The Impact of Green Marketing on the Financial Performance of Textile Industry

Abstract

This study was carried out to examine the impact of green marketing on financial performance in textile industry. The variables taken into consideration are green brand awareness and green advertisement. A total of 230 respondents’ opinions were collected out of which 206 were found usable. Correlation and multiple regression was used to test the hypotheses and to analyze the data. Green brand awareness turned out to have a significant impact on financial performance. In contrast green advertisement was found out to have an insignificant impact on financial performance. This study contributes to the literature in a number of ways as no such study has been carried out in Pakistan's context. This study will help marketers and managers to get an insight of the impact of green marketing on financial performance which has been inconclusive for a longer period of time. This could help them to improve their companies financially by including strategies related to green marketing