STUDY ON GREEN SUPPLY CHAIN PRACTICES IN AMAZON INDIA AND CUSTOMER PERCEPTION TOWARDS GREEN PRACTICES

Abstract

Supply chain management can be referred as – ‘a collection of methods for effectively integrating suppliers, manufacturers, warehouses, and retailers to ensure that goods are manufactured and distributed in the appropriate amounts, to the right places, and at the right time, in order to minimize system-wide costs while meeting service level requirements.’ Any company, industry or organization has some supply chain practices. The supply chain includes many functions and activities within and outside the industry, company, or organization. There has been much talk about sustainability and environmental issues in recent decades. Green supply chain management ensures that public and corporate policies are effective in greening their operations, gaining market share, boosting business image and reputation, and increasing earnings. Green supply chain management or commonly known as GSCM, entails integrating environmental and economic goals into the operational plan management. This type of integration reduces the carbon footprint while enhancing financial benefit and efficiency. It is a broader concept that maximizes revenue while minimising environmental effects and improves the social well-being of the different stakeholders involved. Green practises are taken into account at the SC level, including internal practises and inbound and outbound linkages, as well as making room for systemic potential and systemic techniques. The Indian e-commerce business is experiencing a good shift in Indian customers' attitudes about online purchasing. The Indian e-commerce market is expanding, with established e-Businesses like Amazon, Flipkart, Snapdeal, and others and new creative e-Business start-ups such as Grofers Aaramshop.com, and others. Nevertheless, the way Amazon has created a new level of competition, others follow its footsteps. Amazon entered Indian market in 2012 and by 2013, it was functional and since then, it has successfully captured the e-commerce business in India with leaps and bounds. Amazon’s supply chain is one of the remarkable feat in the retail supply chain. The Bezos machine is constantly improving every part of the network to deliver on their goal of customer pleasure – and their aim of being the most prominent and fastest growing retailer. This ambition is also a significant driving element behind the Amazon supply chain's ongoing development. As the retail behemoth has responded v to growth, it has never failed to engage in service development to support and fuel further growth. Amazon's invention rate is fantastic, which makes it challenging for competitors to stay up to its level. The retail colossus has stirred up the supply chain management business, forcing competitors to invest cautiously in their supply chain and eventually making increase their efficiency. It’s fascinating to watch what else Amazon can and will accomplish in the future, from growing the number of fulfilment facilities to extending their delivery fleet, building new technologies, even producing products and following green and sustainable means. Apart from these, consumers in India are now showing their concerns about the environment and moving towards more sustainable products. With the easy availability of the internet, the consumers can quickly get any information onto their screens. They can choose between a number of options available online and continuous curiosity for information regarding what they are buying and what others are buying. It has been observed that customers are gladly paying a slightly higher price for a category of a product if it has been manufactured or delivered to them using greener practices and even encouraging others to do the same. Now, looking at Amazon’s exceptional supply chain practices, there are still a few factors where they are lacking in adapting to greener practices. Although they have a few of these practices already incorporated within their organization, there are a few regions that they are lacking from a customer perspective. As consumers are getting aware of sustainability, they are now willing to contribute in any way possible to move towards more environment-friendly products and services. Amazon has successfully reached almost every region in India; the result of this study indicates that there are few factors they are lacking behind, and seeing the change in consumers buying behavior, moving and adapting few of the greener practices will benefit both.