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Turning motivation into action: A strategic orientation model for green supply chain managementThis study examines the key motivations for a firm to adopt green supply chain management (GSCM) strategic orientation, and the mechanisms that subsequently influence GSCM practices. Three components of GSCM orientation were examined, i.e. strategic emphasis, management support, and resource commitment. Data were collected from a sample of 296 manufacturing firms in China. The results indicate that the most important motivation is environmental concern, followed by customer requirements, cost saving and competitive pressure, while legal requirements were not a significant factor. The results confirm that strategic orientation plays mediating role between motivations and the actual practices. Within the three components of strategic orientation, resource commitment and strategic emphasis have stronger direct impact on practices, whereas the effect of management support on GSCM practices is indirect through resource commitment. This study contributes to the literature by clarifying the key role of strategic orientation in turning GSCM motivations into actions.