Abstract
Degradation of the natural environment has raised major concerns about organization sustainability. The growing trend towards integrating responsible environmentalism into the supply chain has required many organizations to pivot to adopting green supply chain practices. In this paper, we assert that the external environment exercises institutional pressure on organizations to adopting a market orientation, aided by managerial commitment, that espouses green supply chain practices as a strategic resource. A survey of 196 manufacturing managers, largely from the United States, United Kingdom, and India, found that institutional pressure had a significant impact on marketing orientation and market orientation had a significant impact on green supply chain practices. Managerial commitment played a key role in strengthening the relationship between market orientation and green supply chain practices. Lastly, the survey found no difference among United States, United Kingdom, and India manufacturers. We postulate that this no difference could be attributable to the tightly coupled systems found within manufacturing.
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