“Green” supply chain management: The role of trust and top management in B2B and B2C markets

► We examine the engagement with “green” supply chain management (GSCM) in both the B2B and B2C sector. ► We use a novel data collection approach, which minimises social desirability bias and common source bias, to capture GSCM. ► GSCM is less profound in B2B supply chains compared to B2C supply chains. ► Top management and trust are important facilitators of GSCM in B2B supply chains.