Green Marketing Practices and Sustainability Performance of Manufacturing Firms: Evidence from Emerging Markets

This study investigates the relationship between green marketing practices and the sustainability performance of manufacturing firms in emerging markets. A self-administered questionnaire was used to collect data from 270 respondents, and the analysis was conducted using Smart PLS-SEM (version 4). The results demonstrate a significant positive relationship between green internal marketing and the overall sustainability performance of the firms. Specifically, green marketing communication was found to positively influence both environmental and social performance, although it did not have a significant effect on financial performance. Likewise, the adoption of green products substantially improved environmental performance but did not significantly impact financial or social performance. Additionally, the study supports a positive association between green strategy implementation and sustainability performance. These findings underscore the critical role of integrating green marketing practices into sustainability initiatives. The research provides valuable insights for managers and policymakers, emphasizing the need for a holistic approach to green marketing to enhance environmental and social outcomes, even if financial benefits are not immediately apparent. This study contributes to the growing body of knowledge on sustainable business practices and offers practical implications for achieving long-term sustainability in manufacturing firms.