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The adoption of supply chain management (SCM) strategy by enterprises since mid-1980s has immensely transformed the flow of products/services from supply side to the ultimate customers on the demand side. The era has also experienced innovations in technology which has continued to fast track the implementation of supply chain efficiency and effectiveness. The unfolding implementation of the fourth industrial revolution (4IR) is hoped to spike the supply chain response time and render them more resilient and competitive. The study explored how fast moving consumer goods (FMCGs) suppliers and traders, utilised green initiatives or green supply chain management (GSCM), under the ravaging global Coronavirus pandemic to retain competitiveness and sustainability. The study was grounded in the theory of sustainable development and the sustainability theory in business. An exploratory qualitative research methodology and constructivism paradigm were used and non-probability sampling process applied. The participants were senior managers of FMCGs suppliers and traders who were interviewed telephonically, as it was during the partial lockdown period to control the spread of Coronavirus in countries around the globe including South Africa. The local and international supply chain networks were covered in the interviews as these organisations also traded in imported goods. The interviews were recoded, transcribed, coded and analysed via content analysis. The study outcome indicated that GSCM improved cost-effectiveness as enterprises were more resilient and used technology intensively to enhance information and product flow in the supply chain network that spiked the turnover and margins. The transportation optimisation saved costs and reverse logistics reduced waste and increased efficiency which enhanced competitiveness and sustainability. The supply chain resilience mitigated the disruption from Coronavirus pandemic.

The South African FMCGs Use of Green Initiatives to Maintain Competitiveness and Sustainability Under the Global Coronavirus Pandemic