Associating the motivation with the practices of firms going green: the moderator role of environmental uncertainty

Purpose This study aims to explore the moderation effect of environment uncertainties (supply, competition and demand) in the relationship between a firm’s drivers (internal and external) and practices (purchasing, design and manufacturing, logistics and internal management) when going green. Design/methodology/approach The questionnaire survey was utilized in this study. The survey was distributed to 981 electronic manufacturing companies, with 174 valid responses collected (a response rate of 17.74 per cent). Confirmatory factor analysis and regression models were then conducted to test the result. Findings The result indicates that both the internal and external drivers have significant influence on the adoption of green-related practices when firms go green. It is further confirmed that the practice of green purchasing is significantly influenced by the moderator of environmental uncertainty. Moreover, supply uncertainty has the most significant influence on numerous green practices, such as green purchasing, internal management and green logistics. Originality/value This paper measures the drivers, practices and environmental uncertainty of firms going green from multiple perspectives. It provides guidance to practitioners on how to choose appropriate practices in accordance with the uncertainties they are facing.