Sustainable supply chain management and green marketing mapped out in a hub-and-spoke architecture

Abstract

Both sustainable supply chain management and green marketing have emerged as important areas of study and managerial focus since the notion of sustainability entered the corporate mainstream. Both fields have made tremendous strides at the same time. In order to effectively meet the demands of green customers, it has been acknowledged that green marketing and sustainable supply chain management should be combined. Previous studies have investigated the point-to-point integration strategy. Using the 6Ps (product, promotion, planning, process, people, and project), this article presents a novel hub-and-spoke integration model to connect green marketing with sustainable supply chain management. The 6Ps integration model has been put to the test in an empirical investigation involving several sectors. The empirical study's findings on integration dimensions, integration tactics, drivers, and impediments, and management implications are provided. Green marketing and sustainable supply chain management may now share information, materials, and financial resources via a number of streamlined channels made possible by the new integration model. It may help businesses improve their financial line, social impact, and environmental sustainability.