Erkan Duzgun
ABSTRACT This study explores the drivers of Green Supply Chain Management (GSCM) adoption and sustainability outcomes in logistics firms across Vietnam and Türkiye—two emerging economies with contrasting institutional contexts. Using survey data from 273 respondents combined with follow‐up interviews, we integrate quantitative and qualitative insights to provide a context‐rich understanding of GSCM practices. Findings show that internal capabilities and stakeholder collaboration are key drivers of GSCM adoption, while robust internal resources and the implementation of green practices significantly enhance sustainability performance. Importantly, the study refines dominant GSCM theories by demonstrating that institutional pressure—often assumed to be a universal driver—becomes context‐dependent and may lose explanatory power under weak enforcement conditions. In contrast, weak institutional enforcement limits the direct impact of external pressures, highlighting the need for stronger regulatory frameworks. The study emphasizes that internal capabilities, rather than external pressures alone, are essential for aligning sustainability initiatives with competitive strategy. Practical implications include investing in digitalization, workforce training, and green technologies, while policymakers should foster collaboration platforms and enforce supportive regulations to drive sustainable business strategies in resource‐constrained economies.