Navigating Sustainability in Supply Chain Management: Assessing the Role of Corporate Communication and Sustainable Supply Chain Practices

ABSTRACT This research has investigated the intricate relationship between sustainable supply chain management practices and corporate communication for sustainability within supply chain contexts. Additionally, it examines the extent to which supplier diversity, supplier collaboration, sustainable product design, and reverse logistics positively impact sustainable supply chain practices. Additionally, it examines the extent to which sustainability reporting, sustainability branding, sustainability engagement, and sustainability transparency positively impact corporate communication for sustainability and to investigate whether perceived corporate social responsibility and perceived supplier sustainability moderate the relationship among the constructs of sustainable supply chain practices, corporate communication for sustainability, and sustainability in supply chain management. This study employed both cross‐sectional and qualitative approaches. The study collected quantitative data using a five‐point Likert scale from 366 respondents in Bangladesh, which were analyzed using Smart PLS‐SEM. The findings highlighted the importance of collaborative relationships with suppliers, environmentally friendly product design, streamlined logistics processes, and transparent communication for advancing sustainability goals within supply chains. Qualitative insights further underscored the importance of effective branding and communication strategies that align with sustainability objectives. While some hypotheses were supported, such as the positive relationship between sustainable practices and sustainability in supply chain management, others, such as the impact of supplier diversity and engagement, warrant further exploration. This research contributes to the broader discourse on sustainable supply chain management by shedding light on the interplay between sustainability practices, corporate communication, and moderating factors, such as perceived corporate social responsibility.