The relationship within green marketing strategies and market performance of Pakistan SMEs

Abstract

The current study purpose is to investigate the relationship between the green marketing strategies and market performance of Pakistan SMEs. For this purpose, the self-administered administered was distributed among the 300 managers which yield a 71 percent response rate. The study using the quantitative research approach and cross sectional research design. The Structural Equation Modeling (SEM) had shown that lean green marketing strategies had a positive and significant relationship with the marketing performance. In addition, green promotion marketing strategies also had a positive and significant relationship with the marketing performance. In the same vein, shaded green marketing strategies also had a positive and significant relationship with the market performance. On the other hand, the defensive green and extreme green marketing strategies had not a significant relationship
with the market performance. The current study added a body of literature that could provide help to become a new research area in future. The research limitation and future directions had also discussed at the end of the study.