The Causal Relationship Model of Green Marketing and Innovative Capability that Affect the Performance of Social Enterprise in Thailand

Abstract

This research aims to 1) identify green marketing that affects innovative capabilities of social enterprises in Thailand 2) to identify innovative capabilities that affects performance of social enterprises in Thailand 3 ) identify the causal relationship of green marketing, innovation capability and performance of social enterprises in Thailand. This study used questionnaire to collect data from management of 250 social enterprises in Thailand. Data were analyzed by using descriptive statistics, and hypotheses were tested by using correlation coefficient analysis, confirmative component analysis and structural equation analysis. The results showed that majority of samples are social enterprises established by private sectors and member of the Social Enterprise Promotion Agency Thailand. They operate businesses and aim to generate profit mainly through helping and developing low-income community groups. Hypotheses testing revealed that green marketing, innovation capability and social enterprise performance were positively correlated. It was also found that green marketing has a direct effect on the innovation capability and performance of social enterprises in Thailand, at significant level of 0.05. The findings of this research might help to manage the social enterprises performances in Thailand and future research.