CUSTOMER PERCEPTION OF TRIPLE BOTTOM LINE IN SUPPLY CHAIN

Abstract

With few defined theories, models, and frameworks, applying sustainability principles to supply chains is still a work in progress. At the very least, there are two key problems that make supply chain sustainability difficult to achieve right now. To begin, there are a variety of context-dependent factors that might aid or hinder progress toward supply chain sustainability. A greater knowledge of how these factors affect supply chain sustainability is required. Second, achieving sustainability necessitates the development of a triple bottom line strategy that improves environmental, economic, and social outcomes. The purpose of this research is to examine the impact of integration of triple bottom line practices in supply chain on customer purchase intension. This project specifically focused on how sustainable supply chain operations with a company can lead to its failure or success when it comes to customer perception of a particular company and their willingness to purchase a particular product or service. This research study involved an in-depth secondary research on the topic followed by a primary research wherein a survey was conducted to understand the customer perception of triple bottom line in supply chain. The findings suggest that customer purchase intentions today are being affected by the product’s impact on environment and society and customers today are getting conscious about their purchases choices and want to move towards environmentally and socially sustainable products. These findings further imply that integration and development of triple bottom line practices in organization and supply chain is something that can help a firm to improve its profits while contributing to the environment and society.