This study emphasizes circular supply chain management (CSCM) implementation model development for Micro, Small, and Medium enterprises (MSMEs) in the context of India by using the Extended Theory of Planned Behavior (ETPB) and Decision-Making Trial and Evaluation Laboratory (DEMATEL) method of decision making. This study identifies seven factors to develop ETPB with the help of experts and literature surveys. The DEMATEL method is used to analyze the prominence of factors, interrelationships, and causal relationships between the identified ETPB factors based on experts' opinions. The results indicate that there are three cause factors and the rest four are effect factors. ‘Social Pressure’, ‘Circular Incentives’, and ‘Pro-environmental Behavior and Responsibility’ are the significant causes. The Inbound Supply Chain is the prominent factor affected by all the six factors of ETPB. The research findings will be beneficial for academicians, policymakers, and practitioners as they provide insights into CSCM model development and help in recognizing significant measures to implement it.

The adoption of supply chain management (SCM) is pivotal in boosting organizational competitiveness and performance. This study examines the relationships among SCM, firm value, company performance, and competitive advantage within the context of micro, small, and medium enterprises (MSMEs) in Surabaya, East Java, Indonesia. Employing a quantitative approach, we analyzed data collected from a sample of 100 MSMEs using SmartPLS to test various hypotheses. The findings indicate that effective SCM significantly influences a firm’s value, performance, and competitive advantage. This study supports the mediating role of firm value by showcasing its robust influence on the relationship between SCM and competitive advantage. However, the mediating role of company performance on competitive advantage appears weaker. The discussion integrates relevant literature, highlighting the pivotal role of SCM strategies in enhancing productivity, fulfilling customer desires, and increasing competitiveness. This study also underscores the critical link between financial performance, value creation, and competitive advantage. Overall, this study contributes to the ongoing development of practical SCM knowledge by providing valuable insights for MSMEs seeking to navigate the challenges of an evolving business landscape.