Green supply chain and market orientation: Catalysts for sustainable green knowledge management

Abstract

The purpose of this study is to concurrently test the effect of green market orientation and green supply chain management on establishing green knowledge management among Malaysian manufacturing companies. To empirically test the model, the authors developed quantitative research by collecting data from 115 manufacturing organisations operating in Malaysia. Partial least squares structural equation modelling was used to analyse the data. The results of the study reveal that green market orientation has a significant and direct positive effect on green knowledge management. Equally, green supply chain management has a direct positive and significant effect on green knowledge management. The findings of this study provide insights for practitioners, academia, and policymakers on how to use the selected variables to improve the sustainability performance of organisations.