02285nas a2200253 a 450000500170000000800410001703500150005810000310007324500990010426000670020330000190027049000530028950001270034250200830046952010230055250001100157565000300168570000440171570000460175970000340180571000430183981000840188285600650196620260818132538.0161108s2012    th uu|m rtt   0|  a1eng d  a.b121735990 aPhattaraphon Phongchartwut10aGreen marketing :bthe effectiveness of the green production process and green cause campaigns  aPathum Thani, Thailand :bAsian Institute of Technology,c2012  a101 p. :bill.1 aResearch studies project report ;vno. SM-12-06   aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration.  aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2012  a"Go ing Green" is  the  highly  popular  trend  of  business  in  present  owing  to  the  rapidly  change  of   environment around the world that almost countries begin to do many things so as to protect the  earth by a movement in several activities, for example, 60 Earth Hour, a global event organized  by  WWF  invite  people  turn  off  the  non - essential  lights  and  other  electrical  appliances  for  60  minutes to rest the earth making people turn to be an eco - friendly. Many  companies  launch  a  campaign  of  green  in  order to  be  a  good  fir m{u2019}s   image  and   aspire  to   add  value  of  their  brand  that  may  affect  to  their  price  and  position  in  the  market.  Our  finding  uses an experimental questionnaire - based  survey  to  examine  consumers{u2019}  response  toward  green   strategy in both green product and green cam paign and compare the effectiveness by procedures.  Moreover,  we  explore  how  the  green  strategy  enhances  firm{u2019}s  core  competency.  aSubmitted in partial fulfillment of the requirements for the degree of Master of Business Administration  0aGreen marketingzThailand1 aFerguson, David,eExamination Committee0 aSununta Siengthai,eExamination Committee1 aZee, Rian Beise,eChairperson2 aThailand (HM King),eScholarship donor2 aAsian Institute of Technology.tResearch studies project report ;vno. SM-12-06  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B01620