This research looked into the greening of the appliance and dairy industries in globalizing Thailand from a product chain perspective. It studied the roles and strategies of appliance and dairy companies in greening consumption with an explicit involvement of consumers. This research finds that appliance and diary have increasingly attempted to engage Thai consumers in buying and using more sustainable products. To do so, companies employ different consumer-oriented strategies, including providing environmental information. However, they do not yet have a full-fledged consumer-oriented strategy to engage silent (green) consumers in green markets. The study summarizes that appliance and diary companies in Thailand can advance their consumer-oriented strategies by acknowledging consumers as active citizens and recognizing emerging (sustainable) practices and lifestyles of Thai citizens for engaging Thai consumers with green products and green markets.