Overcoming barriers
behavioral determinants of sustainable practices in MSME supply chain management
DOI:
https://doi.org/10.14488/BJOPM.2880.2025Keywords:
Sustainability, MSMEs, Sustainable Supply Chain Management, Theory of Planned Behavior, Norm Activation ModelAbstract
Goal: This study examines how cognitive evaluations and moral norms jointly shape Indonesian MSMEs’ intentions to implement Sustainable Supply Chain Management (SSCM) by integrating the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM).
Design / Methodology / Approach: A quantitative explanatory design was applied using data from 219 MSME owners involved in supply chain decision-making. Structural Equation Modeling (SmartPLS 4.0) was used to assess reliability, validity, and predictive accuracy.
Results: Environmental Knowledge significantly enhanced Attitude, Subjective Norms, and Perceived Behavioral Control. Awareness of Consequences strongly influenced Ascription of Responsibility and Personal Norms, and Personal Norms were the most dominant predictor of Behavioral Intention. The link between Subjective Norms and Personal Norms was insignificant, indicating that social expectations do not easily translate into moral commitment within MSMEs.
Limitations of the Investigation: The model excludes macro-level and institutional variables, and the single-province sample restricts generalizability.
Practical Implications: Interventions should emphasize applied environmental knowledge, strengthened moral responsibility, and capacity building that supports MSMEs in operationalizing SSCM intentions.
Originality / Value: This study provides one of the first empirical applications of an integrated TPB–NAM framework in the MSME supply chain context. Unlike prior sustainability research, no existing study has tested this combined model specifically in MSME-based supply chains. The findings contribute theoretically by demonstrating that TPB–NAM interactions in small enterprises are not linear, particularly in the weak internalization of social norms.
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