Abstract

The current study purpose is to investigate the relationship between the green marketing strategies and market performance of Pakistan SMEs. For this purpose, the self-administered administered was distributed among the 300 managers which yield a 71 percent response rate. The study using the quantitative research approach and cross sectional research design. The Structural Equation Modeling (SEM) had shown that lean green marketing strategies had a positive and significant relationship with the marketing performance. In addition, green promotion marketing strategies also had a positive and significant relationship with the marketing performance. In the same vein, shaded green marketing strategies also had a positive and significant relationship with the market performance. On the other hand, the defensive green and extreme green marketing strategies had not a significant relationship with the market performance. The current study added a body of literature that could provide help to become a new research area in future. The research limitation and future directions had also discussed at the end of the study.

Key words: green marketing strategies, market performance, SMEs, Pakistan.