Abstract This study evaluates the role of green marketing and business model innovation (BMI) in the achievement of sustainable development goals (SDGs) among the oil and gas extraction companies in Pakistan. Grounded in the resource-based view and ecological modernization theories, the study also examines the mediating role of government support. Data were collected through a questionnaire-based survey from CEOs, senior management, and operation managers in the oil and gas extraction companies in Khyber Pakhtunkhwa (KPK) by using a random sampling technique. The collected data were analyzed through partial least squares structural equation modeling (PLS-SEM) to find results. The outcomes reveal that green marketing, BMI, and government support have positive significant effects on SDG attainment in the energy sector. These results offer valuable insights for environmental regulators and practitioners to outline more influential strategies to enhance the sustainability outcomes. Although the topics of green marketing and BMI have gained substantial attention from academia, this is the prime research that introduces an inclusive model in these domains based on the resource-based view and the ecological modernization theories.
Rehman et al. (Wed,) studied this question.