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• Green Supply Chain Management and Sustainable Performance: The Role of Green Marketing in The Jordanian Food Industry

  30-50

  Saleh AL khatib

  Rama Alzu'bi

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  24

  The importance of green and sustainable operations has been at the forefront of research for supply chain (SC), performance, and marketing. Previous studies have reported defragmented results about these relationships and there is a paucity of literature regarding the moderating role of green marketing (GM) on the green supply chain management (GSCM) and sustainable performance (SP) relationship. To address this research gap, this study aims to identify the impact of GSCM on SP, and the moderating role of GM on this relationship in a developing economy context. Research hypotheses have been tested using 112 questionnaires. Regression analysis is performed to evaluate assumed direct and indirect relationships. Research results revealed a positive impact of GSCM and GM on the SP. Moreover, the moderating role of GM on the GSCM-SP relationship was partially supported. Collectively, these findings provide a theory-based understanding of the GSCM-SP and GM interactions. Hence, this study will be useful for SC and marketing managers who are highly engaged in green and sustainable operations.