Purpose Anchored on social exchange theory/transition management theory and seeking to contribute to the study on sustainable business model innovation, the present investigation analyses the difficulties and opportunities faced by a company focused on biomethane production as it develops its supply chain. In that path, we address key issues linked to the structuration of a new and complex operation, including securing financing, accessing agricultural waste, distributing biomethane and manufacturing biomethane-powered trucks. Ultimately, the study aims to provide new and useful knowledge for the development of a more environmentally performant logistics at a business model level. Design/methodology/approach Two factorial scenario-based behavioural experiments were conducted with a total sample of 345 respondents from the United States to evaluate professionals' openness to supporting a commercial biomethane project based on trust, attitude towards the firm and corporate image. We also assess potential reputational benefits for supply chain partners based on consumer perceptions on the same variables and purchase intention. Findings Results indicate that the truck manufacturers group rated the biomethane company higher than the other groups, suggesting that they would be much more probable partners – in opposition to fuel distributors, who seem to remain less positive about the perspective partnership. Data also suggest that partnering with a company on a sustainable-oriented project has a positive reputational effect, as related benefits were found for the sugar mill, fuel distributor and truck manufacturer. This indicates that investing in green logistics can yield positive reputational impacts. Practical implications The study anticipates some of the main challenges and potential upsides characteristic of ventures of this nature, offering valuable data for those interested in advancing green logistics through sustainable business model innovation. It highlights the importance of behavioural and reputational aspects in forming partnerships that can help scale biomethane production and reduce diesel use in transportation. Originality/value This study is dedicated to understanding the development of a highly complex business model, linking innovation in sustainable logistics with the organisation of the means that enable its implementation. Although not an empirical case study per se, the fact that it is based on real developments bring the analysis closer to the situations faced by companies in practice. Outcomes add to the further comprehension of the dynamics of multi-stakeholder governance.
Nunes et al. (Fri,) studied this question.