Greening the Chain: How Top Management Commitment Shapes Firm Sustainability

The primary focus of this research is to determine the impact of green supply chain management practices (green purchasing, green manufacturing, green packaging, green distribution, and green marketing) on a firm’s sustainability with the moderating impact of top management commitment. Manufacturing industries (Fertilizers and food) were used for data collection. Data was collected through e-mail questionnaires. The study applied a quantitative approach to data analysis. The research study results showed that the direct impact of green purchasing, green manufacturing, and green packaging was significant on a firm’s sustainability. Still, the direct impact of green distribution and marketing on a firm’s sustainability was insignificant. On the other hand, top management commitment significantly moderates the relationship between green manufacturing and a firm’s sustainability, as well as green packaging and a firm’s sustainability. However, top management commitment did not moderate the connection between green purchasing and the firm’s sustainability, green distribution and sustainability, and green marketing and the firm’s sustainability.