Do Green Practices and Pro-Environmental Behaviour Authenticate CSR Talk-Action to achieve Sustainability? Evidence from Pakistani Manufacturing Sector

Abstract

In the present environment, organizations are introducing the concept of sustainability through green supply chain practices. The reason is that green supply chain practices are viewed as the provenance of sustainable performance and ensure the CSR motives of the firm which they tend to share with internal and external stakeholders. However, the successful implementation of green practices requires organizational commitment and organizational citizenship behavior. Thereby, the study introduces a holistic framework that not only aims to scrutinize the relationship between CSR motives and sustainable performance but also highlights the essential role of green supply chain practices and organizational citizenship behavior as a mediator. Moreover, the study also introduces the moderating role of organizational commitment on the relationship between green supply chain and sustainable performance. Data, in this regard, was collected from manufacturing employees of Pakistan and PLS methodology was used to assess measurement and structural model. Empirical findings reveal that CSR motives have no significant impact on sustainable performance, while in the presence of a green supply chain as a mediator, the relationship becomes significant. Interestingly, results reveal that OCB does not mediate the relationship between green supply chain practices and sustainable performance, however, organizational commitment as a potential moderator strengthens the relationship of GSCP with sustainable performance. Contradictory findings open new avenues for researchers and also provide an empirical baseline to shape organizational policies in order to achieve sustainable performance.