Recent research shows that traditional business tactics do not support an organization’s goal to be environmentally-friendly as is expected by today’s stakeholders. The increasing demand by stakeholders to go green has pressured firms to adopt ‘green marketing’ as a viable organizational strategy. This study offers a conceptual model demonstrating the influence of green marketing strategy (GMS) on sustainability performance in the apparel manufacturing industry, specifically in the B2B context. By achieving sustainability performance in terms of economic, environmental and social parameters, an organization can simultaneously consider the needs of the environment, society and company. Despite numerous empirical researches on various environmental strategies, there is a dearth of literature regarding GMS and the sustainability performance of the apparel manufacturing industry. Hence, through this proposed model, the authors argue that comprehensive implementation of green marketing throughout the business operations would play a substantial role in attaining sustainability performance.
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