Positive impacts of green supply chain practice on firm performance and customer loyalty in the F.M.C.G industry in Ho Chi Minh city: A case study of Unilever's Sunlight product

Abstract

Purpose – The purpose of this paper is to identify the effect of green supply chain management practice especially innovative product to firm competitiveness and the loyal of customer in the F.M.C.G industry based on the case of Unilever Sunlight product.The proposed antecedents of green product are customer satisfaction, firm competitiveness, and customer loyalty. Design/methodology/approach – A survey was conducted using a pre-questionnaire designed specifically for this purpose, completed by 350 consumers aged under 18 to over 26 with experience in the product. The authors tested the framework using Structural Equation Modeling (SEM) and confirmatory factor analysis (CFA) to identify and analyze the complex relationships between latent variables with each other in a multivariate model. Findings – The results indicate several significant relationships, whereby customer satisfaction and green product innvation were linked with customer loyalty. Originality/value – The current study adds significantly to the body of knowledge about Green Supply chain especially innovative product affect on customer feeling.