Given these increasing
pressures regarding environmental sustainability, firms are likely to
implement thoroughly planned strategies to reduce their environmental
footprints in purchasing, manufacturing, and marketing
products and services .
Studies examining the importance of environmental issues identify the consumer motivations underlying pro-environmental
behaviors and explain the relationship between cognitive or motivational
factors and environmentally conscious behaviors Research on corporate environmental
management advances. Firm environmental and green activities can drive
competitive advantages, boost financial and manufacturing performance,
and realize profit and market share objectives. However, a critical issue is inducing firm green
activities, particularly purchasing function, since the purchasing function
represents a firm's gate-keeper behavior which may be a
more powerful agent of change than any other corporate function