IMPACT OF GREEN MARKETING MIX STRATEGY ON ORGANIZATIONAL PERFORMANCE: MEDIATING ROLE OF CORPORATE IMAGE AND MODERATING ROLE OF FRUGAL INNOVATION. A STUDY OF MANUFACTURING SECTOR OF PAKISTAN

Abstract

The objective of this study is to analyze the link between green marketing mix strategy and organizational performance using corporate image as mediator and frugal innovation as moderator. The type of this study is quantitative research, using convenience method sampling with 580 manufacturing firm. Data is analyzed through Structural Equation Modelling on SMART PLS 4.0. The study data were obtained from the CEOs and managers of manufacturing firms of Pakistan. The study give rise to in an indication of the positive outcome of green marketing mix strategy execution on organizational performance. Frugal innovation is positively associated with corporate image and organizational performance.