Abstract
The global concerns on sustainable development enhance the public's attention to environmental protection and make the technology-based companies to emphasize customer demand orientation in their green supply chain initiatives. This change makes the supply chain initiatives to consider market demands, transaction costs and institutional pressures. This study tried to clarify the influence of the key factors in transactions costs and institutional pressures on the green supply chain performance toward motivating and improving green supply chain effort. This study uses four technology firms as case study examples to examine current green supply chain practices with a view to assess the key mediating influences of demand-oriented transactions costs and institutional pressures on green supply chain performance and the impacts on companies’ green initiatives and practices. Finally, based on the literature and the case analysis, this study proposed a framework for assessing the impacts of green demand-oriented transaction cost & institutional pressure on supply chain performance.