Green Marketing to Customer Need and Customer Satisfaction in Herbal City Community: Case of the North of Thailand

Abstract

Herbal medicine companies have essential role among the community. It has unique role in the medicine companies to fulfill the health-related needs of people. However, herbal city community was neglected by the literature. Especially, the role of green marketing was not examined in relation to the customer needs and customer satisfaction. Hence, the current study filled this literature gap by examining the role of green marketing in customer needs and customer satisfaction. This objective was achieved by examining the relationship between green marketing, green environment, customer needs and customer satisfaction. The survey questionnaire was effective tool for data collection which was used in this study and 210 valid responses were used in data analysis. Data were collected from North of Thailand. Results of the study shows that green marketing has positive effect on customer needs. Green marketing also has positive effect on customer satisfaction. Moreover, green marketing promotes green environment which further shows positive influence on customer needs and customer satisfaction.