The UN Sustainable Development Goals (SDGs) emphasize moving the manufacturing sector towards adopting environmentally friendly practices. Manufacturing industries play a critical role in the economic growth of a country; however, they are also associated with directly affecting the environment. Due to limited resources, shifting towards sustainable practices is difficult. The current study examines the effects of green marketing (GM) practices through eco-innovation (EI) to improve the sustainable performance of Pakistan's manufacturing industries. Furthermore, this study also intends to test the moderating effect of circular economy practices on the direct relationship between green market practices and eco-innovation. Responses from 201 professionals working in manufacturing industries were gathered and subjected to structural equation modeling (SEM) analysis to investigate the direct and indirect relationships between the variables in the conceptual model. The results indicate that the green market and eco-innovation have a noteworthy direct impact on SP. Nevertheless, green marketing practices favorably affect sustainable performance by mediating eco-innovation and the positive moderating role of circular economy practices. The current study is relevant for advising managers and policymakers about the potential advantages of supporting sustainable solutions.

中文翻译：

---

绿色营销视野：通过营销和创新实现行业可持续发展


联合国可持续发展目标 （SDG） 强调推动制造业采用环保做法。制造业在一个国家的经济增长中起着至关重要的作用;但是，它们也与直接影响环境有关。由于资源有限，转向可持续实践很困难。目前的研究考察了通过生态创新 （EI） 实施绿色营销 （GM） 实践对提高巴基斯坦制造业可持续绩效的影响。此外，本研究还旨在测试循环经济实践对绿色市场实践与生态创新之间直接关系的调节作用。收集了 201 名在制造业工作的专业人士的回复，并进行了结构方程建模 （SEM） 分析，以研究概念模型中变量之间的直接和间接关系。结果表明，绿色市场和生态创新对 SP 具有显著的直接影响。尽管如此，绿色营销实践通过调解生态创新和循环经济实践的积极调节作用，对可持续绩效产生有利影响。目前的研究与向管理者和政策制定者提供有关支持可持续解决方案的潜在优势的建议。