Implementing social sustainability through market pressures: an inter-organizational network analysis in the Pakistani apparel supply chain

PurposeThis article encourages novel approaches in the SSCM literature to create transformative change for workers in developing countries' apparel supply chains. It examines how suppliers' implementation of social sustainability is moderated by buyers' pressures (through dyadic ties) and by similar suppliers' pressures (through extended ties).Design/methodology/approachThe article adopts a qualitative method design based on fieldwork and 21 face-to-face interviews with suppliers' senior managers. The data were collected between 2017 and 2020 in the factory premises of suppliers in Pakistan.FindingsThis article distinguishes the pressures that moderate suppliers' implementation of social sustainability positively (top-down encouragement, informal exchange and competitive convergence) and negatively (unrewarded commitment) through social ties. Hence, it shows how suppliers experience constrained proactivity as a state of tension.Originality/valueThe article primarily contributes to the SSCM literature by informing how similar suppliers' pressures in the business community constitute important processes of social governance and are key to create transformative change upstream in apparel supply chains. Against this backdrop, it cautions about buyers' opposite pressures and misuse of their negotiation power, which indirectly holds back and dilutes transformative change.