There is a notable gap between the vast theoretical desires regarding supply chain sustainability and actual implementation in practice. The drawback situation exists in every part of the world with remarkable evidence of poor environmental and social practices in the emerging economies. This paper suggests a deficiency in the understanding of the complex realities in emerging economies. The paper draws on a discussion of existing literature, empirical insights in a developing country and the application of MaslowÕs hierarchy of needs. We suggest a multilevel and systemic view of the issue and articulate a number of propositions to guide future research.