GREEN MARKETING STRATEGY, GREEN ORGANISATIONAL IDENTITY, ENVIRONMENTAL COMMITMENT, AND GREEN INNOVATION PERFORMANCE: EVIDENCE FROM PAKISTAN’S INDUSTRIAL SECTOR

Abstract

Rapid industrial expansion in Pakistan has intensified environmental degradation, increasing pressure on firms to adopt sustainable and innovative practices. Although global literature has established the significance of green marketing and environmental commitment, limited empirical evidence exists on how these constructs interact to influence green innovation performance in emerging economies such as Pakistan. This study examines the structural relationship between Green Marketing Strategy (GMS), Green Organisational Identity (GOI), Environmental Commitment (EC), and Green Innovation Performance (GIP) within Pakistan’s manufacturing industries, including textiles, chemicals, cement, leather, and plastics. Drawing on Social Identity Theory and the Resource-Based View, the study proposes that GMS enhances GOI, which subsequently strengthens EC, ultimately improving GIP. A conceptual model is developed to test both direct and mediating relationships among these variables.

Data were collected from 312 managers across medium and large manufacturing firms in Lahore, Faisalabad, Karachi, and Sialkot industrial zones. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for measurement and structural model assessments. Results reveal that GMS has a significant positive effect on GOI and GIP, while GOI positively influences EC. Environmental commitment further mediates the relationship between GOI and GIP. The findings indicate that Pakistani firms that embed environmental values into their identity and marketing strategies achieve superior green innovation outcomes.

This research expands theoretical understanding of green innovation in emerging economies while offering practical insights for industrial managers seeking competitive advantage through sustainability-led innovation. It suggests that firms must prioritize internal environmental identity-building and external green marketing alignment to enhance long-term innovation performance. The paper concludes with policy implications supporting Pakistan’s shift toward sustainable industrialization.