The Role of Green Supply Chain Practices: Exploring Customer Preferences and Perception in Marketing Sustainability

This research investigates the role that green supply chain management practices (GSCM) have on corporate sustainability performance relative to the DS Group. As organizational sustainability is becoming a pillar of brand positioning in today’s corporate environment, organizations are taking to Green Supply Chain Management (GSCM) to address environmental practices. The research suggests that full green supply management practices are the basis for long-term sustainability. The DS Group is inextricably caught up with sustainable practices, i.e., water-management initiatives, renewable energy, and sustainable packaging. There is also movement to sustainability as a performance breakthrough from sustainability as a compliance tool as a brand differentiator. The results further suggest that organizations should exercise the desire to integrate sustainability across the value chain if they want to grow brand equity and have a competitive edge. There will always be challenges/limits practicing green branding, as indicated by experts highlighted the risks of misalignment and the fact that investing in short-term costs may be necessary.