Cocreating Sustainability in the Circular Supply Chain: A Qualitative Exploration among Moroccan SMEs

Sustainability is a critical issue in supply chain management, with circular systems emerging as potential solutions for environmental and economic viability. However, how Moroccan Small and Medium-sized Enterprises (SMEs) incorporate sustainability within circular supply chains remains underexplored.This qualitative study investigates the co-creation of sustainability among Moroccan SMEs engaged in these chains, analyzing practices, challenges, and perspectives. The methodology is based on in-depth interviews and thematic analysis, conducted using NViVO software, with a diverse sample of Moroccan SMEs from various sectors and regions.The findings reveal that these companies face difficulties such as resource constraints, limited understanding of circularity principles, and regulatory hurdles. Nonetheless, they implement innovative and collaborative strategies to promote sustainability in their circular supply chains. This research enriches the understanding of sustainability co-creation by Moroccan SMEs, highlighting the importance of collaboration, innovation, and knowledge sharing. These insights provide guidance for policymakers, industry actors, and SMEs to enhance sustainability initiatives within circular supply chains.