Promoting Corporate Image: A Reflection on Green Supply Chain Management Approach

Subject Areas : General Management

H. Shekari ¹ , A. Rajabzadeh Ghatari ²

1 - Department of Public Administration, Payame Noor University, Tehran, Iran.
2 - Department of Management, Tarbiat Modares University, Tehran, Iran.

Received: 2013-11-17 Accepted : 2013-11-17 Published : 2013-10-01

Keywords: Green Supply Chain Management, Corporate image, Path diagram, structural equation modeling,

Abstract :

Corporate image is an important organizational resource that enables to create, strengthen and sustain competitive advantage. Different antecedents have been identified for corporate image in the literature including quality of products and services, consumer consideration or distribution system. Green supply chain management appears to be an antecedent of corporate image too. This study examines the relationships between green supply chain management and corporate image. It explores the main effects of different dimensions of green supply chain management on corporate image. To this end, we conducted a survey among the employees of Shahid Ghandi Co. in Yazd. A total of 220 questionnaires were sent out and 165valid responses were received. In this study Structural Equation Modeling was employed to determine the relationship between green supply chain management and corporate image. The results of the study show that, green supply chain management is a strong antecedent for establishing corporate image. The empirical findings show that green supply chain management plays an important role in establishing and maintaining corporate image. In addition, we concluded that of the six dimensions of green supply chain management, corporate image was more affected by green purchasing, cleaner production, recovery and pollution dimension.