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Rise in the environmental problems in past few years has led to discussions and debate concerning the actions required from government, corporate sector and society at large. Realizing that espousal of green marketing practices is now inevitable, all concerned stakeholders including the business firms are assuming responsibility to safeguard environment from further degradation by actively engaging in eco-friendly practices. It is in this backdrop that the current research delves into the green practices that specifically hold relevance for manufacturing firms. Using the technique of CFA on the response set obtained from 77 key officials, the study confirms the composition of green dimensions and examines the performance of each of the constituents on operational performance of sample firms. The study additionally contributes to the existing literature by analysing the role of management’s environment orientation and firm size in influencing the aforesaid impact and linkages. The insights provided in the article would be useful for the management of manufacturing firms in formulating appropriate mix of green activities that could enable them in effectively attaining their operational objectives. The limitations acknowledged in the present work pave way for future studies in the area of green marketing.
Gupta et al. (Wed,) studied this question.
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