Green Marketing Strategy for the Construction Industry under the Concept of Circular Economy

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Katthalee Chiemsomboonlert
Krisada Chienwattanasook


The aim of this article was to describe a green marketing strategy implemented under the concept of a circular economy for the construction industry. Because both concepts have a similar policy to maintain a sustainable environment, they both comply with the government’s economic policy through the BCG Model (Bio-Circular-Green Economy). This government’s policy aims to empower domestic industry with the directive to operate sustainably by innovated methods such as the development of the bio economy, circular economy, and green economy to prepare for major world challenges, such as climate change because of pollution, to which the construction industry is a significant contributing business. Implementation in the construction industry of a green marketing strategy is to have an all-encompassing interpretation that includes all the contributing elements throughout the construction supply chain, such as construction materials selections, on-site construction operations, and post-construction services under the principle of Green & Clean Construction, which aspirations is to boost resource utilization and reduce environmental impact. Green marketing is stimulating the added value of construction projects to meet the government’s policy on environmental development to create a decent quality of life and social rewards for all. In addition, to successfully develop a construction industry green marketing strategy will be the forerunner to sustainable development and advance Thai industrial operational standards, allowing them to be internationally competitive and accepted. Lastly, to realize this desired outcome requires a concerted and open approach between government agencies, society, and the industry, guaranteeing that all consider the environmental impact of their actions.

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Chiemsomboonlert, K., & Chienwattanasook, K. (2022). Green Marketing Strategy for the Construction Industry under the Concept of Circular Economy. Journal of Arts Management, 6(1), 286–306. Retrieved from


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