How do green marketing and green supply chain management drive sustainable corporate performance: evidence from an emerging economy

Purpose In light of the growing environmental concerns in the food and fast-moving consumer goods (FMCG) industries, this study aims to examine the link between green supply chain management (GSCM), green marketing (GM) and sustainable corporate performance (SCP) while also looking at the mediating role of corporate image (CI) in emerging economy. Design/methodology/approach This study used a quantitative technique, using a structured survey to gather data from 436 middle managers and senior-level managers in Vietnam small and medium businesses participating in emerging economies’ food value chains. The gathered data was subsequently analysed by structural equation modelling, which looked at the direct and indirect relationships between the variables and evaluated the mediating effect of corporate image. Findings GSCM (ß = 0.434) and GM (ß = 0.408) considerably improve CI, according to the results, which come from a model explaining 51.1% of the variance in CI (R2 = 0.511$) and 43.8% in SCP (R2 = 0.438). Additionally, SCP is directly and favourably influenced by both GSCM (ß = 0.257) and GM (ß = 0.236). Additionally, CI is verified as a partial mediator, directing the impacts of GM and GSCM to increase competitive positioning, customer loyalty and trust, all of which eventually propel SCP. Originality/value This study bridges theory and reality by providing empirical evidence of how GM and GSCM enhance SCP in the FMCG sector through CI. It gives managers a strategic framework for implementing green practices and contributes to the theoretical knowledge of sustainability in emerging economy.