THE IMPORTANCE OF GREEN MANAGEMENT AND ITS IMPLICATION IN CREATING SUSTAINABILITY PERFORMANCE ON THE SMALL-SCALE INDUSTRIES IN INDIA

Abstract

Objective: This paper examines how stakeholder demand, organisational resources, knowledge, environmental uncertainty management, and product uniqueness affect green marketing and India's small-scale industry's sustainability. The study is important in green management because it examines concurrent relationships between stakeholders' demand, organisations' resources, knowledge, environmental uncertainty management, product uniqueness, and sustainability performance. Sustainability performance variables measure financial and non-financial performance in this study. Method: This study will quantitatively explain the phenomenon using numerical data and linear equation methods. Madhya Pradesh, with 7.54 percent of India's SSIs, hosted the study. Madhya Pradesh's forest-based industry and environmentally friendly development made these sites ideal. Researchers chose large cities since SSIs were more prevalent there in prior years. Bhopal, Jabalpur, and Gwalior will contribute data. Result: Green management affects SSIs' sustainability performance due to stakeholder demand, knowledge, environmental uncertainty management, and product uniqueness, but not organisational resources. Conclusion: Stakeholder demand, organisation resources, expertise, managing environmental uncertainty, and product uniqueness affect green management and SSI's sustainability performance. Green management boosts SSI's sustainability.