Green Marketing and Sustainable Supply Chain Management Inter-Correlation with Hub and Spoke Model

Abstract

Green marketing and sustainable supply chain management have been identified as needing to be seamlessly connected so that green customers' expectations may be better served by supply chain capabilities. The point-to-point integration technique has been studied in the past. This study presents a novel hub-and-spoke integration model for green marketing and sustainable supply chain management that considers six dimensions: product, promotion, planning, process, people, and project (called the 6Ps). The findings of an empirical study on integration dimensions, integration tactics, and multi-dimensional integration drivers and impediments are provided, along with management implications. The new integration architecture provides for the free flow of information.