Green Marketing Resonance of Thai Consumers
Article Sidebar
Main Article Content
บทคัดย่อ
The purpose of this paper is to explore and understand Thai consumers’ attitudes and purchase intentions towards various shades of green marketing, alongside their environmental values and subsequent environmental lifestyle behavioral responses. Experimental research, through surveys, was conducted with 206 Thai consumers residing in Bangkok. The findings indicate that a green marketing offer that promotes higher levels of environmental commitment results in more positive attitudinal responses towards the offer and purchase intentions from Thai consumers. Additionally, the human-centered, egoistic values and social-altruistic values serve as the drivers towards environmental lifestyle behaviors. Moderately positive relationships were identified between consumers’ attitudes towards the green marketing offer and their green purchase intentions; between consumers’ environmental values, especially egoistic values, and their green purchase intentions; and between consumers’ environmental values and environmental lifestyle behaviors. In addition, albeit weak, a positive relationship was detected between consumers’ environmental lifestyle behaviors and their green purchase intentions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Amoako, G. K., Dzogbenuku, R. K., Doe, J. and Adjaison, G. K. (2022). Green marketing and the SDGs: merging market perspective. Marketing Intelligence & Planning, 40(3), 310-327.
Baldé, C.P., Forti V., Gray, V., Kuehr, R. and Stegmann, P. (2017). The global e-waste monitor 2017. Retrieved June 20, 2023 from https://collections.unu.edu/eserv/UNU:6341/Global-E-waste_Monitor_2017__electronic_single_pages_.pdf
Carrete, L., Castaño, R., Felix, R., Centeno-Velázquez, E. and González, E. (2012). Green consumer behavior in an emerging economy: Confusion, credibility, and compatibility. Journal of Consumer Marketing, 29(7), 470-481.
Chatterjee, P. (2011). Framing online promotions: Shipping price inflation and deal value perceptions. Journal of Product & Brand Management, 20(1), 65-74.
Chavalittumrong, P. and Speece, M. (2022). Three-pillar sustainability and brand image: A qualitative investigation in Thailand’s household durables industry. Sustainability, 14(18), 11699.
Torroba Diaz, M., Bajo-Sanjuan, A., Callejón Gil, Á. M., Rosales-Pérez, A. and López Marfil, L. (2023). Environmental behavior of university students. International Journal of Sustainability in Higher Education, 24(7), 1489-1506.
Gonzalez, E. M., Felix, R., Carrete, L., Centeno, E. and Castano, R. (2015). Green shades: A seg mentation approach based on ecological consumer behaviour in an emerging economy. Journal of Marketing Theory and Practice, 23(3), 287-302.
Green, S. B. (1991). How many subjects does it take to do a regression analysis. Multivariate Behavioral Research, 26, 499-510.
Hengboriboon, L., Naruetharadol, P., Ketkeaw, C. and Gebsombut, N. (2022). The impact of product image, CSR and green marketing in organic food purchase intention: Mediation roles of corporate reputation. Cogent Business & Management, 9(1), 2140744.
Hernandez, J., Basso, K. and Brandão, M. (2014). Experimental research in marketing. Brazilian Journal of Marketing, 13(2), 98-117.
Hudik, M., Karlíček, M. and Ríha, D. (2023). Do consumers appreciate promotional gifts?. Journal of Consumer Marketing, 40(3), 305-314.
Janmaimool, P. (2017). Investigating pro-environmental behaviors of well-educated people in Thailand: Implications for the development of environmental communication. International Journal of Sociology and Social Policy, 37(13/14), 788-807.
Joshi, Y. and Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143.
Kollmuss, A. and Agyeman, J. (2002). Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental Education Research, 8(3), 239-260.
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
National Statistical Office. (2021). Number of population from registration by age, sex, region and province: 2021-2022. Retrieved November 13, 2023, from http://statbbi.nso.go.th/staticreport/page/sector/en/01.aspx
Podsakoff, P. M., MacKenzi, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Rahbar, E. and Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73-83.
Roy, H. (2013). Effect of green marketing on consumer behaviour- a study with practical reference to West Bengal. International Journal of Behavioural Social and Movement Sciences, 2(1), 44-55.
Royne, M. B., Thieme, J. and Levy, M. (2018). How to create environmentalists: The best motivators. Journal of Business Strategy, 39(1), 53-60.
Rusakov, D. A. (2023). A misadventure of the correlation coefficient. Trends in Neurosciences, 46(2), 94-96.
Skackauskiene, I. and Vilkaite-Vaitone, N. (2023). Green marketing and customers’ purchasing behavior: A systematic literature review for future research agenda. Energies, 16(1), 456.
Sony, A. and Ferguson, D. (2017). Unlocking consumers’ environmental value orientations and green lifestyle behaviors: A key for developing green offerings in Thailand. Asia-Pacific Journal of Business Administration, 9(1), 37-53.
Sony, A., Ferguson, D. and Beise-Zee, R. (2015). How to go green: Unraveling green preferences of consumers. Asia-Pacific Journal of Business Administration, 7(1), 56-72.
Siraphatthada, Y. and Thitivesa, D. (2020). Green marketing to customer need and customer satisfaction in herbal city community: Case of the north of Thailand. Research in World Economy, 11(5), 457-468.
Srisathan, W. A., Wongsaichia, S., Gebsombut, N., Naruetharadhol, P. and Ketkaew, C. (2023). The green-awakening customer attitudes towards buying green products on an online platform in Thailand: The multigroup moderation effects of age, gender, and income. Sustainability, 15(3), 2497.
Statistics Times. (2024). List of cities in Thailand by population. Retrieved November 13, 2023, from https://statisticstimes.com/demographics/country/thailand-cities-population.php
Stern, P. C. and Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues, 50(3), 65-84.
Thanasrivanitchai, J., Shannon, R., Moschis, G. P. and Boonsiritomachai, W. (2021). Using control theory to explain differences in internet usage: An empirical study of Thai consumers in Bangkok. Kasetsart Applied Business Journal, 15(22), 41-72.
Thiangtam, S. (2016). An analysis of factors influencing consumers’ intention to install solar power system with reference to evidence
from Thailand. International Journal of Technology Management & Sustainable Development, 15(3), 239-252.
United Nations. (2023). The 17 goals. Retrieved November 13, 2023, from https://sdgs.un.org/goals
Vilkaite-Vaitone, N., Skackauskiene, I. and Díaz-Meneses, G. (2022). Measuring green marketing: Scale development and validation. Energies, 15(3), 718.
Vilkaite-Vaitone, N. and Skackauskiene, I. (2019). Green marketing orientation: Evolution, conceptualization and potential benefits. Open Economics, 2(1), 53-62.
Wang, Y. M., Zaman, H. M. F. and Alvi, A. K. (2022). Linkage of green brand positioning and green customer value with green purchase intention: The mediating and moderating role of attitude toward green brand and green trust. SAGE Open, 12(2), 21582440221102441.
Wongsaichia, S., Naruetharadhol, P., Schrank, J., Phoomsom, P., Sirisoonthonkul, K., Paiyasen, V., et al. (2022). Influences of green eating behaviors underlying the extended theory of planned behavior: A study of market segmentation and purchase intention. Sustainability, 14(13), 8050.
Yeon Kim, H. and Chung, J. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.