Green supply chain management in Thai service organizations

Purpose This study aims to critically examine the implementation of green supply chain management (GSCM) practices in service organizations in Thailand. Design/methodology/approach This study observed 17 service organizations in the private, government, state and non-profit sectors. The multiple case study method was used, including semi-structured interviews, observations and documentation. The data were analyzed using content and thematic analysis methods. Abductive reasoning was used to explain new findings that do not align with prior theories. Findings A total of 13 of the 17 cases studied had environmental management systems (EMS). Four were GSCM-proactive and moving toward sustainable sufficiency by involving nearby communities in their service delivery. Although regulations and policies from their head offices were key pressures, leaders with high commitment and eco-awareness achieved outstanding success. Instances of greenwashing and fraud were evident among four non-adopters, one of whom was an environmental regulator. Research limitations/implications This study acknowledges that leader commitment and high eco-awareness are the most powerful factors. However, the limited timeframe did not allow a deeper exploration of how to create a socially responsible leader. While the openness of information was evident from the best practitioners, non-adopters did not share any eco-certification or reports. They did not allow the researcher to contact other potential respondents apart from the arranged interview sessions. However, correct data were obtained when the answers were contradictory and one(s) told the truth. Practical implications A sustainable and sufficient service supply chain model and new equation were proposed, embracing stakeholders such as society, regulators and employees. Recommended practical strategies include green procurement, reduced utility use and reverse logistics (3Rs and 5Ss). Originality/value In the GSCM theory, while the manufacturing sector focuses on economics and the environment, green practices in the service sector address social concerns. This study establishes connections between four concepts: EMS-founded GSCM, leading to repeated use of materials in a circular economy (CE). CE is thus the pathway to reducing consumption and achieving real happiness through a sufficiency economy philosophy (SEP).