Role of Sustainable Green Supply Chain Practices in Enhancing Firm Performance and Competitive Advantage: The Mediating Role of Green Motivation and Corporate Culture

Purpose: As firms increasingly adopt sustainable strategies to meet environmental regulations and market demands, challenges such as lack of investor interest, insufficient leadership awareness, and technical barriers hinder the full implementation of green initiatives. By analyzing the effects of green supply chain practices on both environmental and economic performance, this study aims to bridge the gap in existing research, which often overlooks the role of internal corporate dynamics in driving sustainable outcomes. Design/Methodology/Approach: Data is collected from supply chain professionals and corporate leaders across various industries, using a structured questionnaire. A quantitative-method approach will be employed, with Partial Least Squares Structural Equation Modeling (PLS-SEM) used to analyze the relationships between GSCM practices, corporate culture, employee motivation, and firm performance. Findings: The findings are expected to reveal that green motivation programs, sustainable corporate culture, and employee engagement play significant roles in enhancing the effectiveness of GSCM practices, leading to improved firm performance and competitive advantage. Implications/Originality/Value: This study contributes to both theory and practice by highlighting the importance of aligning internal green initiatives with external sustainable supply chain practices. It provides valuable insights for firms seeking to leverage sustainability as a strategic tool to gain a competitive edge in the global marketplace. Future research directions and practical recommendations for corporate leaders and policymakers will also be discussed.