Master of Science in Management

Faculty / School

School of Business Studies (SBS)


Department of Management

Date of Submission

Fall 2022-12


Dr. Rameez Khalid, Associate Professor, Department of Management

Committee Member 1

Dr. Ashar Saleem, Assistant Professor, Department of Management

Committee Member 2

Dr. Muhammad Ayaz, Assistant Professor, Department of Management

Project Type

MS Management Research Project

Access Type

Restricted Access


In today’s highly regulated environment, organizations are constantly striving to gain a competitive edge by adopting green supply chain management (GSCM) strategies to comply with the societal and environmental regulations as well as achieve economic success. Organizations may save cost, improve efficiency, find better suppliers, and attract new customers by implementing green supply chain strategies, all of which can lead to a competitive advantage and profit generation. These procedures are especially critical for supply chains that generate a lot of emissions and waste. However, empirical research on the simultaneous collaboration with suppliers and customers of the firm implementing green supply chain management practices is rather limited.

Therefore, the focal objective of this study is to investigate the moderating roles of supplier collaboration and customer interaction simultaneously on the relationship between the implementation of GSCM practices and firm’s performance.

This study is limited to examining the extent to which Pakistani automobile organizations incorporate GSCM practices and its resultant impact on their performance. The sample population comprised of supply chain personnel from various automobile organizations of Pakistan. A survey questionnaire was distributed online to the said sample and structural equation modeling (SEM) method was performed using Smart PLS 3 to analyze the collected responses and produce results.

It firstly took into consideration the aspect of mutually sharing intricate information and resources between suppliers and manufacturers, followed by examining the aspect of synchronizing their respective objectives, and lastly the aspect of effective communication and joint knowledge creation. Moreover, this study investigated the effect of actively interacting with the customer base on firms’ performance while devising strategies to implement GSCM practices.

The questionnaire's empirical findings revealed that sharing intricate information and resources, and effective communication and joint knowledge creation positively acts as moderators on the relationship between implementation of GSCM practices and firm performance. However, supplier collaboration in terms of synchronization of objectives was found to not aid in positively moderating the relationship between the implementation of GSCM practices and firm performance. This outcome resulted due to lack of trust and mutual understanding prevalent amongst suppliers and manufacturers of developing countries like Pakistan. Furthermore, the findings suggested that the effect of GSCM practices on firm performance will be much stronger when the firms increase their customer interactions and incorporate their feedback during the implementation phase of GSCM practices.

To conclude, this research aims to add to the body of knowledge about the extent to which green supply chain management strategies are implemented in the Pakistani automobile manufacturing organizations. It also supports in the investigation of local supply chain personnel's perceptions of sustainability. Lastly, this research intends to increase industry experts' existing knowledge so that they may focus on creating strong collaborative ties with both upstream and downstream supply chain counterparts while intending to use GSCM practices to boost firm performance.

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