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Green Management Orientation in the Supply Chain of the Apparel Industry


R. A. D. Dillanjani Weeratunge ,

University of Kelaniya, LK
About R. A. D. Dillanjani
DBA Learning Partner
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Renuka Herath,

University of Kelaniya, LK
About Renuka
Department of Marketing Management
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Susima Weligamage

University of Sri Jayewardenepura, LK
About Susima
Department of Commerce & Finance
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The green management orientation practices in supply chain are examined in terms of how green practices improve the supply chain, what is the current nature of supply chain and why green orientation is poor in supply chain. A multi-case study approach is employed based on seven apparel manufactures in Sri Lanka. Cross-case analysis highlights the water, energy, earth conservative practices followed by apparel companies. A key factor identified that has not been highlighted in the literature is green management orientation initiatives in the supply chain which intensifies the development of environmental sustainability. There is a knowledge gap in the existing supply chain literature, especially on sustainable practices followed by manufacturing industries. This study adds to the literature on green supply chain management by identifying the effects of Green Management Orientation (GMO) practices. The concept of green initiatives for apparel manufacturers is discussed. The factors that contribute to green sustainability development are zero land filling, rain water harvesting, sludge drying, reduce CO2 omission and make polyester yarn from recycling pet bottles. Further, three main themes are developed on what are factors affect to the green management orientation involvement in the supply chain. This paper responds recent calls for greater scrutiny of why and how firms decouple with green practices and supports the development of the literature specially on environment sustainability. The findings have implications for the diffusion of green practices into supply chain. Used the purposive sampling method for data collection.

How to Cite: Weeratunge, R.A.D.D., Herath, R. and Weligamage, S., 2022. Green Management Orientation in the Supply Chain of the Apparel Industry. Sri Lanka Journal of Marketing, 8, pp.38–60. DOI:
Published on 08 Aug 2022.
Peer Reviewed


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