Title: Green supply chain initiatives in brand building - an Indian perspective

Authors: Sangeeta Trott

Addresses: ITM-SIA Business School, P-88, MIDC, Dombivli Gymkhana Road, Near, Balaji Mandir, Sagarli, Dombivli (East)-421203, Mumbai, India

Abstract: Green initiatives has become the most potent tool in the hands of companies. The objective of the paper is to get an overview of green supply chain practices in various companies in India. Another objective is to understand the contribution of green supply chain in brand building in India. The study is conducted across 20 different companies in India from various sectors (via automobile, FMCG, chemical and textile) drawn on the basis of random sampling method. This paper makes use of both primary and secondary data. Primary data is collected through survey method via telephonic interview and mailed questionnaire and secondary data is collected from published sources. The results of the study indicate that green supply chain initiatives can prove to be the most potent tool for brand building. The paper provides practical explanation on the Indian front that implementation of green supply chain initiatives can help to build the brand.

Keywords: green supply chain initiatives; brand building; Indian scenario; greener country; greener planet; brand equity; motivating factors; government regulations; enabling industry; potent tool.

DOI: 10.1504/IJBIR.2017.083539

International Journal of Business Innovation and Research, 2017 Vol.13 No.2, pp.222 - 237

Received: 12 Mar 2015
Accepted: 02 May 2015
Published online: 10 Apr 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article