Top Management, Green Innovations, and the Mediating Effect of Customer Cooperation in Green Supply Chains | Zendy

Umar Burki | Zendy; Pervin Ersoy | Zendy; Usama Najam | Zendy

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Top Management, Green Innovations, and the Mediating Effect of Customer Cooperation in Green Supply Chains

Author(s) -

Umar Burki,

Pervin Ersoy,

Usama Najam

Publication year - 2019

Publication title -

sustainability

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.612

H-Index - 85

ISSN - 2071-1050

DOI - 10.3390/su11041031

Subject(s) - business , supply chain , customer relationship management , supply chain management , marketing , industrial organization , customer retention , customer to customer , customer advocacy , process management , service quality , service (business)

This study examines the mediating role of customer cooperation in green supply chain relationships. Employing 181 manufacturer–customer relationships, we test the mediating effect of customer cooperation on the process and managerial innovations. As proposed, customer cooperation positively mediates the relationship between top management commitment and process innovation. However, customer cooperation fails to mediate the relationship between top management commitment and managerial innovation. The findings suggest that the magnitude of customer cooperation increases the adoption of green innovations between supply chain partners to mitigate the negative impact on the environment. Furthermore, customer cooperation enforces a sense of mutuality between supply chain partners to diminish the impact of carbon footprint.

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