towards responsible steel: preliminary insights

This paper examines the structures and processes underpinning the attempt of the Australian steel industry to establish a certification scheme for Responsible Steel. We take it as a case example of how collective action and collaboration along a supply chain has the potential to be a win-win situation for the environment and for the competitiveness of an industry sector. The paper identifies the drivers that have prompted key stakeholders from all major sectors of the Australian steel product life cycle from mining through steel manufacturing, processing, product fabrication, use and re-use, and recycling to collaborate in the establishment of the Steel Stewardship Forum (SSF), the structure established to lead the development of the certification scheme. The development of this initiative is indicative of the wider shift to sustainability-related certification schemes as a means of garnering legitimacy and market advantage and provides detailed insights into both the drivers for and the challenges associated with such initiatives. Findings from the paper contribute to our understanding of the shift to sustainable supply chains as it is interpreted through institutional and institutional entrepreneurship theory.