EFFECTS OF MARKET ORIENTATION AND GREEN SUPPLY CHAIN MANAGEMENT ON A DEVOLOPMENT OF ENVIRONMENTAL SUSTAINABILITY OF NORTHEAST OF THAILAND’S HOTEL BUSINESS
Keywords:
Green Supplychain Management, Sustainable Environmental Development, Market OrientationAbstract
This study aimed to analyze on the composition and influence of marketing focus where green supply chain management had an influence toward the sustainable environmental development of the hotel business. Group of sample in this study was those 220 hotel businesses in northeastern part of Thailand. This research applied the inferential statistical analysis with structural equation modeling. The results of hypotheses testing found that the developed structural equation modeling had conformed to the empirical data at the same covariance and passed the standard criteria by statistic C2=43.209, df=41 (chi-square/df=1.05), p-value=0.377, CFI=0.991, GFI=0.966, RMSEA=0.016, and SRMR= 0.006. It can be explained that marketing focus had no direct influence toward sustainable environmental development with the magnitude of influence at 0.001 (p=0.997) Marketing focus had an indirect influence toward sustainable environmental development through green supply chain management at the statistical significance of 0.05 with the coefficient value that represented for the magnitude of indirect influence at 0.650. Marketing focus had direct influence toward green supply chain management at the statistical significance of 0.01with the coefficient value that represented for the magnitude of influence at 0.733. In addition, green supply chain management had an influence toward sustainable environmental development at the statistical significance of 0.01 and the coefficient value that represented for the magnitude of influence at 0.886. Therefore, the variables were associated in form of linkage and compliance in the very same direction statistically significant.
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