EMPIRICAL INSIGHTS AND STRATEGIC DIRECTIONS OF GREEN LOGISTICS ADOPTION IN REPUBLIC OF MOLDOVA

Objective. The notion of green logistics is witnessing a surge in prominence in the Republic of Moldova, assuming a pivotal role in fostering environmental sustainability while concurrently enhancing economic competitiveness. Notwithstanding the potential benefits of eco-friendly logistics solutions, considerable obstacles are faced in their adoption, especially by small and medium-sized enterprises (SMEs). The present study explores the current implementation of green logistics in Moldova, highlighting the key factors driving its adoption, existing challenges, and strategic measures needed to facilitate further progress in this area. Methodology. The research employs a qualitative approach, integrating policy analysis and case studies to evaluate the influence of external actors, financial constraints, and regulatory frameworks on green logistics implementation. Results. The findings indicate that sustainability initiatives in Moldova are primarily influenced by supply chain leaders, NGOs, and international organisations, rather than by government policies that are poorly enforced. Moreover, financial constraints pose a substantial obstacle to the adoption of energy-efficient technologies and sustainable infrastructure by SMEs. In order to facilitate the transition, it is crucial that co-operation is fostered among policymakers, businesses, and civil society. Key measures to be implemented include the improvement of fiscal incentives, the strengthening of public-private partnerships, and the refinement of regulatory mechanisms to encourage green logistics practices. It is submitted that the alignment of Moldova's logistics sector with EU environmental standards has the potential to engender further enhancement of economic resilience and global market integration. Originality. This study provides a comprehensive evaluation of green logistics adoption in Moldova, emphasising the specific challenges encountered and proposing actionable strategies to address them. By contributing to the broader discourse on sustainable supply chain management in emerging economies, the research presents a roadmap for Moldova's alignment with international sustainability goals.