In the heart of the Middle East, a groundbreaking study is reshaping how industries approach sustainability, offering a roadmap for emerging economies to integrate green innovation and supply chain management. Led by Lana Freihat, a researcher from Brunel University of London, this work is not just academic—it’s a practical guide for businesses grappling with limited resources and institutional constraints.
Freihat’s research, published in *Cleaner Logistics and Supply Chain* (translated to English as “Cleaner Logistics and Supply Chain”), tackles a pressing paradox: how can industries in resource-constrained environments adopt sustainable practices without compromising growth? The answer lies in a novel framework that combines green innovation (EI) and green supply chain management (GSCM), tailored specifically for emerging economies like Jordan.
The study introduces four key innovations. First, it uses a mixed-methods approach, combining a comprehensive literature review with in-depth case studies to provide both breadth and depth. Second, it presents the first validated measurement framework for EI–GSCM integration in the Middle East. Third, it proposes a theoretical model that blends Resource-Based View, Institutional Theory, and Diffusion of Innovation Theory to explain how these practices can be implemented under constraints. Finally, it offers an SDG-mapping method that directly links sustainable practices to specific UN Sustainable Development Goals (SDGs).
One of the most compelling findings is the importance of green procurement as a starting point. “Green procurement is the most effective entry point for industries looking to go green,” Freihat explains. “We found a 78% adoption rate, which is a strong indicator of its feasibility and impact.”
But the study doesn’t stop at procurement. It highlights the crucial role of Green Human Resource Management (GHRM) as a mediator, with a correlation coefficient of 0.399. “GHRM is not just about hiring green champions; it’s about fostering a culture of sustainability throughout the organization,” Freihat notes.
The research also emphasizes the need for an integrated, rather than sequential, approach to implementation. Total Quality Environmental Management (TQEM) emerges as a strong secondary approach, with a 65% adoption rate. This holistic view is particularly relevant for the energy sector, where sustainability is not just a moral imperative but a commercial one.
So, what does this mean for the future? Freihat’s work offers a practical framework for industries to advance towards the UN’s Sustainable Development Goals, particularly SDG 12, which focuses on responsible consumption and production. By linking specific practices to these goals, the study provides a clear pathway for businesses to contribute to global sustainability efforts while also enhancing their own competitiveness.
Looking ahead, Freihat suggests that future research should explore emerging eco-technologies such as artificial intelligence, blockchain, and smart irrigation systems to further enhance sustainability performance. “The potential is enormous,” she says. “But it’s not just about technology; it’s about integrating these innovations into a holistic framework that works for the unique challenges of emerging economies.”
In a world grappling with climate change and resource scarcity, Freihat’s research offers a beacon of hope. It’s a testament to the power of context-specific solutions and the importance of integrating sustainability into the very fabric of business operations. As industries in the Middle East and beyond look to the future, this study provides a roadmap for sustainable transformation, proving that going green is not just good for the planet—it’s good for business.