Purpose
This paper aims to explore how the power of salient stakeholders involved in the green waste management of franchise chains can impact the ability of the chains to change their green practices.

Design/methodology/approach
This qualitative study is based on interview data from 19 franchisors and their head office staff operating in the fast-food sector in France where franchise chains have been ‘named and shamed’ as continuing to ignore waste management regulation.

Findings
The findings suggest that both the form and bases of power of different stakeholder groups have important implications for the implementation of green practices, even those required by law. The authors find that the franchisees’ central network position alters the ability of franchisors to directly engage in dialog, consult with, and educate key stakeholders, creating additional challenges for franchisors in the implementation process.

Research limitations/implications
The qualitative nature of the study limits the extent to which the findings can be generalized. Future studies could develop an instrument to assess franchisor perceptions of stakeholder power.

Practical implications
The findings suggest that franchisors should consider carefully how they communicate changes to green practices to their franchisees to ensure not only their compliance but also their motivation to engage with those stakeholders with whom they have regular interactions. The findings can also help governments to better understand how to involve other stakeholders to ensure effective environmental legislation.

Originality/value
The study is the first, to the authors’ knowledge, to consider the role of stakeholders in the implementation of green practices in franchise chains. By examining franchise chains, this paper provides new insights into the role of an additional stakeholder, the franchisee, and enriches the literature on green practices in the hospitality sector.