Customer pressure does significantly and positively influences
firms' adoption of green purchasing. This result is consistent with the
findings of previous studies that customer pressure derives from
customers' decisions to implement green programs, customers'
seeking green suppliers, and increased customers' awareness of
green issues. Empirical observations demonstrate that buying firms
requiring suppliers to proceed with green activities and to provide
green products also pushes suppliers to require the same from their
suppliers. Customer initiatives can help drive green purchasing
activities by supply chain members. Thus, the implementation of
green purchasing in the Taiwan electronics industries should focus on
and begin from downstream customers.