Abstract:
Purpose: The current study aims to analyze the relationship between sustainable SCM
practices and reverse logistics with the effect on overall firm performance.
Methodology & Design: The current research uses quantitative research method to collect
data and to measure the aspects of the. research framework a questionnaire was designed
which was constructed a Likert-scale.
Findings: The present study's findings demonstrate RL's significant impact on GP and GPR.
The results further showed a significant positive impact of ERSO on others and likewise
ERSI on RL and GPR.
Limitations: The fundamental limitation ofthe current study is that it utilizes data from only
one city. Moreover, another limitation is that the present study only emphasises on firm's
strategic orientation (eco-reputation and eco-innovation): however, the study did not intend
to comprehend the behaviour of stakeholders.
Recommendations: It is
endeavoring to support sustainable supply chain network drives ought not to ignore the
significance of eco-reputation and eco-innovation strategic orientations, which the results of
the present study recognise as significant empowering enablers.
