the domain of interest. It is suggested for the forthcoming research to splay the study background across the country. Larger sample size is also recommended. It can provide more faultless data, though the current population and sample size was enough for the justification of the results.