Green Marketing Model: Empirical Evidence from Green Consumers in Phetchabun, Thailand

  • Ampol Chayomchai Phetchabun Rajabhat University
Keywords: Green Marketing Model, Green Attitude, Green Behavior, Green Consumers


The research aimed to examine the key factors affecting green attitude and green behavior in green consumers. The population of this research was green consumers who purchased or used green products in Phetchabun province, Thailand.  The structured questionnaire comprised 9 key factors and used to collect data from 400 participants. The descriptive statistics, correlation analysis and multiple regression analysis with the stepwise method were performed. The research results found that (1) most respondents were female and the largest group of education level was below bachelor degree, (2) the average number of respondent age was at 32.9 and the average of income per month was at 12,646 Baht, (3) the respondents' opinions in marketing mix, social media, and green behavior were at a high level but in reference group and green attitudes were at a medium level, (4) the independent variables including reference group, price of marketing mix, and social media had a positive, significant effect on green attitude, and (5) key factors including reference group, promotion of marketing mix, and green attitudes had a positive influence on green behavior. The author proposed the green marketing model with four key factors affecting the green attitude and green behavior including price and promotion parts of the marketing mix, social media, and the reference group. From this model, the author suggests that marketers or entrepreneurs who are responsible for the competitive strategy should focus on these four factors that influence consumers’ green behavior. That is focusing on designs of marketing promotion, work on suitable pricing strategy, communication with the variety of social media, and interaction with the reference group of targeted consumers