Bilal Mohammad EneizanKalsom Abd. WahabUmmi Salwa Ahmad Bustamam2024-05-272024-05-2720152394-7500https://www.allresearchjournal.com/archives/?year=2015&vol=1&issue=12&part=L&ArticleId=1174https://oarep.usim.edu.my/handle/123456789/3672Volume: 1 Issue 12, Part LThis is a conceptual paper to study the effects of green marketing strategy on the firms' performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the four factors that will influence the firms' performance. As green marketing strategy become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present paper seeks to better understand the role of "green marketing mix" as a marketing strategy. The conclusion that was drawn is that, green product, price, distbution and pormotion have a positive effect on the firms' performance.en-USGreen marketing strategy, firm performanceArticle821824112