Influence of Green Management on Brand Equity and Marketing Performance of Green Industries in Thailand

Authors

  • นาวา มาสวนจิก คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏมหาสารคาม
  • เขมิกา แสนโสม คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏมหาสารคาม
  • อัจฉรพร เฉลิตชิต คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏมหาสารคาม

Keywords:

Green Management, Brand Equity, Marketing Performance, Green Industries

Abstract

Abstract

            The purpose of this research was to test influence of green management on brand equity and marketing performance of green industries in Thailand. The data were collected from 268 executives of the green industries in Thailand. The research instrument was a questionnaire. The statistics were mean, standard deviation, and structural equation modeling.

            The research findings were as follows.

            The structural equation improved model of the influence of the green management on brand equity and marketing performance of green industries in Thailand had χ2 = 80.619, df = 77, χ2 /df = 1.047, p-value = 0.367, GFI = 0.962, CFI = 0.998, NFI = 0.959, RMR = 0.171, and RMSEA = 0.013.  The findings obtained passed all of the criteria and fit with the empirical data.

Keywords: Green Management, Brand Equity, Marketing Performance, Green Industries

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Published

2020-08-26

How to Cite

มาสวนจิก น. ., แสนโสม เ. ., & เฉลิตชิต อ. . (2020). Influence of Green Management on Brand Equity and Marketing Performance of Green Industries in Thailand. Journal of Graduate School, Pitchayatat, Ubon Ratchathani Rajabhat University, 15(2), 71–78. Retrieved from https://so02.tci-thaijo.org/index.php/Pitchayatat/article/view/244321

Issue

Vol. 15 No. 2 (2020): May-August 2020

Section

Research articles

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