GREENING THE INDIAN PHARMACEUTICAL SUPPLY CHAIN: A STEP TOWARDS SUSTAINABILITY

Environmental management is becoming the need of the hour due to rising pollution and environmental hazards. Incorporating green thinking into an organization will not serve the purpose in entirety. Therefore, we need to move towards greening the entire supply chain, here termed as Green supply chain management (GSCM). Adopting green supply chain management practices has been argued to enhance the environmental performance of many organizations, but its impact on the performance of the entire supply chain has not been studied so far in the context of the Indian pharmaceutical industry. The current study aims to identify the impact of GSCM practices on supply chain performance (SCP) and its ability to gain sustainable competitive advantage (SCA) and the mediating role of SCA on GSCM and SCP. For this, Structural Equation Modelling is applied using AMOS version 24. The results demonstrate a positive relationship between GSCM and SCA and SCP. This can prove beneficial to the managers of the pharmaceutical industry to justify the investments made in environmental initiatives and motivate them to voluntarily accept their responsibility towards the environment and society at large.