Green supply chain practices: The role of institutional pressure, market orientation, and managerial commitment

Degradation of the natural environment has raised major concerns about organization sustainability. The growing trend towards integrating responsible environmentalism into the supply chain has required many organizations to pivot to adopting green supply chain practices. In this paper, we assert that the external environment exercises institutional pressure on organizations to adopting a market orientation, aided by managerial commitment, that espouses green supply chain practices as a strategic resource. A survey of 196 manufacturing managers, largely from the United States, United Kingdom, and India, found that institutional pressure had a significant impact on marketing orientation and market orientation had a significant impact on green supply chain practices. Managerial commitment played a key role in strengthening the relationship between market orientation and green supply chain practices. Lastly, the survey found no difference among United States, United Kingdom, and India manufacturers. We postulate that this no difference could be attributable to the tightly coupled systems found within manufacturing.

Automated summary

The degradation of the natural environment has raised concerns about organizational sustainability. To address this, more and more organizations are adopting green supply chain practices. This study found that institutional pressure influences organizations to adopt a market orientation and managerial commitment plays a key role in the relationship between market orientation and green supply chain practices. Surprisingly, no significant difference was found among manufacturers from the United States, United Kingdom, and India, possibly due to tightly coupled systems in the manufacturing sector.