Influences in Mediating Green Supply chain Managements Green Marketing and Competitive Advantage on Business Performance of the Beverage Business in Thailand
Keywords:
Business Performance, Green Supply Chain Management, Green Marketing, competitive advantage of the organization, The Food and Beverage IndustryAbstract
This study aimed to (1) examine the influence of green supply chain management, green marketing, and competitive advantage on the performance of beverage businesses in Thailand, and (2) analyze the direct and indirect effects of these factors on business performance. The research employed quantitative methods, with a sample of 320 companies selected through stratified random sampling based on geographical areas. A structured questionnaire was used as the research instrument. Data analysis involved descriptive statistics, including frequency, mean, standard deviation, percentage, confirmatory factor analysis, and structural equation modeling.
The findings revealed that (1) the influence of green supply chain management, green marketing, and competitive advantage on business performance was significant. Key factors of importance included customer collaboration, eco-design, internal environmental management, and green procurement. (2) Direct and indirect effect analysis indicated that the structural equation model aligned well with empirical data. Green supply chain management had the strongest direct positive influence on green marketing, with a total effect of 0.78 and a coefficient of determination (R²) of 60.8%. Competitive advantage also had a direct positive influence on business performance, with a total effect of 0.510.
References
กรมโรงงานอุตสาหกรรม. (2566). สถิติสะสมจำนวนโรงงานที ่ได้รับอนุญาตให้ประกอบกิจการ (เปิดดำเนินการ) ตาม พ.ร.บ.โรงงาน พ.ศ.2535. จำแนกรายหมวดอุตสาหกรรมที่สำคัญ ตามจำพวก ณ สิ้นปี 2566. https://www.diw.go.th.
กัลยา วานิชย์บัญชา. (2554). การวิเคราะห์สถิติ : สถิติสำหรับการบริหารและวิจัย (พิมพ์ครั้งที่ 13). จุฬาลงกรณ์มหาวิทยาลัย.
_____. (2562). การวิเคราะห์สมการโครงสร้าง (SEM) ด้วย AMOS (พิมพ์ครั้งที่ 4). สามลดา.
ยุทธศาสตร์อุตสาหกรรมเครื่องดื่มไทย 5 ปีข้างหน้า. (2566). กรุงเทพธุรกิจ. https://www.bangkokbiznews.com/ business/business/1055369.
ศูนย์วิเคราะห์เศรษฐกิจ ทีทีบี. (2566). แนวโน้มเศรษฐกิจครึ่งหลังปี 66. https://www.ttbbank.com/th/analytics/economic-finance/economic-analysis/202308-ttb-analytics-export-outlook-2023.
ศูนย์วิจัยกสิกรไทย. (2566). ตลาดเครื่องดื่มไม่มีแอลกอฮอล์. https://www.efinancethai.com/LastestNews/LatestNewsMain.aspx?ref=A&id=N1FpOXN2d2taWEU9.
ศูนย์วิจัยกรุงศรี. (2565 ก). แนวโน้มธุรกิจ/อุตสาหกรรมปี 2565-2567: อุตสาหกรรมเครื่องดื่ม. https://www.krungsri.com/th/research/industry/industry-outlook/food-beverage/beverage/io/io-beverage-2022.
______. (2565 ข). แนวโน้มธุรกิจ/อุตสาหกรรมปี 2565-2567: อุตสาหกรรมเครื่องดื่ม. แนวโน้ม GDP ประเทศแกนนำทางเศรษกิจ. https://www.krungsri.com/th/research/industry/industry-outlook/food-beverage/beverage/io/io-beverage-2022.
Abdallah, A. B., & Al-Ghwayeen, W. S. (2020). Green supply chain management and business performance: The mediating roles of environmental and operational performances. Business Process Management Journal, 26(2), 489–512. https://doi.org/10.1108/BPMJ-03-2018-0091.
Ahmad, M. R., & Raja, R. (2021). Employee Job Satisfaction and Business Performance: The Mediating Role of Organizational Commitment. Vision, 25(2), 168–179. https://doi.org/10.1177/0972262920985949.
Albrakat, N. S. A., Al-Hawary, S. I. S., & Muflih, S. M. (2023). The effect of green supply chain on the export performance of the Jordanian pharmaceutical industry. Uncertain Supply Chain Management, 11(2), 613–624. https://doi.org/10.5267/j.uscm.2023.2.003.
