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Due to extensive industrial activities, the manufacturing sector is deteriorating the environment through resource depletion and rising pollution levels which led to a significant transition toward green supply chain practices (GSCP). Therefore, internal and external GSCP and green training (GT) gaining momentous attention. This study aims to explore the interconnections among the internal and external GSCP, GT, green innovation (GI), pro-environmental behavior (PEB), competitive advantage (CA), green knowledge sharing (GKS), green self-efficacy (GSE), environmental and financial performance (EP) and (FP).

To check the hypothesized model, researchers used cross-sectional data based on survey questionnaires which were gathered from Pakistani manufacturing firms. The theoretical framework was validated through the utilization of partial least square structural equation modeling.

The findings suggest that internal and external GSCP and GT are correlated with GI, PEB, CA, EP and FP. Additionally, this study discovers that PEB and GI act as intermediaries among internal and external GSCP, GT and CA. GKS positively moderates the connection among internal and external GSCP, and GT, GI, and PEB. Similarly, GSE also serves as a moderator among between PEB and GI.

This study is a significant contribution to the literature by studying potential mediators and moderators that improve the association among outlined constructs. Moreover, findings suggest that firms should adopt an integrated and holistic green approach to combat environmental deterioration, maintain environmental integrity and attain sustainable development.

There is a scarcity of studies concerning the holistic framework of interrelated constructs studied in this research and it is the pioneer research to offer insights with an innovative model and empirical evidence.

This study aims to highlight the mediating role of value co-creation between social media marketing, its dimensions – entertainment, customization, interaction, electronic word-of-mouth (eWOM) and trendiness – and brand authenticity.

Data from 288 consumers was collected using both online and paper-based questionnaires. Partial least squares–structural equation modeling was used for hypothesis testing.

When studied compositely, the results of this study indicate that social media marketing impacts value co-creation and brand authenticity, while value co-creation mediates this relationship. However, value co-creation only mediates the impact of customization, interactions and eWOM on brand authenticity. Moreover, entertainment and trendiness directly affect brand authenticity without the mediating role of value co-creation.

The significance of value co-creation as the underlying mechanism between social media marketing and brand authenticity has received little scholarly attention. Likewise, the question of whether social media marketing dimensions help build brand authenticity perceptions has not been investigated. Thus, this study contributes to the marketing literature by empirically testing and establishing that interaction, customization and eWOM are essential social media marketing features that significantly affect brand authenticity with the mediating role of value co-creation.