Mediating Role of Green Marketing Mix on the Effects of Green Supply Chain Management Practices in Sustainability among Manufacturing Firms in First Philippine Industrial Park, Batangas

In this fast-paced era, companies are at risk of harming ecosystems when the demand for goods and services rises due to universal population growth and globalization thus, nowadays, firm are now shifting to green concepts leading to more sustainable processes. The study assesses the mediating role of green marketing mix on the effects of green supply chain management practices in sustainability among manufacturing firms in First Philippine Industrial Park, Batangas. This specifically determines the profile of the respondents in terms of registered business activity, number of years in operation, and number of employees. Likewise, it assesses the firm sustainability, green supply chain management practices, and green marketing mix of the manufacturing firms. Further, the study finds out if the green marketing mix mediates the effect of internal and external green supply chain management practices on firm sustainability.The descriptive method of research design with a survey questionnaire. The respondents of the study included the manufacturing firms located inside the FPIP. From the 134 locators, only 105 participants were selected. From that, the researchers used a simple random sampling. The statistical tools applied are frequency, percentage, mean, one-way analysis of variance, and simple and multiple linear regression.Findings revealed that most of the manufacturing companies engaged in business operations from 5 years to 10 years with less than 5000 employees. That the registered business activity, number of years in operation, and number of employees are not significant in the responses when grouped according to profile, only external green supply chain management practices particularly the reverse logistics significantly affect the firm sustainability and found out that green marketing mix mediates the effect of internal and external green supply chain management practices with direct connection to firm sustainability.