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Khan Muhammad R. (Bahria University, Pakistan), Khan Naveed R. (UCSI University, Malaysia), Tufail Muhammad M. B. (Bahria University, Pakistan), Ali Liaqat (Bahria University, Pakistan)
A Path towards a Greener Future: Fostering Green Supply Chain, Green Marketing and Environmental Sustainability
LogForum, 2023, vol. 19, nr 1, s. 1-14, rys., tab., bibliogr. 49 poz.
Słowa kluczowe
Zielona gospodarka, Zielona logistyka, Zrównoważony marketing, Zrównoważony łańcuch dostaw, Instytucje, Analiza danych, Modelowanie równań strukturalnych
Green economy, Green logistics, Sustainable marketing, Sustainable supply chain, Institutions, Data analysis, Structural Equation Modeling
Background: This study contributes to the green supply chain while examining the role of institutional pressure and green marketing to achieve environmental sustainability. Methods: Data from 256 manufacturing firms in Pakistan was analyzed through a quantitative dyadic data analysis using Structural Equation Modeling by incorporating quota sampling. Results: The finding revealed that institutional pressures are significantly associated with the green supply chain. The results indicated that green marketing acts as a significant moderator between the green supply chain and customer green purchase intention. Finally, green supply chain practices are significantly associated with environmental sustainability. Conclusions: This is a novel study that contributed to a green supply chain that integrates all dimensions of the green supply chain in one hybrid model. This study has contributed solid theoretical insights by integrating the theory of planned behavior and institutional theory. (original abstract)
Pełny tekst
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