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This study investigated the effect of green marketing strategy on firm performance. To this end, the study involved 380 manufacturing firms and obtained data from marketing/production managers through structured questionnaire. Structural equation modeling was used to test the hypotheses of the research. The findings revealed that the green marketing strategy positively affects firm performance through competitive advantage. Moreover, green marketing strategy has a direct positive influence on firm performance indicating a partial mediation and lastly, the indirect effect of green marketing strategy on firm performance through competitive advantage is moderated by competitive intensity.

The Effect of Green Marketing Strategy on Firm’s Performance in the Context of Developing Country