THE GUIDELINES FOR CREATIVE GREEN MARKET DEVELOPMENT IN PATHUM THANI PROVINCE.

Abstract

      The research entitled “The Guidelines for Creative Green Market Development in Pathum Thani Province” aimed to: 1) study the current conditions and problems of green markets in Pathum Thani Province, and 2) explore guidelines for creative green market development in Pathum Thani Province. This study employed a survey research design, collecting data through field surveys, participant observation, and in-depth interviews with 21 purposively selected key informants, including 7 market entrepreneurs, 7 farmers, and 7 consumers. The study focused on three locations: the green markets at Thammasat University Hospital, Pathum Thani Hospital, and the Golden Jubilee Museum of Agriculture. Content analysis was utilized to analyze the data, integrating concepts of the Green Economy, the BCG Model, and the Marketing Mix (4Ps).

      The research findings revealed that regarding current conditions and problems, locations were generally suitable but faced challenges with insufficient parking and ventilation; product diversity was high, yet frequent changes in vendor locations caused consumer confusion; a price gap existed between low-priced local goods and high-priced organic products; and there was a lack of diverse distribution channels and systematic networking among farmers. Consequently, guidelines for creative development suggest integrating creativity into the marketing mix by expanding markets to strategic locations, promoting innovative processing for value addition, and supporting integrated farming to ensure price affordability.