Abstract

This study seeks to explore the relationship between market orientation (MO), green entrepreneurial orientation (GEO), and environmental orientation (EO) on firm performance, with a focus on the mediating role of green supply chain management practices (GSCMP). Data were gathered from 318 respondents working in manufacturing sector of Pakistan i.e., automobile, food, textile, and chemical, production sectors. Structural equation modeling and partial least squared techniques are applied for analysis. Results revealed that GEO and EO has a significant positive impact on GSCMP which in turn impacts financial performance of the firm. Furthermore, this study offers empirical support for the GSCMP's mediating role in the relationship between GEO, EO, and the performance of the firms in the manufacturing sector. Results suggest that for achieving sustainable performance, firms must prioritize GSCMP in their operations. Managers of manufacturing companies can benefit from this study, as it highlights the critical role that GSCMP plays in the relationship between GEO, EO, and company’s sustainable success. Furthermore, the results will assist managers in reaching sustainable performance targets by enabling them to make better strategic decisions. This creates a win-win situation for the company in particular and for the economy and world at large.