Due to growing awareness about environment protection, firms are forced to implement environmental practices to enhance their green image. In recent times, academicians and practitioners have shown interest in green marketing and green supply chain management (GSCM). Fields of green branding and sustainability have seen special interest from different business disciplines including information management, marketing, supply chain management, etc. Due to economical and ecological impact, there is a growing concern for the environment and related critical issues. Pressure on the environment is dynamic and diverse, and demands new levels of accountability, financial commitment and supply chain capabilities. Indian manufacturing industries have started adopting green concepts in their supply chain management giving special attention to environmental issues based on pressures from different directions, e.g. customer pressure, government regulations etc. Yet, industries struggle hard to identify essential pressures for implementation of GSCM. This work focuses mainly on identifying such pressures for implementation of GSCM. Initially 65 pressures were identified through detailed literature and categorised into six groups. Then common acceptable pressures were identified through a questionnaire survey from different industrial sectors in Phase 1. Finally, essential pressures are prioritised with the help of analytic hierarchy process in Phase 2.
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