Abstract:
Businesses have to adapt completely new marketing channels to determine how to invest
and use new technologies, as well as compete on a global platform, where there is an
increasing need to combine environmentally friendly choices into organizations' supply
chain management. In this situation, green business has become increasingly important in
today's business world and many progressive companies advocate Green Supply Chain
Management (GSCM) practices to gain competitive advantage. Hence, this study focuses
on the impact of GSCM practices on firm competitiveness with the mediating role of
green marketing. Thus, the study objectives are to identify the levels of GSCM practices,
firm competitiveness, and green marketing, to identify the relationships among GSCM
practices, firm competitiveness, and green marketing, and to identify whether green
marketing mediates the relationship between GSCM practices and firm competitiveness
among the executive level employees of three selected manufacturing companies.
The study accompanies with quantitative research approach. The study used primary data
as well as secondary data. A structured questionnaire was used as the method of data
collection, and the questionnaire included 40 questions with five-point Likert scale
ranging from strongly disagree to strongly agree. In this study, the researcher attempts to
highlight the firm competitiveness with respect to other variables, by using the
information found in the 159 executive level employees from three selected
manufacturing companies. A stratified random sampling technique was used to make the
method of sampling framervork. Collected data were analyzed using SPSS 22.0 analysis.
The data were measured using descriptive statistics, correlation and regression analysis.
In this study, the statistical tools that used to analyze the levels of variables are mean and
SD values, while relationships were measured by Pearson coefficients and linear
regressions for further mediation analyses. Moreover, the result shows significant
positive associations among all the variables. Hence, this study helps managers to
understand GSCM practices, firm competitiveness. and green marketing relationships in
order to face and control the high competitiveness in their otganizations in an effective,
efficient and practical manner.
