Adoption of green supply chain management in developing countries: role of consumer cooperation, eco-design, and green marketing.

This study investigates the influence of consumer cooperation, eco-design, and green marketing on the adoption of green supply chain management in developing countries. The mediating role of innovation in this relationship is also examined. A survey method was employed, using a questionnaire adapted from previous studies. The sample comprised 250 respondents who were employees of small and medium size and multinational manufacturing industries in Bangladesh. Smart partial least squares (PLS) are currently being used for data analysis, while PLS-structural equation modeling is being employed to assess measurement and structural models. The findings reveal that consumer cooperation, eco-design, and green marketing significantly affect innovation. Furthermore, innovation acts as a mediator between these variables and the adoption of green supply chain management. This study identifies green supply chain management practices that have the potential to enhance organizational performance and motivate companies to implement strategic and operational changes, leading to significant economic, social, and environmental impacts. The research holds significant importance for emerging economies and green supply chain adoption considering the constraints at both organizational and government levels. It provides a framework for a synergistic combination of asset-based elements, innovation, and green supply chain management, benefiting small and medium size organization, multinational corporations, and the supply chain sector in achieving sustainable development goals. The implications of this study extend to supervisors and managers in the corporate world, assisting them in making informed decisions. By expanding the existing literature on the consumer cooperation, eco-design, and green marketing model to include green supply chain management, this study contributes to the field. However, it should be noted that the findings and recommendations may be influenced by contextual factors, and therefore, future research should explore other countries to identify regional and specific sectors, enabling a broader perspective and comparisons as well as green related aspects and performances.