Analysing the institutional pressures on shippers and logistics service providers to implement green supply chain management practices

This paper applies institutional theory to analyse the institutional pressures (regulatory, market, competitive) experienced by two actors within supply chains: shippers (i.e. logistics buyers) and logistics service providers (LSPs). Both actors are subject to institutional pressures to adopt green supply chain management practices, which could drive shippers to purchase green logistics services from LSPs, and LSPs to provide them. Also, the two actors are influenced by various factors that moderate the level of pressures on them and the responses they undertake. This study examines these pressures and moderators in detail to analyse how they influence green logistics purchasing/providing decisions. Empirical data were obtained from eight individual cases of three shippers and five LSPs. Accordingly, we compare these pressures and moderators based on the actors' different roles in the supply chain. The findings aim to contribute to advancing the theory through (i) incorporating the roles of the moderating factors and (ii) providing further applications within specific shipper-LSP contexts. Further, this paper aims to assist managers within shipper and LSP organisations by demonstrating how their firm and market characteristics moderate the pressures exerted on them to buy or provide green logistics services, while providing insights on issues influencing their responsiveness.