GREEN SUPPLY CHAIN MANAGEMENT AND FIRM PERFORMANCE IN E-COMMERCE ENTERPRISES

Drawing on the resource - based view and natural resource - based view, this study examines how green supply chain management practices influence the performance of e - Commerce enterprises. This study conceptualizes green supply chain management through five di mensions: intra - organizational environmental management, product eco - design, green supplier integration, green customer cooperation, and reverse logistics. The study further investigates the role of environmental performance in improving operational, econo mic, and social performance. Using a quantitative approach with partial least squares structural equation modeling, the study collected survey data from 162 managers and employees in e - Commerce enterprises. The results indicate that all five dimensions of green supply chain management practices positively affect environmental performance. Environmental performance subsequently enhances operational, economic, and social performance, while operational performance significantly and positively affects economic performance. However, social performance does not directly affect economic performance. The study contributes to theory by extending the resource - based view and natural resource - based view to the underexplored e - Commerce context. The results also suggest t hat e - Commerce enterprises should invest in eco - design, environmental management systems, supplier collaboration, customer engagement, and reverse - logistics capabilities to improve sustainability and competitiveness.