The Causal Structure Relationship Model of Green Innovation for Small and Medium Enterprises

Abstract

          The objectives of this research were 1) to study the affirmative elements of green innovation that affects the marketing efficiency of small and medium enterprises and 2) to analyze the causal structure relationship model of green innovation that affects marketing efficiency of small and medium enterprises on the marketing efficiency of small and medium-sized businesses. Data were collected from 400 small and medium-sized enterprises in Bangkok and its vicinity. The research tool used in the research was a questionnaire that tested the index of item-objective (IOC) value between 0.60-1.00. The statistics used in the research consisted of confirmatory factor analysis and influence path analysis.
          Summary of research results 1) latent variables in green product innovation, latent variables on green process innovation and latent variables on marketing capability had CFI, NFI, GFI, AGFI and RMR, RMSEA values meet the specified criteria.  And 2) the analysis of the causal structure model found that the pathways. The most important correlation was between the green dynamics capacity variables. There was a positive direct correlation with green product innovation at 0.59. The results of the conformity assessment index were found to be well suited and harmonious. (Chi-square=296.99, df=154, P-value=0.00, RMSEA=0.05)
           Recommendations to promote the development of products that are safe for the environment take natural materials and local use for maximum benefit. Develop products to be modern and attractive to consumers. reduce waste harmful substances to the environment. The production process must be modern and safe for the environment. Open up new marketing channels, including through social media. increase employment reduce production costs. At least, development of products to be able to reach all age groups of consumers.