Int. J Sup. Chain. Mgt Vol. 9, No. 2, April 2020 419 Green Supply Chain Management as Antecedent of Green Satisfaction: Examining Sequential Mediation of Green Marketing and Green Corporate Image Jatturong Ploenhad *1 , Rungarun Khasasin #2 , Kairung Khasasin #3 , Arjaree Prachuabmoh # 4 * 1 College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Thailand #2 Faculty of Business Administration, Thai-Nichi Institute of Technology, Thailand #3 Faculty of Business Administration and Accountancy, Pathumtanee University, Thailand #4 Faculty of Management Science, Chandrakasem Rajabhat University, Thailand Corresponding author: 1 jatturong.pl@ssru.ac.th 2 lek_rungarun@yahoo.co.th 3 kairung2011@yahoo.com 4 arjaree_prachuabmoh@yahoo.com Abstract- The main objective of this study is to examine the impact of green supply chain management, green marketing, and image on the Green satisfaction of dairy industry of Indonesia. Furthermore, the sequential mediation of green marketing and image is examined in the present study as well. Data is collected from 550 the customers of dairy products through surveys. The response rate of data collection was 57%. In order to test the hypothesis and analysis of the data, in this study for data analysis we have adopted the Partial Least Squares Structural Equation Modelling (PLS-SEM) approach. All of the proposed hypothesis of the present study has proved to be significant showing that image, green marketing and green supply chain management practices of organization are important for the industry to gain the Green satisfaction because customers are more environmental conscious. The findings of the study are important for the policy makers of dairy milk sectors to derive the policies to satisfy the customers. Moreover, the present study also fills the gap of limited studies regarding the Green satisfaction in supply chain context. Keywords; Green Supply chain, Green Marketing, Customer Satisfaction, Image, Indonesia 1. Introduction In the concepts of sustainability, the term green is being widely used [35-37]. The term green basically points out the holistic view of economic impact, social and environmental impact [1]. In order to motivate the environmental consciousness among the customers, green supply chain management also termed as GSCM is the total new concept in the literature. The term GSCM is evolved from the concept of quality revolution which was term used mostly in 1980s. the attention of a number of practitioners and academicians is attracted by the term GSCM over the last few years. This term basically deals with the preserving natural resources and increasing the life of the product. On the other hand, eco-efficiency is the term which focus on maximization of remanufacturing, efficiency and minimizing the environmental damage. It is the demand of the customers and governments as well to make the business more environmentally friendly and sustainable. Additionally, the term green operations are defined in literature as reverse logistics [2]. The issues related to environment are increasing day by day since last few years and world have noticed issues related to environment day by day. As the society is showing concern regarding the environment, a number of organizations are showing concern about the environment [3]. In recent past, the mainstream issue is currently emerged as environmental concern because there are a lot of issues of global warming. Therefore, organizations are looking for the opportunities by which they can use this green concept to get sustainable competitive advantage. As a result, the concept of green marketing is gaining attention as it is focusing on a number of products including information. Whereas, most of the companies do not have the capability to provide green products to the customers. The ideas of the products should be generated from the green concept if the companies want to adopt the concept of green marketing. If organizations become successful in providing products which fulfil the environmental needs of the customers, then the opinion of the customers will be more favourable for services or products. In the current era, the customers are more concerned regarding environment. Therefore, organizations must try to look for the opportunities by which the environmental performance of organizations can be enhanced. By this way, organizations can retain the customers [4]. ______________________________________________________________ International Journal of Supply Chain Management IJSCM, ISSN: 2050-7399 (Online), 2051-3771 (Print) Copyright © ExcelingTech Pub, UK (http://excelingtech.co.uk/)