Unboxing: Exploring the Challenges of Green Supply Chain Initiatives in Thailand

<i>Background:</i> The increasing global focus on sustainability has made Green Supply Chain Management (GSCM) a critical strategy for businesses to balance environmental responsibility with operational efficiency. Despite its benefits, GSCM adoption in developing countries faces significant challenges. This study addresses the gap by investigating these barriers within the Thai context, providing actionable insights for policymakers and businesses. <i>Methods:</i> A mixed-methods approach was employed, including a survey of 480 business owners, executives, and supply chain employees, and expert analysis using Interpretive Structural Modeling (ISM). The ISM technique was used to determine the relationships and hierarchy among key barriers to GSCM implementation. <i>Results:</i> The findings reveal that weak legal frameworks, insufficient supplier engagement, and a lack of social responsibility are the most significant barriers. Secondary factors, such as low consumer demand and minimal competitive pressure, exacerbate these challenges. The ISM analysis highlighted the cascading effects of foundational barriers on other dimensions of GSCM adoption. <i>Conclusions:</i> Strengthening environmental regulations, promoting supplier collaboration, and embedding sustainability in corporate culture are key to overcoming GSCM barriers to sustainably enhance Thailand’s competitiveness.