Investigating the Effect of Market Orientation on Environmental Performance with the Mediating Role of Green Supply Chain Management Strategies

In the present era, marketing based on some environmental and social considerations is raised as one of the most important activity of goods and services production companies, and one of the areas of marketing discussed in environmental issues is green marketing. The purpose of this study is to develop a structural model for investigating the relationship between market orientation and environmental performance and green supply chain management solution. The given article has been conducted on descriptive statistics as a survey, and the target population of this study was based on Khales Sazan’s managers and employees in Zanjan. The data were collected via a questionnaire and through random stratified sampling was distributed among 215 employees and managers of the different levels of the company. In this research, the modeling of structural equations and partial least squares (PLS) were used to test the hypothesis and fit the model. The results showed that market orientation was effective on the supply chain management strategies. But its impact on environmental performance was rejected. On the other hand, the indirect effect of market orientation has been confirmed through the intermediate variable of supply chain management strategies. Finally, it was revealed that supply chain management strategies have a positive and significant effect on environmental performance.