Investigating the effect of announcing participation in green supply chain programs on the company's market share with emphasis on the role of customer pressure

This research was conducted to measure the role of customer pressure on the reaction of the company's market share to the announcement of participation in green supply chain programs. The data used in this research is the financial information of companies that were present in the stock market during the years 1382 to 1392 and did not leave it. The research data were analyzed by preparing control charts and estimating logistic and linear regression models, and the research results indicated that the type of industry as a measure of customer pressure has an effect on the participation of companies in green supply chain management. The participation of companies in green supply chain management leads to a decrease in their stock prices. Also, the results showed that in non-intermediate industries, where the pressure from customers on the announcement of the company's participation is greater, the announcement of the company's participation in the green supply chain activities will have a less reducing effect on its stock price.