"Green" supply chain management: The role of trust and top management in B2B and B2C markets

摘要: “Green” supply chain management (GSCM) has often been associated with highly visible companies (Bowen, 2000) and firms within consumer-focused industries (Buysse & Verbeke, 2003; Hall, 2000; Roht-Arriaza, 1996). As such, GSCM partly led by development of consumer awareness environmental issues (Beamon, 1999; Zhu et al., 2005). This suggest that operating in business-to-consumer (B2C) markets have strong incentives to implement GSCM, due both institutional stakeholder pressure. However, this leaves the role business-to-business (B2B) sectors relatively unexplored to-date little is known about: 1) relative engagement among sectors; 2) conditions are necessary for successful implementation “green” practices B2B chains. study addresses these context 340 buyer–supplier relationships United Kingdom, using an innovative research methodology captures firms' minimizes social desirability common source biases. Our results show limited compared B2C markets. At same time, we developing trust partners, while also having top support, a crucial driver sector but less important sector. These findings provide considerable insights managers marketers chains seek respond growing interest performance chain.