Green issues have become imperative to business decision-makers as industries face intensifying public sensitivity, stricter regulation, and mounting stakeholder pressures engrossed in preserving the natural environment. This increasing pressure is forcing businesses to the adoption of green marketing practices. In an attempt to revisit present-day severe environmental issues, this paper studies the significant role of green process innovation in the Indian context. Data was collected from 400 manufacturing firms and was analyzed using the appropriate statistical tools to validate the model. The results suggest green process innovation plays a significant role in the relationship between green marketing practices and firm market performance. The findings contribute to the theory of the green marketing concept. Since this study's results expand the existing literature on the adoption of green marketing practices, valuable insights can be endowed to businesses and regulators for preserving the natural environment by considering green process innovation. Further, it offers wide-ranging implications for managers, marketers and policymakers, which can help them improve their business operations and provide them with a competitive advantage over their competitors.

中文翻译：

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新兴市场的绿色工艺创新和企业营销绩效

绿色问题已成为企业决策者的当务之急，因为各行业面临着公众敏感性的增强、监管的严格以及利益相关者全神贯注于保护自然环境的压力越来越大。这种不断增加的压力迫使企业采用绿色营销实践。为了重新审视当今严峻的环境问题，本文研究了绿色工艺创新在印度背景下的重要作用。数据是从 400 家制造公司收集的，并使用适当的统计工具进行分析以验证模型。结果表明，绿色流程创新在绿色营销实践与企业市场绩效之间的关系中发挥着重要作用。研究结果有助于绿色营销概念的理论。由于这项研究' 其结果扩展了关于采用绿色营销实践的现有文献，可以为企业和监管机构提供有价值的见解，以通过考虑绿色流程创新来保护自然环境。此外，它还为管理者、营销人员和政策制定者提供了广泛的影响，可以帮助他们改善业务运营并为他们提供超越竞争对手的竞争优势。