Green Supply Chain, Green Communication and Firm Performance: Empirical Evidence from Thailand

Present study investigates the mediating role of green
communication (GRC) on the relationship between green supply chain (GRSC) and firm performance (FP). Study uses three different dimensions of GRSC such as green purchasing (GRPU), green manufacturing (GRM), green packing (GRPK), and green distribution (GRD). For this purpose, study collects the data from 429 employees of three polluting industries i.e., automobile, chemical and manufacturing industries of Thailand. Study applies partial least square structural equational modeling (PLS_SEM) for examining the empirical results. Study used measurement model for testing the reliability and validity of the data. Structural model is used for testing the hypothesized relationship of variables. Results of the study shows the positive impact of GRPU, GRM, GRPK and GRD on FP. Study further shows GRC significantly
mediates the relationship between GRPU & FP, GRM & FP, and GRD & FP. Results of the study suggest that manager of the firm should provide the incentive to the employees who adapt GRSC practices.
Keywords: Green communication; Green supply chain; Green purchasing; Green manufacturing; Green distribution; Firm performance; Thailand