Toward Firm Sustainability through Green Supply Chain Management and Green Marketing in the New Norm

COVID 19 pandemic generates a high demand on chemical industry which creates more operational activities. Along these activities, it is also a high concern on the climate change within chemical industry subject to a resilient in order to form a sustainable future in particular on economic sustainability to avoid any possibility of another global destructive situation. Sustainability and environmental issues become a primary consideration in Indonesia toward green industry. An involvement of the environment in supply chain management has been developed namely green supply chain management (GSCM). Having ‘green’ component within the supply-chain management involves relationships among supply-chain management and natural environment. Firms are also need to incorporate the green concept in their marketing mix through green innovation on the product, pricing with green concept, green distribution and green promotion. The concept of green marketing mix (GMM) refer to various effort to achieve the strategic and financial goals of a firm trough reducing any negative impact on the natural environment. This paper demonstrates the influences of GSCM on economic sustainability and explores the relationship between GSCM and GMM practices on economic sustainable firm performance subject to new normal era. The study of 58 chemical firms in Indonesia by using Smart PLS 3, revealed that GSCM has a positive indirect effect through GMM on sustainability economic performance.