Advancing Green Supply Chain Practices in B2C E-Commerce

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IJEP 44(6): 542-552 : Vol. 44 Issue. 6 (June 2024)

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B. Shreepathy Ranga Bhatta1, Dasharathraj K. Shetty2*, Lewlyn L.R. Rodrigues3 and Sandeep S. Shenoy3

1. Manipal Academy of Higher Education (MAHE), Department of Humanities and Management, Manipal Institute of Technology, Manipal – 576 104, Karnataka, India
2. Manipal Academy of Higher Education (MAHE), Department of Data Science and Computer Applications, Manipal Institute of Technology, Manipal – 576 104, Karnataka, India
3. Manipal Academy of Higher Education (MAHE), Department of Commerce, Manipal – 576 104, Karnataka, India

Abstract

Business-to-consumer (B2C) e-commerce prioritizes green supply chain practices (GSCP) to improve environmental sustainability and meet demand for green products. Even with advances, a deep awareness of the research landscape and prospects for the future is needed. This study examines B2C e-commerce green supply chain practices using a comprehensive literature review and criteria for inclusion and exclusion. The findings highlight green supply chain tactics, including ethical procurement, environmentally friendly operations and eco-friendly packaging, which lower carbon footprints and boost market standing. However, these projects face organizational, financial, technological and regulatory obstacles. Looking ahead, stakeholder participation, multidisciplinary approaches, policy ramifications and research methodology improvements are needed to sustain the sector. According to the analysis, green supply chain practices in B2C e-commerce have a bright future for sustainability and corporate success. Future explorations should innovate methods and engage diverse stakeholders to increase green supply chain uptake.

Keywords

B2C e-commerce, Sustainability, Green supply chain, Research agenda

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