International Journal of Entrepreneurial Research 2(4); 16-20 Copyright © 2019 Authors. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 16 International Journal of Entrepreneurial Research (IJER) Online ISSN: 2663-7588. Print ISSN: 2663-757X www.readersinsight.net/ijer The Impact of Green Marketing on the Financial Performance of Textile Industry Ibrar Ali Memon *1 , Fareau Khan Chandio 2 , Asadullah Bhatti 3 , Abdul Ghafoor Kazi 4 1,2,3,4 Department of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Hyderabad, Sindh, Pakistan. * Corresponding author: ibrar3memon@gmail.com Abstract This study was carried out to examine the impact of green marketing on financial performance in textile industry. The variables taken into consideration are green brand awareness and green advertisement. A total of 230 respondents’ opinions were collected out of which 206 were found usable. Correlation and multiple regression was used to test the hypotheses and to analyze the data. Green brand awareness turned out to have a significant impact on financial performance. In contrast green advertisement was found out to have an insignificant impact on financial performance. This study contributes to the literature in a number of ways as no such study has been carried out in Pakistan's context. This study will help marketers and managers to get an insight of the impact of green marketing on financial performance which has been inconclusive for a longer period of time. This could help them to improve their companies financially by including strategies related to green marketing. ARTICLE INFORMATION Received: 03 November 2019 Revised: 11 November 2019 Accepted: 27 November 2019 DOI: 10.31580/ijer.v2i4.1161 Keywords: Green Marketing, Financial Performance, Textile Industry, Pakistan, Green Brand Awareness © Readers Insight Publication INTRODUCTION At first firms utilized the showcasing procedures through which they thought they may target customers (Joshi & Hanssens, 2010), Since they ultimately control the attraction, acquisition and retention process of customers . These showcasing techniques for the most part center on brand mindfulness of clients, buyer demeanors, rehashed buying and appraisals of client fulfillment to raise brand mindfulness and generally to extend deals. There are many studies which have studied the effect of marketing on firm‟s performance, profitability, sales and stocks return. It is contended that compelling showcasing or limited time exercises, such as promoting; individual offering; deals commission and motivating forces; and intelligently showcasing may result within the accomplishment of long-term destinations and higher budgetary returns. Firms have now started realizing how green marketing can affect their reputation and how they can be benefitted by using green marketing strategies; consumers accept them and are ready to invest in their businesses. Since the competitive scene is changing firms know that utilizing green promoting can advantage or hurt their trade (Leonidou et al., 2013). The pressure companies face because of the increasing concern of stakeholders, governmental policies and customer sensitivity have made firms focus on green marketing (Leonidou et al., 2013). Green products have been always a priority for customers like green vehicles (Luchs et al., 2010). Nevertheless, while company executives have started focusing on them, still thorough research is not present (Cronin et al., 2011). Subsequently, the impacts of embracing green showcasing procedures are not known to the modern businesses and policymakers (Chabowski et al., 2011). The marketing has a major impact on the sales of firms dealing in consumer goods that are listed in Karachi Stock Exchange 2004-2007 and makes valuable contributions to the significance of organization. Subsequently, in this ponder we center on looking at the effect of green promoting on monetary execution of firms in material industry as usually the major industry of Pakistan (Shah, 2011).