The evaluation of sustainable performance in the context of sustainable supply chain management and green marketing mix

Pressures related to the environment experienced in various segments of society led companies in the 1970s to intensify their efforts in sustainability, green, and environmental issues. Current political steps, such as the European Green Deal and the Sustainable Development Goals, which are based on the participation of the private sector, have emerged as a result. In the same direction, the concept of Environmental, Social, and Governance (ESG), articulated as a standard for companies, can be considered as a roadmap for auditing and standard-setting. Adding the dimension of sustainability to supply chain management has made it necessary to measure the economic, social, and environmental performance of companies. The aim of this study is to evaluate sustainable performance (SP) in the context of sustainable supply chain management (SSCM) and the green marketing mix. Within this scope, focus group interviews were conducted with two separate companies operating in the carpet sector in the United Kingdom and Turkey, both under the umbrella of home textiles and part of the same supply chain. The results of the interviews were objectively reported using exploratory research methodology and subjected to content analysis using the Maxqda program. The results of content analysis were analyzed descriptively. In this context, thematic analyses such as the code-theory model, hierarchical code-theory model, document portrait, word cloud, and code map were performed. As a result of the study, through analytical generalization, the positive relationship and dimensions of the effect of STZY applications and green marketing mix elements on a firm's Sustainable Performance (SP) have been determined. Content and conceptual evaluations have been conducted to identify potential current and future challenges in the process, along with proposed solutions. The study also identified current and potential future problems and solutions in the proces. In this regard, the study encompasses assessments regarding the readiness of Turkey's carpet sector and the necessary steps it should take in the future, within the framework of audits and standards, providing roadmaps for the industry's way forward.