Governance mechanisms and green customer integration in China: The joint effect of power and environmental uncertainty

Drawing on transaction cost economics and social exchange theory, we explore the impact of governance mechanisms green customer integration moderating effects power environmental uncertainty. Using data from 206 Chinese manufacturers, can show that both contractual control relational norms facilitate integration. Interestingly, promotional are undermined if manufacturers exert mediated power. Furthermore, weakened effect relationship between is strengthened by demand Conversely, non-mediated norms–green uncertainty as well technological This study extends current supply chain research revealing antecedent to in emerging markets, perspective interfirm management. also contributes theory how effectiveness varies under different types