Market orientation and green supply chain management implementation

Abstract

Green supply chain management (GSCM) involves, among other things, managing the manufacture and distribution of environmentally friendly goods in ways to avoid waste and with minimal impact on the environment. Many firms have incorporated green initiatives into their operations as a strategy to achieve a competitive advantage. While prior research focuses on back-end business performance outcomes on using GSCM, this study seeks to examine front-end GSCM implementation approaches. Specifically looking at how a marketing orientation might impact the successful implementation of GSCM practices. The results of the study show that focusing on market-oriented knowledge about customers and competitors is positively related to financial performance and environmental performance. Firms will benefit by using a marketing orientation to guide the design and development of GSCMs.