The strategic focus of shippers and transport providers on greening transportation

Purpose To examine the strategic focus of shippers and transport providers (TPs) in reducing the environmental impact of transportation. Research questions: 1) To what extent are the green practices related to transportation described in literature being realised in practice by shippers and TPs? 2) How do shippers and TPs prioritise transportation compared to other initiatives for greening the supply chains? Design/methodology/approach Empirical data from two TPs and five shippers regarding the adoption of green transport practices and initiatives for greening supply chains were collected. This was compared to green transport practices in literature. Findings The practices are mainly related to short-term environmental gains and technical solutions. Practices that requires organisational or structural changes, collaboration and information sharing between shippers and transport providers have potentials, but are less implemented. The reasons are that green transport practices are not integrated in the company strategy, the TPs lack interest from shippers, and when shippers outsource transportation they focus on other areas. Research limitations/implications The data are from Swedish companies with an international presence. The geographical factor can be reduced by studies in other countries. Practical implications A higher priority of transportation in greening the supply chain requires considerations in strategic decisions. This entails modified mindsets of managers and business models for combining economic and environmental measures. The greatest unused environmental potential for transportation requires collaboration between shippers and TPs. Originality/value Both shippers and TPs are considered. The most common practices for greening transportation are described. The strategic and organisational challenges needed to reduce the environmental impact of transportation further are identified