Green Strategies for Circular Economy and Sustainable Supply Chains

ABSTRACT This study examines the role of green strategic alliances in promoting green supply chain integration and a circular economy, and how these factors influence sustainability. A 48‐item questionnaire was developed to explore the proposed relationships and was administered at two different moments, with responses collected from two key respondents. At the end of the second collection moment, 336 valid questionnaires were obtained from a sample of industrial Small and Medium‐sized Enterprises in Portugal. The results show the positive influence of green strategic alliances on green supply chain integration and the circular economy. Additionally, the results show that integrating a circular economy and green supply chain enhances sustainability performance. This study emphasizes the importance of actively managing green strategic alliances to promote green supply chain integration and the circular economy, particularly when sustainability performance is the primary objective. The originality stems from the contributions of Value Creation Theory, which integrates and balances the five key issues of green strategic alliances to develop a successful green strategy and enhance sustainability in the circular economy.