IMPACT OF SUSTAINABLE SUPPLY CHAIN PRACTICES ON CUSTOMER SATISFACTION: THE MODERATING ROLE OF EMOTIONAL AFFINITY

Abstract

This research aims to explore the impact of Sustainable Supply Chain Management (SSCM) on customer satisfaction, with a special focus on the moderating role of customer’s emotional affinity towards nature. Drawing on a comprehensive review of literature our results reveal a positive relationship between SSCM practices and customer satisfaction. Other than this, our study reveals the influence of emotional affinity, shows that customers with a strong connection to nature exhibit an amplified positive response to green supply chain initiatives and with showing more satisfaction. The results show that emotional bonds with nature play an important role in developing customer perceptions of sustainable supply chain practices. Businesses that aim to increase customer satisfaction through sustainable supply management should consider green strategies that resonate with customers on an emotional level. This may involve integrating nature-centric messaging, emphasizing the environmental impact of supply chain practices, and encouraging customer participation in sustainability efforts. While these results provide valuable insights for businesses and policymakers, acknowledging the limitations of this study is crucial. Further research is warranted to explore the generalizability of these findings across diverse industries and cultural contexts. This research contributes to the evolving discourse on sustainable business practices by emphasizing the interconnected dynamics of SSCM, emotional affinity, and customer satisfaction. Ultimately, the study offers actionable insights for businesses seeking to navigate the intersection of environmental responsibility and customer expectations in the contemporary marketplace.