Concern for the environment has led many firms to define policies that protect the environment within which they operate. In order to set up environmentally friendly practices, bottling/packaging firms must maintain collaborative relations both upstream and downstream in the glass container value chain. This paper analyses the differences existing in the relations between bottling/packaging firms belonging to the food and drinks sector and their suppliers (fundamentally, bottle/jar manufacturers) and their customers (end consumers of the packaged or bottled products) in two European countries with different characteristics: Spain and Belgium. The joint implantation of environmental practices was also studied, and more specifically those corresponding to the activities of reverse logistics.
