A research. study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996

The green challenge become one of the most important events that companies in the Asian region, including Thailand of course, are now facing. In order to capture customers' emerging environmental needs and to cope with other competitors more effectively, the green marketing strategy has been employed by many leading companies in various industries. However, the implementation of this strategy in Thailand is considered to be in the introduction or growth stage. Therefore, many companies still hesitate to work on it. This research study aims to explore the green practices of selected companies operating in Thailand and to prove that whether the green marketing strategy can be employed as a new competitive tool in Thailand. Hence, a case study of two leading companies in the green based cosmetics and toiletries, The Ea1th Care Co., Ltd. (owner of 'The Body Shop' brand) and O.P. Natural Products Co., Ltd. (owner of the 'Oriental Princess' brand), were conducted. In depth interviews with both companies, three focus group discussion, and 120 survey questionnaires were employed as research tools. Results indicate that both companies are more likely to incorporate all possible activities into their greening processes. In addition, by being the leaders in implementing the green marketing strategy, companies can get competitive advantages in terms of good image, positive customers' attitudes, and brand loyalty. However, green claims will affect customers' decision criteria only when parity in primary performance, comparing with any other products, is achieved.