Developing a Green Marketing Success Model for Coffee Shop Entrepreneurs in Bangkok Metropolitan Region

Abstract

The coffee shop industry has experienced rapid growth worldwide, particularly in urban areas where coffee consumption has become part of modern lifestyles . Increasing environmental awareness among consumers has encouraged businesses to adopt sustainable strategies such as green marketing. Coffee shop entrepreneurs are therefore required to integrate environmentally friendly practices into their business operations to remain competitive. The objective of this research is to develop a green marketing success model for coffee shop entrepreneurs in the Bangkok metropolitan region. The study employs mixed methods research combining quantitative and qualitative approaches. Quantitative data were collected from 300 coffee shop entrepreneurs using a structured questionnaire, while qualitative d ata were obtained through in - depth interviews with entrepreneurs and industry experts. Structural Equation Modeling (SEM) was used to analyze the causal relationships among variables. The conceptual framework proposes that entrepreneurial potential, green marketing orientation strategy and organizational vision and goals influence green marketing management innovation, which subsequently affects green marketing success. The findings are expected to provide useful insights for entrepreneurs and policymakers in promoting sustainable marketing practices in the coffee industry.