Title: Being agile in market orientation to enhance firm performance: the role of green supply chain management

Authors: Pakeezah Butt; Muhammad Kamran; Farman Afzal; Mohammad Mushfiqul Haque Mukit

Addresses: School of Business and Law, Edith Cowan University, 270 Joondalup Dr, Joondalup, WA, 6027, Australia ' School of Business and Law, Edith Cowan University, 270 Joondalup Dr, Joondalup, WA, 6027, Australia ' Institute of Business and Management, University of Engineering and Technology, G.T. Road Lahore, Pakistan ' Department of Economics, Jahangirnagar University, 1342, Savar, Dhaka, Bangladesh

Abstract: This study is the response to the calls for enhancing the performance of small and medium enterprises (SMEs) by investigating the impact of market orientation on firm performance through green supply chain management (GSCM) practices. To this end, we used a formal questionnaire to collect cross-sectional data from 300 respondents in Pakistani SMEs and estimated our model employing partial least squares structural equation modelling (PLS-SEM). Our results indicate that market orientation drives firms to adopt GSCM practices. Moreover, GSCM is a significant channel through which market orientation enhances firm performance. Among the GSCM practices, reverse logistics emerged as the strongest driver of firm performance. By highlighting various policy implications, our findings urge the SME sector to implement GSCM in their business operations in achieving environmental, economic, social and operational milestones together.

Keywords: environmental collaboration; firm performance; GSCM; green supply chain management; market orientation; PLS-SEM; partial least squares structural equation modelling ; sustainability performance.

DOI: 10.1504/IJASM.2021.120237

International Journal of Agile Systems and Management, 2021 Vol.14 No.4, pp.517 - 542

Received: 28 Mar 2021
Accepted: 11 Jul 2021
Published online: 11 Jan 2022 *

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