Strategic social responsibility and human rights in green exporting: the mediating role of green marketing among Thai latex pillow SMEs

Purpose This study aims to investigate the mediating role of green marketing (GM) in the relationship between sustainable manufacturing (SM) and export performance (EP) among small and medium-sized enterprises (SMEs) in Thailand’s latex pillow industry. It integrates human rights principles, positioning GM as a key mechanism within a strategic social responsibility (SSR) framework, exploring how ethical communication of sustainability practices enhances competitiveness in environmental, social and governance (ESG)-governed global markets. Design/methodology/approach Primary data were collected from 200 exporting SMEs using a structured questionnaire. The core constructs – SM, GM and EP – were validated through confirmatory factor analysis. Structural equation modelling and bootstrapped mediation analysis (5,000 resamples) were used to test the hypothesised mediation model. Findings The results confirm that GM fully mediates the relationship between SM and EP. SM significantly predicts GM (β = 0.67, p < 0.001), which, in turn, significantly enhances EP (β = 0.52, p < 0.001). The direct effect of SM on EP becomes non-significant when GM is included (β = 0.08, p = 0.33), supporting a full mediation model. All constructs demonstrate strong psychometric properties (AVE > 0.50; CR > 0.80). Research limitations/implications This study is limited to SMEs in a single industry and country context, which may affect the generalisability of findings. Self-reported data may also be subject to social desirability bias. Future research should consider longitudinal designs, cross-sector comparisons or multi-country samples to validate the proposed model in broader contexts. Practical implications The findings underscore the need for SMEs to invest in strategic GM as a core capability for transforming sustainability efforts into tangible export outcomes. Policymakers and export agencies should support capacity-building in ESG communication, particularly for SMEs operating in resource-constrained environments. Social implications This study highlights the importance of aligning export strategies with international human rights and sustainability standards. By adopting transparent and ethical communication practices, SMEs can contribute to more inclusive and responsible global trade, fostering trust among stakeholders and promoting social accountability in supply chains. Originality/value To the best of the author’s knowledge, this is the first empirical study to link operational sustainability with EP in Thailand’s latex sector through a human rights-oriented perspective. By integrating the resource-based view, stakeholder theory, legitimacy theory and the UN Guiding Principles on Business and Human Rights, the study presents GM as both a dynamic strategic capability and an ethical signalling mechanism. The findings have practical implications for SMEs, policymakers and ESG-sensitive global buyers, particularly in emerging market contexts.