Purpose

Contradictory sustainability priorities and interests among supply chain actors can be challenging in the transition towards greener transportation. Several of these contradictions can be described as paradoxes, e.g., interests that are logical in themselves, but becomes irrational when perceived together. This study aims at increasing the understanding of paradoxes in transport buyers’ and suppliers’ strive towards greener transportation.

Design/methodology/approach

An interview study targeting transport buyer-supplier dyads has been applied, followed by an analysis with a point of departure in the paradox theory.

Findings

Tensions related to performing, belonging, learning, and organizing paradoxes in the greening of transportation have been identified. The tensions arise both within individual companies and within dyads. An explanatory framework with four loci of tensions and related propositions are suggested.

Research limitations/implications

By identifying examples through the lens of paradoxes in the particular setting, the study provides increased understanding to why the transition towards green transportation goes slow, despite involved actors’ high ambitions.

Practical implications

Understanding paradoxes is a necessary first step, before identifying ways to manage contradictions in the greening of transportation.

Social implications

The study provides deep insights on the challenges regarding the greening of transportation, which is fundamental for a long-term sustainable society during global crises.

Original/value

This study is original as it applies paradox theory within the field of green transportation, and in particular as a lens in studying the interactions between different actors.