The effect of external pressures and internal motivation on the company's performance with regard to the role of acceptance of green supply chain management in the dairy industry

Despite the interest of prospective managers and researchers, the implementation of green supply chain management in the country's dairy industry has not been satisfactory. The real challenge for the country's managers is to prioritize the implementation of green supply chain management to achieve the best possible advantage in the implementation of green supply chain management in the country's dairy industry. In this paper, the effect of external pressures and internal motivation on the company's performance with respect to the role of acceptance of green supply chain management in the dairy industry. The statistical population of the study is dairy companies in Iran in which 82 managers of the company were analyzed as a sample. The non-probability and available sampling method and data collection tool was a questionnaire. Structural equation modeling and SmartPLS software were used to analyze the data. The research findings show that market pressures and suppliers are effective in accepting green supply chain management in the dairy industry. In addition, it was found that the adoption of green supply chain management in the dairy industry has an impact on environmental, operational and economic performance. However, the effect of controlling pressures on the acceptance of green supply chain management in the dairy industry was not confirmed. The research results highlight the managerial commitment and the key role of suppliers in the successful adoption of green supply chain management