A PATTERN OF A CAUSAL RELATIONSHIP BETWEEN SOCIAL ENTREPRENEURSHIP AND GREEN MARKET STRATEGY ON SUSTAINABLE SOCIAL ENTERPRISE MANAGEMENT IN THAILAND
DOI:
https://doi.org/10.14456/nrru-rdi.2022.73Keywords:
Social entrepreneurs, Green market strategy, Sustainable management outcome, Social enterpriseAbstract
The creation of competitive advantage makes an organization stronger and eventually independent. This research aimed to verify a pattern of a causal relationship between sustainable social enterprise management in Thailand. Four hundred and ten samples were recruited according to the structural equation model (SEM) analysis criteria. Questionnaires were created and had a whole reliability of 0.70. The questionnaires were mailed to the participants and data were delivered back by post. In the end, 253 data were received. Inferential statistics were used to check an acceptable level of consonance. Then the hypothesis was tested using a regression coefficient and multiple correlation coefficient squares. Results showed that, after model adjustment, a causal relationship of sustainable social enterprise management in Thailand was associated with evidence-based data. The most important variable of social entrepreneurs was being social value creators. Meanwhile, the marketing channel was the most prominent variable in the green market strategy. Finally, the social outcome was a pivotal factor for sustainable management. Overall, it could be explained with an outcome variance of 89% and a significant influence on social enterprises (P=0.01). In conclusion, a pattern of a causal relationship between social entrepreneurship and green market strategy on sustainable social enterprise management in Thailand relies on the social values of the creators, marketing channels, and social outcomes.
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