Investigating the Impact of Institutional Pressure and Market Orientation on the Green Supply Method and Competitive Advantage with the Mediating Role of Managerial Commitment (Case Study: Textile Industry)

The development of human knowledge and ability to increase the exploitation of the environment and its resources, and from another point of view, theconcern about the end of natural resources and the disruption of the balance of the vital processes of the planet, make researchers pay more attention to the environment and its effective factors than before.has done.Paying attention to the environmental aspects along with the traditional supply chain has led to the use of the green supply chain in organizations and production centers. Keeping the human body safe from natural and climatic factors and then highlighting its social and cultural function has made attention to the role of green supply in the textile industry more prominent. Therefore, the aim of the current research is to investigate the effect of institutional pressure and market orientation on the green supply method and competitive advantage with the mediating role of managerial commitment.This research is descriptive-correlation type.The statistical population of thepresent study consists of producers and suppliers of the textile industry; 200members of the sample were randomly selected and the questionnaires were completed. Data were analyzed using SPSS software and partial least squares method and SmartPLS software. were analyzed. Examining the results of this research showed that institutional pressure on market orientation, market orientation on green supply method and managerial commitment, managerial commitment on green supply method and finally green supply method has a significant effect on competitive advantage. And managerial commitment could mediate the relationship between market orientation and green procurement practices.