The barriers retailers face towards sustainable cocoa supply chains
Purpose
When a retailer has their own branded chocolate product, they have the same obligations as others in the cocoa supply chain to undertake the required due diligence to address human rights and environmental issues. However, there is an attitude–behaviour gap, where retailers lag in managing the social and environmental impacts that lace the chocolate industry. This study identifies the barriers to sustainable cocoa supply chain behaviour.
Design/methodology/approach
Qualitative data were collected via feedback sessions with 24 global retailers that participated in the fourth and fifth Edition Chocolate Scorecard. Data were thematically analysed under the attitude–behaviour theoretical lens.
Findings
Four barriers towards sustainable supply chains were identified including complexity, traceability, power dynamics and relying on certification and competition. Recommendations for retailers to overcome the barriers are offered.
Practical implications
Retailers should develop company-specific sustainable cocoa supply chain policies and practices that commit to traceability and sustainable behaviours. They should improve communication within their cocoa supply chain to drive ethical practices of suppliers.
Originality/value
This paper is the first to investigate the attitude–behaviour gap of retailers regarding the sustainability of their cocoa supply chains associated with their private label chocolate products. The results suggest that retailers operating in the cocoa supply chain have a positive attitude towards sustainability but require support in overcoming barriers that restrict sustainable behaviour.
Area of focus: Cocoa
Author(s): Stephanie Perkiss, Jonathon Mackay
Organisation/institution: International Journal of Retail & Distribution Management