CHALLENGES AND BEST PRACTICES OF GREEN PRACTICE IMPLEMENTATION: A CASE STUDY OF MCDONALD'S MALAYSIA
DOI:
https://doi.org/10.35631/JTHEM.1145019Keywords:
Green Practices, Sustainability, Quick-Service Restaurants, Restaurant Management, Sustainable OperationsAbstract
The increasing emphasis on environmental sustainability has encouraged restaurant operators to adopt green practices to minimise environmental impacts and improve operational efficiency. Despite growing awareness of sustainability issues, the implementation of green practices remains challenging due to various organisational, financial, and operational barriers. This study aims to explore the challenges encountered during the implementation of green practices and identify the best practices adopted to overcome these challenges in a Malaysian quick-service restaurant. A qualitative case study approach was employed, with data collected through semi-structured interviews with key personnel responsible for sustainability and operational management at McDonald's Malaysia. The interview data were analysed using thematic analysis. The findings revealed five major challenges affecting the implementation of green practices, namely supplier mindset and resistance, financial and investment constraints, behavioural and human factors, infrastructure limitations, and low consumer awareness. To address these challenges, the organisation adopted several best practices, including strong leadership commitment, long-term sustainability planning, automation and technology adoption, data-driven decision-making, and stakeholder collaboration. The findings indicate that successful sustainability implementation requires not only environmental commitment but also organisational support, strategic investment, technological integration, and collaboration across the broader business ecosystem. This study contributes to the growing literature on sustainable restaurant management by providing empirical evidence on the implementation challenges and practical solutions associated with green practices in a developing-country context. The findings offer useful insights for restaurant operators, industry stakeholders, and policymakers seeking to enhance sustainability performance within the foodservice sector. Overall, the study demonstrates that effective sustainability implementation depends on an organisation's ability to balance environmental objectives with operational and business considerations.
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