Abstract

This study undertakes an examination of the nuanced impact of green supply chain management (GSCM) practices, encompassing green manufacturing, green distribution, green purchasing, and reverse logistics, on the perceived firm performance within the fast-food restaurant industry situated in Quetta, Pakistan. Employing a rigorous cross-sectional design, data acquisition transpired through a meticulously structured questionnaire administered to 150 employees actively engaged in the fast-food sector. The ensuing dataset underwent meticulous analysis via Statistical Packages Software for Social Sciences (SPSS). The empirical findings of this study underscore the pivotal role of GSCM practices in significantly enhancing the perceived performance of fast-food establishments. Moreover, the investigation reveals a discernible variability in the impact of GSCM on perceived firm performance contingent upon the size of the restaurant. Noteworthy is the observation that larger establishments demonstrate a more pronounced accrual of benefits from the incorporation of GSCM practices into their operational paradigms. In conclusion, this research underscores the imperative for fast-food establishments, irrespective of their scale, to integrate GSCM practices into their operational frameworks. This imperative is substantiated by the study's identification of tangible competitive advantages and environmental sustainability benefits associated with the adoption of GSCM practices. Thus, this academic endeavor provides a substantive contribution to the discourse on sustainable business practices, advocating for the strategic integration of GSCM as a means to achieve both competitive success and environmental responsibility within the fast-food industry in Quetta and beyond.