the effectiveness of the green production process and green cause campaigns Phattaraphon Phongchartwut creator Ferguson, David Examination Committee Sununta Siengthai Examination Committee Zee, Rian Beise Chairperson Thailand (HM King) Scholarship donor text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2012 continuing eng 101 p. : ill. "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. A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2012 Green marketing Thailand Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B01620 http://203.159.5.9/ait-thesis/detail.php?q=B01620 161108 20260818132538.0