Effect of Green Packaging, Green Supply Chain, and Green Advertising on Competitive Advantage to Business Performance of Thailand's Pharmaceutical Firms

Abstract

Green marketing and its determinants develop a system that protects the environment from harmful production, consumption of brands and goods, and also protects society and its members. However, this research paper aimed to evaluate the impact of green determinants which include green packaging, supply chain, and advertising on the sustainable performance of the pharmaceutical sector of Thailand. The mediating role of competitive advantage has also been evaluated in this study to improve the sustainability performance of the sector. A study model that was conceptual in nature produced to evaluates the relationships from that model. The target population of this research was 540 managers of different pharmaceutical firms in Thailand, out of which 259 were female and 281were male. Several techniques and tests were also being used to check as well as to calculate results such as confirmatory factor analysis, KMO, and SEM. The testing of relationships gives results that indicate that the impact of green packaging has been significant in the sustainable performance of the sector. Furthermore, the findings also indicate that competitive advantage positively mediates the relationship between green practices and the sustainable performance of the sector. The significant findings of this research paper will positively contribute to the existing literature.