Al-Dmour, H., Asfour, F., Al-Dmour, R., & Al-Dmour, A. (2022). Validation of the impact of marketing knowledge management on business performance via digital financial innovation as a mediating factor. VINE Journal of Information and Knowledge Management Systems, 52(1), 33–56. https://doi.org/10.1108/VJIKMS-05-2020-0085.
Almaududi Ausat, A. M., Widayani, A., Rachmawati, I., Latifah, N., & Suherlan, S. (2022). The Effect of intellectual capital and innovative work behavior on business performance. Journal of Economics, Business, & Accountancy Ventura, 24(3), 363. https://doi.org/10.14414/jebav.v24i3.2809.
Al-Murad, N. Y. M. (2022). Apply green marketing strategies to improve market performance by competitive advantage as mediating: An analytical study of some small organizations in Iraq. Webology, 19(1), 1266–1281. https://doi.org/10.14704/web/v19i1/web19085.
Astawa, I. K., Pirzada, K., Budarma, I. K., Widhari, C. I. S., & Suardani, A. A. P. (2021). The effect of green supply chain management practices on the competitive advantages and organizational performance. Polish Journal of Management Studies, 24(1), 45–60. https://doi.org/10.17512/pjms.2021.24.1.03.
Habib, M. A., Bao, Y., & Ilmudeen, A. (2020). The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1743616.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Javid, N. J., & Amini, M. (2023). Evaluating the effect of supply chain management practice on implementation of halal agroindustry and competitive advantage for small and medium enterprises. International Journal of Computer Science and Information Technology, (15). https://ssrn.com/abstract=4348136.
Kartawinata, B.R, Maharani, D., Pradana, M., & Amani, H.M. (2020). The role of customer attitude in mediating the effect of green marketing mix on green product purchase intention in love beauty and planet products in indonesia. In Proceedings of the 5th NA International Conference on Industrial Engineering and Operations Management Detroit. Michigan, USA, August 10 - 14, 2020. https://www.ieomsociety.org/detroit2020/papers/616.pdf.
Khan, M., Ajmal, M. M., Jabeen, F., Talwar, S., & Dhir, A. (2023). Green supply chain management in manufacturing firms: A resource-based viewpoint. Business Strategy and the Environment, 32(4), 1603–1618. https://doi.org/10.1002/bse.3207.
Liu, J., Hu, H., Tong, X., & Zhu, Q. (2020). Behavioral and technical perspectives of green supply chain management practices: Empirical evidence from an emerging market. Transportation Research Part E: Logistics and Transportation Review, 140. https://doi.org/10.1016/j.tre.2020.102013.
Lookman, K., Pujawan, N., & Nadlifatin, R. (2023). Innovative capabilities and competitive advantage in the era of industry 4.0: A study of trucking industry. Research in Transportation Business and Management, 47. https://doi.org/10.1016/j.rtbm.2023.100947
Panigrahi, S., Al Ghafri, K. K., Al Alyani, W. R., Ali Khan, M. W., Al Madhagy, T., & Khan, A. (2023). Lean manufacturing practices for operational and business performance: A PLS-SEM modeling analysis. International Journal of Engineering Business Management, 15. https://doi.org/10.1177/18479790221147864.
Shafira, N., Sarma, M., & Johan, I. R. (2022). Factors influencing consumer purchase decisions for Aqua life Indonesia products : analysis of ecolabel awareness, green marketing mix, and brand image. Journal Manajemen Dan Agribisnis. https://doi.org/10.17358/jma.19.2.274.
Shah, H. M. (2022). Impact of green marketing strategy on business performance-mediating role of corporate image in construction industry of kenya. Arthatama: Journal of Business Management and Accounting, 6(1), 1-11.
Tan, K., Siddik, A. B., Sobhani, F. A., Hamayun, M., & Masukujjaman, M. (2022). Do environmental strategy and awareness improve firms’ environmental and financial performance? The role of competitive advantage. Sustainability, 14(17). https://doi.org/10.3390/su141710600.
Yaskun, M., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The Effect of market orientation, entrepreneurial orientation, Innovation and competitive advantage on business performance of Indonesian MSMEs. International Journal of Professional Business Review, 8(4). https://doi.org/10.26668/businessreview/2023.v8i4.1563
