Abstract

Purpose: Although Green Supply Chain Management (GSCM) has been widely examined in relation to environmental and operational outcomes, its role in creating economic value through market-based mechanisms remains underexplored, particularly in emerging economies. This study investigates how GSCM influences the business performance of Vietnamese fashion firms across economic, environmental, operational, and marketing dimensions. It addresses a critical gap by clarifying the mediating role of marketing performance in translating sustainable practices into competitive advantage. Research design, data, and methodology: A structured survey was conducted with 314 Vietnamese fashion firms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both direct and indirect pathways. GSCM is defined at its first mention to ensure conceptual clarity. Results: GSCM directly improves economic performance and exerts even stronger indirect effects through operational and marketing performance. Despite its substantial environmental benefits, its economic impact remains modest, reflecting emerging-market conditions. Conclusions: Marketing performance is the key channel through which GSCM creates economic value, as green initiatives enhance credibility and responsibility, strengthening consumer trust, loyalty, and price-premium acceptance. Theoretically, this broadens GSCM by incorporating marketing mechanisms. Practically, it guides firms and policymakers in aligning green practices with branding and market positioning.