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The overall objective of this study is to holistically analyse the complexities involved in the adoption of sustainable wood supply chain in the Amazon and to develop strategic interventions to improve the system.

This study uses the systems thinking and modelling framework that included problem structuring followed by the development of a systems model. Tumbira and Santa Helena do Inglês, two Amazonian communities, were used as a case. Data were collected by staying inside the Amazon, observing the community members and interacting with them during their activities, including logging inside the forest.

A behaviour over time (BOT) graph developed as a part of problem structuring showed that deforestation of the Amazon is still increasing, despite the creation of protected areas and NGO activities in the region. Developing a sustainable wood supply chain is considered as one of the approaches for sustainable forestry in the Amazon, but its adoption is slow. The systems model captured the underlying structure of this system and explained this counterintuitive behaviour using eleven interacting feedback loops.

This study is confined to two Amazonian communities and recognises the limitations of generalisations.

This paper illustrates the development of three strategic interventions to improve the adoption of sustainable wood supply chain in the Amazon.

This study highlights the real issues faced by real communities living in the Amazon for adopting sustainable supply chain management (SSCM) practices. It contributes to the literature on sustainable wood supply chain by systemically analysing the challenges in its adoption, not sufficiently discussed in the literature.