Being Agile in Market Orientation to Enhance Firm Performance: the Role of Green Supply Chain Management

This study is the response to the calls for enhancing the performance of small and medium enterprises (SMEs) by investigating the impact of market orientation on firm performance through green supply chain management (GSCM) practices. To this end, we used a formal questionnaire to collect cross-sectional data from 300 respondents in Pakistani SMEs and estimated our model employing partial least squares structural equation modelling (PLS-SEM). Our results indicate that market orientation drives firms to adopt GSCM practices. Moreover, GSCM is a significant channel through which market orientation enhances firm performance. Among the GSCM practices, reverse logistics emerged as the strongest driver of firm performance. By highlighting various policy implications, our findings urge the SME sector to implement GSCM in their business operations in achieving environmental, economic, social and operational milestones together.