The increasing global emphasis on sustainability necessitates the integration of environmentally responsible practices within supply chains. This study explores the impact of green supply chain management practices (GSCMPs) on firm sustainable performance in Pakistan’s manufacturing and service industries. Unlike prior research, which primarily focuses on the direct impact of GSCMPs, this study advances knowledge by incorporating green technological innovation (GTI) and green managerial innovation (GMI) as mediators and green organizational culture (GOC) as a moderator. The study looks at survey data from 480 industry professionals and uses partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA). It discovers that GSCMPs greatly enhance sustainability outcomes, especially when green innovations are used. Furthermore, the impact of GSCMPs is more pronounced in the manufacturing sector, emphasizing the role of regulatory pressures and technological advancements. This study makes a significant contribution to the literature by integrating post-pandemic sustainability challenges, highlighting industry-specific dynamics, and providing actionable strategies to enhance green supply chain adoption in emerging markets. The study provides applicable strategies for managers and policymakers to embed sustainability deeper into corporate strategies, ensuring resilience and competitive advantages in evolving global markets.