GREEN SUPPLY CHAIN MANAGEMENT AND CUSTOMER SATISFACTION: A STRATEGIC IMPERATIVE FOR SUSTAINABLE BUSINESS

Navneet Kumar; Shivani Dokhoria

doi:10.29121/shodhkosh.v4.i2.2023.4514

Authors

Navneet Kumar Research Scholar, Department of Commerce, Faculty of Commerce and Business, Delhi School of Economics, University of Delhi, India.
Shivani Dokhoria Research Scholar, Department of Commerce, Faculty of Commerce and Business, Delhi School of Economics, University of Delhi, India.

DOI:

https://doi.org/10.29121/shodhkosh.v4.i2.2023.4514

Keywords:

Green Supply Chain Management, Customer Satisfaction, Sustainability Transparency, Value-Driven Purchasing, Technology In Gscm

Abstract [English]

Green Supply Chain Management (GSCM) has emerged as a key driver of customer satisfaction in today's sustainability-focused business environment. As consumers increasingly prioritize eco-friendly products and ethical business practices, companies integrating GSCM strategies gain a competitive advantage. This paper examines how sustainable sourcing, eco-friendly packaging, and carbon footprint reduction influence customer perceptions and behaviors. Additionally, it explores the challenges businesses face, such as balancing sustainability with operational efficiency and overcoming greenwashing skepticism. The role of technology, including AI and blockchain, in enhancing transparency and verifying sustainability claims is also discussed. Finally, the paper highlights gaps in existing research and suggests future directions for a more consumer-driven and sustainable supply chain.

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