Green Marketing: The Relationships Between Marketing Strategy, Supply Chain, and Firms' Environmental Performance

ABSTRACT The purpose of this study is to investigate the role of the green supply chain as a mediator in the relationship between a green marketing strategy and a firm's environmental performance. Using sustainability theory as our theoretical framework, we developed a model and tested it based on survey data from 170 managers in Israeli companies operating in international markets. Our findings reveal that a green marketing strategy has no direct effect on a firm's environmental performance. Ho