Can contract logistics orchestrate sustainable packaging waste management? A multiple-case study of Kenyan manufacturers

Purpose This study aims to investigate the orchestrating role of contract logistics in sustainable packaging waste (PW) management. It is motivated by the need to address the indiscriminate disposal of PW from consumer goods manufacturers who tend to decouple economic activities from environmental responsibilities. Therefore, contract logistics is suggested as a strategy that can be useful in managing their PW sustainably. Design/methodology/approach The study employed a multiple-case study approach, comprising two pairs of firms that use glass and polyethylene terephthalate packaging materials. A total of 13 interviews were conducted using semi-structured interview protocols for the focal firms and their stakeholders. Field notes were taken and write-ups done in preparation for data analysis using methodological bricolage (e.g. Eisenhardt and Gioia). MAXQDA 12 facilitated the coding and iteration exercises to establish a data structure with three aggregate dimensions. Findings Firstly, the collaboration between third-party reverse logistics (RL) providers (3PRLPs) and manufacturers drove sustainable PW practices. It resulted from the joint planning and coordination of the PW RL aimed at achieving revalorisation. Secondly, the advanced capabilities of 3PRLPs, developed over time in response to the logistics market needs, enabled this undertaking. Thirdly, PW generators practiced take-back schemes due to the economic benefits of PW revalorisation and compliance with the waste management law, but not for environmental benefits. Originality/value The study introduced a novel concept of co-orchestration in circular ecosystem governance where both the focal firm and 3PRLPs lead other ecosystem actors in achieving PW sustainability, contrary to a singular orchestrator fronted in the extant literature for this role.