Green practices are increasingly recognized as a key driver of sustainable firm performance, particularly in the face of growing environmental concerns and regulatory pressures. However, existing research on the relationship between green practices and firm performance in emerging markets, particularly in the context of Indonesia's rapidly developing economy, remains limited. This study addresses this gap by investigating the impact of green supply chain management (GSCM) practices on firm performance, with a specific focus on the mediating role of green product and process innovation. Utilising secondary data collected from the annual reports of 36 public multi-sectoral Indonesian firms, this research empirically tests the hypothesised relationships between GSCM, green innovation, and firm performance. The findings is that Green Supply Chain Management (GSCM) positively impacts both green product and process innovation. Furthermore, GSCM practices were positively associated with firm performance (ROA). Notably, only green process innovation had a significant mediating, yet suppressing effect towards firm performance, indicating that it may not be suitable for short-term performance. This research contributes to the literature by providing a nuanced understanding of how GSCM can foster green innovation, leading to enhanced firm performance in an emerging market context. Practically, this study offers valuable insights for managers seeking to leverage green practices as a strategic tool for improving financial performance and achieving long-term sustainability goals in Indonesia's dynamic business environment.