Green strategies and relationship maintenance: a network evolution perspective

Abstract

Purpose

Along with the important impact of green strategies on firm survival and performance improvement, its dark side likewise requires attention. By integrating network evolution theory with the literature on green supply chain management, this study proposes a theoretical framework consisting of green strategies, network conduct (cooperation length), network structure (structural holes) and relationship maintenance. The purpose of this study is to indicate how green strategies can affect relationship maintenance on the basis of a network evolution perspective, and demonstrate how this effect can be influenced by cooperation length and structural holes.

Design/methodology/approach

Based on a sample of 122 matched pairs of the upstream and downstream supply chain from the Chinese paper-making industry, which is in urgent requirement of green strategies due to high pollution and resource consumption.

Findings

This study theoretically and empirically indicates that green strategies may have a positive impact on relationship maintenance. In addition, this effect can be positively moderated by cooperation length, but negatively moderated by structural holes.

Originality/value

This study uncovers the impact of green strategies on relationship maintenance by proposing a network evolution perspective, which could solve its conflicting effects in a specific context and move extant research a step forward.

Citation

Han, P., Wang, H. and Fan, P. (2022), "Green strategies and relationship maintenance: a network evolution perspective", Journal of Business & Industrial Marketing, Vol. 37 No. 7, pp. 1422-1431. https://doi.org/10.1108/JBIM-03-2020-0152