Does environmental proactivity make a difference? The critical roles of green operations and collaboration in GSCM

Purpose: This paper aims to examine the complex links between environmental proactivity, collaboration with suppliers and customers, green operations and firm performance. Design/methodology/approach: Based on a sample of 208 US companies, five main effects and two mediation effects were tested using structural equation modeling analysis. Findings: This study reveals that environmental proactivity exerts positive effects on green operations and that collaboration mediates the above relationship. Further, green operations are a powerful driver of a firm’s economic and environmental performance. Findings also demonstrate the critical mediating role of green operations in linking collaboration with performance. Research limitations/implications: This research contributes to a scholarly debate by offering novel insights into the extent to which proactivity improves firm performance may be influenced by multiple supply chain practices. To managers, this study highlights the strategic value of environmental proactivity as it fosters collaboration and green operations in boosting a firm’s environmental and economic performance. Originality/value: This study addresses a gap in the literature by investigating the links between environmental proactivity, collaboration, green operations and corporate performance.