Enhancing green competitiveness: the role of buyer-supplier integration in automotive supply chains

Purpose The present study aims to expound on a hidden and intrinsic mechanism that forms green competitiveness for firms. This study establishes a link between buyer-supplier integration and green supply chain (SC) practices in relation to green competitiveness. It highlights how green SC practices shape both operational and marketing competitiveness (MKC). Design/methodology/approach Data were collected using the survey method from automotive component manufacturing firms listed with the Automotive Component Manufacturers Association of India. A total of 226 responses were received, which were analyzed using structural equation modeling to test the proposed associations. Findings The study’s outcome revealed that buyer-supplier integration enhances green SC practices, which in turn substantially impact MKC more than the operational competitiveness (OPC) of the SC. However, no direct relationship was found between OPC and MKC. Practical implications This study will help automotive managers leverage buyer-supplier integration through green SC practices that will not only enhance operational outcomes but also result in better marketing-related outcomes. Moreover, the managers will be motivated to invest in green awareness and supplier integration programs to achieve economic and environmental benefits. Originality/value This study uniquely addresses the role of green awareness and buyer-supplier integration as antecedents of green competitiveness, integrating resource-based view and stakeholder theory to fill key conceptual gaps in green SC literature.