The Perception of Green Supply Chain Management and the Effect on Corporate Image

Abstract

Nowadays, global warming is a major environmental issue. Carbon dioxide emissions from industrial sectors have polluted the environment. Consumers call for responsibilities of manufacturers and the distributors and often use this issue to support when they make any purchasing decisions. Environmental problems arise in the supply chain management (SCM). Effective green supply chain management (GSCM) is an important part of solving such problems by introducing the concept of environmental management integrated with supply chain management to reduce environmental impact. This concept is a key to get the attention of consumers. A good corporate image in consumers’ minds builds
a reputation and sustainable competitiveness and results in supporting consumers’ purchasing decisions. This study conducted on the perception of green supply chain management and the effect on corporate Image (case study: Starbuck (Thailand) Company). The objective is  to study 1) the perception of consumers on green supply chain management of Strabuck 2) the implementation of green supply chains management that have an impact on the corporate image of Starbuck. The independent variable is the perception of GSCM in five
aspects: Green Policy, Green Purchasing, Green Manufacturing, Green Operation and Reverse Logistic and the dependent variable is the corporate image. Quantitative method was used in this study. There were 702 questionnaires sent and there were 661 usable questionnaires to analyze descriptive statistics with percentage,average,standard deviation and using chi-square and t-test for statistical hypothesis testing. The results of this study revealed that more than 60 percent of the respondents knew and used the services of the Starbucks and more than 90 percent of them recognized GSCM. The majority of respondents have awareness of GSCM operations of the Starbucks in all aspects except
green manufacturing. The perception of GSCM in five aspects affects corporate image and the perception GSCM on the company’s support for growing coffee trees with environmental care (green purchasing) has the most effect on the company’s image. The perception of GSCM affects purchasing decisions of consumers.