Recently, many firms have been focusing on sustainable manufacturing. The manager has to understand the social requirement of concern for environmental protection. This study develops a model to enhance the understanding of how market orientation, quality management, and innovativeness assist Thailand's food industry in attaining its optimal green performance, and to assess the mediating effect of quality management and innovativeness on market orientation and green performance. A questionnaire was developed and employed to gather data from 178 managers in the food industry. Data analysis is performed using the structural equation modelling approach. The results indicate that market orientation, quality management, and innovativeness positively and significantly affect green performance, both directly and indirectly. Moreover, quality management and innovativeness have a partial mediator effect on market orientation and green performance. This finding illustrates that Thailand's food industry could achieve green performance by developing market‐driven, quality management capacity and innovation development. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

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Currently, the environment and sustainability are important topics for every industry. The food industry is particularly complicated in this regard because of the dynamic and complex character of food products and their production. This study uses structural equation modeling (SEM) and a fuzzy analytic hierarchy process (FAHP) to investigate which factors are suitable for evaluating the environmental performance of Thailand's food industry. A first-stage questionnaire survey was conducted with 178 managers in the food industry that obtained a certificate from the Department of Industrial Work of Thailand to synthesize the performance measurement model and the significance of the relationship between the indicators. A second-stage questionnaire measured 18 experts' priorities regarding the criteria and sub-factors involved in the different aspects and assessment items regarding environmental performance. SEM showed that quality management, market orientation, and innovation capability have a significantly positive effect on environmental performance. The FAHP showed that the experts were most concerned about quality management, followed by market orientation and innovation capability; the assessment items for quality policy, quality assurance, and customer orientation were of the most concern. The findings of this study can be referenced and support managerial decision making when monitoring environmental performance.

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