Factor Affecting Thai Consumers Perception of Greenwashing and its Impact on Brand Loyalty for Fast-Moving Consumer Goods (FMCG) in Bangkok and Its Vicinity

Abstract

This research consists purposes were 1. to study the factors affecting the perception of greenwashing and its impact on brand loyalty of FMCG products in Bangkok and its surrounding areas and 2. to test the relationship between factors affecting the perception of greenwashing and its impact on brand loyalty of FMCG products in Bangkok and its surrounding areas. This was a quantitative study. The sample consisted of 200 male and female respondents in Bangkok and its surrounding areas, with 139 respondents retrieved. The sample was determined using the G* Power program through convenience sampling. The research instrument was a questionnaire. Data was collected using questionnaires. Statistical analyses included percentages, means and standard deviations, multiple correlation analysis, and multiple regression analysis. The research findings revealed that 1) The factors influencing consumers’ perceptions of greenwashing and their impact on brand loyalty toward FMCG (Fast-Moving Consumer Goods) products in Bangkok and its metropolitan area were, overall, rated at a high level (x̄ = 4.20, S.D. = 0.52). Among the dimensions examined, ambiguous communication recorded the highest mean score (x̄ = 4.27, S.D. = 0.63), followed by external image (x̄ = 4.23, S.D. = 0.60), misleading or exaggerated information (x̄ = 4.21, S.D. = 0.66) and transparency (x̄ = 4.09, S.D. = 0.78), respectively and 2) Factors influencing the perception of greenwashing related to external image showed a statistically significant positive relationship (p < 0.05) with brand loyalty of FMCG products overall, including ambiguous communication, false/exaggerated information, and transparency. However, factors influencing the perception of greenwashing related to ambiguous communication, false/exaggerated information and transparency showed no significant positive relationship or impact on brand loyalty. A predictive equation for the factors influencing the perception of greenwashing and its impact on brand loyalty of FMCG products in Bangkok and its surrounding areas can be formulated as follows: Impact on brand loyalty = 1.254 + 0.451 (External image).