RELATIONSHIP BETWEEN SUSTAINABLE SCM PRACTICES AND REVERSE LOGISTICS: CASE OF FMCG SECTOR OF KARACHI”

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.