This paper explores the role of supply chain position on environmental and social performance and their subsequent relationship to financial performance by analysing 290 European manufacturing and trading firms. Previous research has suggested that end consumer proximity increases the level of sustainable practices due to chain liability effect. However, findings reveal that retailers and wholesalers have lower environmental and social performance than firms further upstream, which supports the existence of green and social bullwhip effect. Environmental performance is negatively and social performance is positively related to financial performance. Performance gains also vary across tiers.