Role of Customer Relationship Governance in Relationship between Green Supply Chain Management and Environmental and Economic Performance of Enterprises (Case Study: Shiraz Industrial Town Companies)

Communication and collaboration with customers to achieve performance improvement through Green Supply Chain Management practices are essential. This research was conducted to investigate the role of customer relationship goverance in the relationship between green supply chain management and environmental and economic performance of the company in Shiraz industrial towns.

Methodologically, this research is a correlation research. To measure the variables of the research, Zhou et al.'s questionnaire was used. The statistical population of this research is all managers and experts of Shiraz industrial city. The questionnaire was distributed randomly among managers and experts of Shiraz industrial towns and 205 questionnaires were selected for statistical analysis. In order to investigate the research hypotheses using Smart-PLS software, structural equation analysis and path analysis using partial least squares (PLS) were used.According to the results of the path coefficient and t statistics, Customer relational governance correlates the relationship between green supply chain management and the company's environmental and economic performance. Also, considering the path coefficient, it can be said that the effect of green supply chain management on the environmental and economic performance of the company is positive and significant due to the mediating role of customer relationship management, since the path coefficient is positive.

The results of the research show that Customer relational governance moderates and mediates the relationship between green supply chain management and environmental and economic performance of the company. Therefore, the efforts of companies to utilize green supply chain management to improve their environmental and economic performance are crucial for intelligent and informed choices for the proper development of customer relationship management mechanisms.