Wheeling towards sustainability: the nexus of external pressures, green innovation and circular supply chain excellence

PurposeThe study aims to investigate the firm reaction to external pressures and the subsequent transformation to green innovation (GI) and sustainability, leading to an enhanced circular supply chain performance. The research examined the effect of coercive, normative and mimetic pressures on GI within the Indian tire industry context.Design/methodology/approachThe authors have designed a self-administered questionnaire and received 283 responses. Nonresponse bias analysis was conducted first before proceeding to other assumptions such as constant variance and normality. The confirmatory factor analysis was used to check the data's integrity and reliability. The PLS-structural equation modeling (SEM) is used to validate the constructs and test the established hypotheses.FindingsExternal regulatory pressures significantly impact the tire industry's move towards GI. Normative pressures from societal expectations and industry standards, along with mimetic pressures where companies emulate best practices, both drive the industry toward sustainable initiatives. Further, a clear positive relationship emerges between GI and sustainable supply chain practices (SSCP). This shift emphasizes recycling, reusing and reducing waste and showcases the industry's commitment to minimizing its environmental impact.Originality/valueUnlike existing literature that predominantly explores SSCP, the study introduces an integrated framework that intertwines institutional pressures (IP), green innovation (GI), and SSCP to elevate circular supply chain practices (CSCP). The current study highlights the relationships and practical implications within the Indian tire industry.