The Social Marketing Responsibility Modeling for Thai Entrepreneurs’ Manufacturing Industry

Abstract

The research was aimed to study (1) the entrepreneurs’ characteristics of Thai manufacturing industry toward social responsibility (2) the level of importance of social marketing responsibility of Thai manufacturing industry’s entrepreneurs (3) the partial least squares path modeling of social marketing responsibility for Thai manufacturing industry’s entrepreneurs. The research tool was the questionnaire for quantitative method collecting data from 435 Thai entrepreneurs’ manufacturing industry. The data were collected using analysis of partial least squares path modeling. The results indicated that the average registration capital was 15.71 million baht, average ratio of international investors was 20 percentage, average of employees was 58 and time of operation was 12 years. Most of manufacturing setups have compiled with industrial standard (2014). The entrepreneurs’ social marketing responsibility are overall at high levels. The factors had convergent validity because not only the construct reliability was more than 0.60 but also the factor loading between 0.414-0.918 was more than 0.40.