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

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; Thaila