Sustainable Supply Chain Practices and Customer Loyalty in Vietnam

Purpose: The aim of the study was to assess the sustainable supply chain practices and customer loyalty in Vietnam. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Companies that prioritize environmental and social responsibility within their supply chains tend to foster greater customer trust and satisfaction. Sustainable practices, such as reducing carbon footprints, ensuring fair labor conditions, and minimizing waste, resonate well with increasingly eco-conscious consumers. These efforts not only enhance brand reputation but also differentiate companies in competitive markets, leading to stronger customer retention and loyalty. Moreover, transparent communication about sustainability initiatives helps build a deeper connection with customers, who are more likely to support and remain loyal to brands that align with their values. In essence, integrating sustainability into supply chain management is not only beneficial for the environment and society but also a strategic advantage in cultivating and maintaining a loyal customer base. Implications to Theory, Practice and Policy: Stakeholder theory, social exchange theory and resource-based view may be used to anchor future studies on assessing the sustainable supply chain practices and customer loyalty in Vietnam. In practice, businesses can contribute by adopting a holistic approach to sustainability within their supply chains. This involves integrating environmental, social, and economic considerations into their strategies. On the policy front, advocating for regulatory frameworks and standards that promote sustainable practices is essential.