“…However, there is no study that comprehensively investigated the role of EFBS on EP. Six major elements are connected with EFBS including marketing, R&D, production, human resource, purchasing, and finance (Leonidou et al, 2015), and their holistic effect can lead to superior EP. As a part of EFBS, marketing is mainly concerned with green product, price, place, promotion/communication, people, process, and green physical appearance (Asif & Majid, 2018;Ottman, 2017).…”