The Causal Relationship Model of Factors Affecting to the development of green marketing and environmental marketing to consumers Chanthaburi province

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Abstract

The Causal Relationship Model of Factors Affecting to the development of green marketing and environmental marketing to consumers Chanthaburi aims to study relationship of factors affecting green market development and environmental marketing of consumers in Chanthaburi province and causal relationship of level factors affecting green market development and environmental marketing of consumers in Chanthaburi province.


            This is an integrated research the instruments used in the research are both questionnaires and interviews. Data were collected from 1,500 consumers in Chantaburi Province


            The research found that sample had a very high overall level of opinion on the demand for environmental products ( = 3.63) green marketing mix ( = 3.65) and green market development and environmental marketing ( = 3.90). The causal relationship of level factors affecting green market development and environmental marketing of consumers in Chanthaburi province. had a causal relationship with green marketing mix and model of the demand for environmental products, and green marketing mix factors had a causal relationship with green marketing and environmental marketing of consumers environmental marketing of consumers in Chanthaburi province at the statistical significance of 0.05. Also, the causal relationship model developed was consistent with empirical data. It as well had the ability to predict well and inacceptable table level which is account of 83.7% and it is considered as passing the criteria of 40%.Result of qualitative research showed that green market development and environmental development can be used as a tool or mechanism to promote consumption of goods for the environment or in strategic marketing planning to be aware of the consumer's need for environmentally-friendly products in order to be used to improve and change. Public and private agencies can be deployed as one of the environmental consciousness strategies. Green marketing emphasizes on consumers the value of non-environmental destructive products and the business shall be responsible for them to increase the consumption of products for the environment in the future and better efficiency and effectiveness.

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