At a first glance, this study has revealed a still limited adoption of GSCP among the examined 3PLs, sometimes oriented to a mere compliance with environmental regulations or, in some other cases, driven by economic gains, accordingly with previous contributions (Colicchia et al., 2010). While some players have shown a pro‐active attitude, others seem to be more reactive and look at competitors, thus to understand what to do, and how, in terms of GSCP. Moreover, the adoption of GSCP does not seem to be grounded on the search for competitive advantage based on eco‐sustainability, possibly because of a still scarce customers' interest or low “green” awareness that prevent them from perceiving a green 3PL as better compared to other “non‐green” 3PLs. However, our conclusion from the interviews is that companies started perceiving GSCM as a critical issue, feeling a need to become somehow “green”. This suggests a need to understand the actual effectiveness of GSCP and to measure the effects of GSCP and the overall “green” performance, i.e. by means of an appropriate set of indicators. This could lead companies to a higher awareness of what has been achieved – and how – in terms of GSCP (i.e. from an internal perspective). This could also result in a common methodology to be used by both customers to have a clearer understanding of who is “green”, and 3PLs themselves for evaluating suppliers and competitors in terms of their “green” performance (i.e. from an external perspective).