Development Strategies of Wat Thakien Floating Market
toward the Green Market
The purposes of this research were; 1) To study the current state of the market in 3 areas: the environment, green market management, and advocate/obstacle factors, 2) to study behavior and attitudes toward the green market, and 3) to study and provide guidelines for the development of Wat Thakien Floating Market toward the green market. The samples were 443/stakeholders consisted of administrations, entrepreneurs and customers. The methodology was mixed method: quantitative research and qualitative research. The research instruments were questionnaire, unstructured interview, survey and focus group form. Regarding statistics, Frequency, Percentage, Mean, Standard Deviation and content analysis approach were used in the data analysis. The results of the research were; 1) Wat Thakien Floating Market managed according to market environmental standards was strong and had all advocate factors.The obstacle factor was managed via a green market standard. 2) The weakness of the green market was that stakeholders exhibited green behavior at only a moderate level. The strength was that stakeholders had a positive attitude at a high level regarding the green market. 3) The 3 core strategies for development of Wat Thakien Floating Market into a green market were (1) establish a system, (2) strengthen the human factor and (3) deal with money issues.
Keywords : green market, green market strategies, green behavior, green attitude