The effect of environmental orientation on green supply chain management and the moderating role of external environment pressure

In this study, the effect of environmental orientation on green supply chain management practices and the regulatory role of external pressure elements in this interaction were examined. In this context, the data obtained from 159 enterprises operating in Turkey and holding ISO 14001 Environmental Management System Certificate, were analyzed with the developed structural equation model. As a result of the analysis; it has been determined that the environmental orientation, which consists of internal and external environmental orientation, has a positive effect on green purchasing, green production, green distribution, green packaging, and reverse logistics applications, which are among the green supply chain management applications. In addition, it has been found that external pressure factors such as customer pressure, NGO pressure, social media pressure, legislation and law pressure, and counterfeit pressure have a regulatory role in the effect of environmental orientation on green supply chain management practices.