Are customer satisfaction and firm image mediators for environmental corporate strategies and economic performance of Thai green SMEs in food manufacturing?

Abstract

For this research, the relationship between environmental corporate strategies and economic performance is investigated through customer satisfaction and firm image of Thai green SMEs in food manufacturing. A questionnaire was undertaken to gather data from SMEs implementing green supply chain management practices, with there being a total 148 valid returns. Partial least squares structural equation modelling (PLS-SEM) was employed for hypothesis testing. The results of the testing of the measurement model and structural model indicate that they are reliable. The findings reveal that firm image of Thai green SMEs in this industry is a full mediator for the relationship between environmental corporate strategies and economic performance, whilst customer satisfaction does not mediate. This has managerial implications for Thai green SMEs in that they should foster their environmental corporate strategies through firm image, thereby enhancing economic performance.