Implications of green marketing mix on firm performance: a case study of leading fashion brands located in Karachi, Pakistan.

Authors

  • Hamza Akram, Muhammad Ayyan Siddique, Asma Parveen, Tuba Rasheed PhD Scholar,School of Economics and Management, North China Electric Power University, Changping, Beijing,102206, PR China.

Keywords:

Green Marketing Mix, Firm Performance and Fashion Brands

Abstract

This study aims to explore the implications of green marketing mix on firm performance by taking a case study of leading fashion brands located in Karachi, Pakistan. The objectives of this study are to assess the impact of green marketing mixes particularly 4Ps such as place, product pricing, and promotion on firm performance. Non-probability convenient sampling technique was employed to collect data from 102 executive employees from the different fashion brands located in Karachi. The data was analysed using Smart PLS. The results of the study suggested that green marketing mix has a significant impact on firm performance. The results of the study provide valuable insights about green marketing mix elements and how they impact firm performance. This study will benefit the marketing sector by providing a better understanding of the role of green marketing mix elements in firm performance. It will also help fashion brands to boost their performance and gain competitive advantage in the market. The findings of this study can also be helpful for the policymakers to create feasible policies to promote green marketing activities.

Author Biography

Hamza Akram, Muhammad Ayyan Siddique, Asma Parveen, Tuba Rasheed
PhD Scholar,School of Economics and Management, North China Electric Power University, Changping, Beijing,102206, PR China.

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Published

2023-08-21

How to Cite

Hamza Akram, Muhammad Ayyan Siddique, Asma Parveen, Tuba Rasheed. PhD Scholar,School of Economics and Management, North China Electric Power University, Changping, Beijing,102206, PR China. 12(1), 416-428.

Issue

Vol. 25 No. 2 (2023): Open Issue

Section

Articles (Peer-reviewed)

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