Abstract

Green retailing, generally viewed as the incorporation of environmental protection measures into retail operations, has become a common phenomenon. Despite an increasing interest among practitioners, there is a lack of understanding about what green retailing is and what the success factors are for its implementation. This article examines the practices of leading green retailers, shedding light on the different coordinator roles of retailers between suppliers and customers in greening their value chains. It identifies three broad dimensions of green retailing—internal-improvement, external-coordination, and supportive-development—and notes the critical capabilities required for firms to achieve success. It also presents a strategy loop with practical steps to help retailing executives incorporate green practices.