Green supply chain practices and environmental advantage: the role of stakeholder relationships in B2B markets

Purpose This study examines whether the adoption of green supply chain management (GSCM) practices in response to institutional pressures influences firms' relationships with key stakeholders and the resulting implications for environmental competitive advantage. In addition, it analyzes the moderating role of B2B market characteristics in the relationship between institutional pressures and GSCM adoption. Design/methodology/approach Theoretical argumentation and hipothesis developments. A sample was taken from the high performance manufacturing (HPM) project, which included 330 manufacturing plants across 16 countries. The partial least squares structural equation modelling (PLS-SEM) technique was used to test the hypotheses. Findings Empirical findings shows that supplier collaboration helps companies address institutional pressures and build legitimacy through reinforced stakeholder relationships, thereby gaining a competitive advantage. Although B2B market moderating effect varies by pressure and practice, achieving competitiveness through GSCM practices is independent of market segment. Originality/value The original contribution of this study lies in its comprehensive exploration of the interplay among institutional pressures, GSCM practices, and environmental competitive advantage, while considering how the B2B market context shapes this dynamic. Furthermore, incorporating stakeholder relationships as a mediator between GSCM practices and competitive advantage, this study offers evidence that building stakeholder relationships around environmental legitimacy serves as a key source of competitiveness.