Environment Concern and Consumer Behavior of Generation Y towards Green Brands

Main Article Content

ปุณชญา ใจภักดี
นภวรรณ ตันติเวชกุล

Abstract

The purposes of this research are 1) to compare perception, attitude and purchase intention between groups of generation Y consumers with different degrees of environment concern and 2) to test the relationship between perception, attitude and purchase intention of generation Y towards green brands. This study is a quantitative analysis of the questionnaire data collected from 400 respondents aged between 18 and 38 years in Bangkok, who have perceived environmental communications from The Body Shop and L’Occitane.


This research results indicate there are statistically significant differences of perception, attitude, and purchase intention toward green brand between consumer groups with the different degree of environment concern. Also, the perception of green brand is positively correlated with attitude toward the green brand, while the attitude toward green brand is positively correlated with purchase intention toward the green brand. Furthermore, the perception of green brand is positively correlated with the purchase intention toward green brand as well.

Downloads

Download data is not yet available.

Article Details

Section
บทความวิจัย

References

มิณญา โอปลอด. (2558). พฤติกรรมการใช้บริการสายการบินไทยแอร์เอเชีย. วารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพา, 23(42), 291-310.

มูลนิธิเพื่อผู้บริโภค. (2560). เรียกร้องรัฐบาลอาเซียนปกป้องสิ่งแวดล้อมทางทะเลเร่งยกเลิกการใช้ “ไมโครพลาสติก” ในเครื่องสำอางทุกประเภท. วันที่ค้นข้อมูล 22 มีนาคม 2561, จาก http://www.consumerthai.org/news-consumerthai/ ffc-news/3860-we-ban-microbeads.html

วิเชียร เกตุสิงห์. (2547). คู่มือการวิจัย การวิจัยเชิงปฏิบัติ. กรุงเทพฯ: ไทยวัฒนาพานิช

สถานการณ์ของอุตสาหกรรมเครื่องสำอาง. (2560). วันที่ค้นข้อมูล 23 มีนาคม 2561, จาก http://www.sme.go.th/upload/mod_ download/Bio_based_Cosmetics_ 5yrplan-20171018125515.pdf

Anvar, M., & Venter, M. (2014). Attitude and Purchase Behaviour of Green Products among
Generation Y Consumers in South Africa. Mediterranean Journal of Social Sciences, 5(21), 183-194.

Assael, H. (1998). Consumer behavior and marketing action (6th ed.). Cincinnati, OH: International Thomson.

Assael, H. (2004). Consumer behavior and a strategic approach. Boston, New York: Houghton Mifflin.

Chan, R. (2001). Determinants of Chinese consumers’ green purchasing behavior. Psychology and Marketing. 18(4), 389-413.

Chan, R. Y. K. (1999) Environmental attitudes and behavior of consumers in China: Survey findings and implications. Journal of International Consumer Marketing, 11, 25-52.

Chen, M., & Tung, P. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36221-230.

Coddington, W. (1993). Environmental marketing: positive strategies for reaching the green consumer. New York: McGraw-Hill, c1993.

Dunlap, R. & Jones, R. (2002). Environmental Concern: Conceptual and Measurement Issues. In Dunlap and Michelson (Ed). Handbook of Environmental Sociology, London: Greenwood Press.

Engel, F. J., Blackwell, D. R. & Miniard, W. P. (1995). Consumer Behavior (8th ed.). Chicago: Dryden Press.

Hsu, C., Chang, C., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.

Huang, Y., Yang, M., & Wang, Y. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250.

Kapferer, J. (1992). Strategic brand management: creating and sustaining brand equity long term (2nd ed.). London: Kogan Page.

Karavasilis, G., Nerantzaki, D., Pantelidis, P., Paschaloudis, D., & Vrana, V. (2015). What generation y in greece thinks about green hotels World Journal of Entrepreneurship, Management and Sustainable Development, 11(4), 268-280.

Keller, K. L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarjan, & T. S. Robertson (Eds), Perspective in Consumer Behavior (4th ed.). Englewood Cliffs, NJ: Prentice Hall.

Lyons, K. (2016). Generation Y: a guide to a much-maligned demographic. Retrieved March 25, 2018, from https://www.theguardian.com/world/ 2016/mar/07/millennials-generation-y-guide-to-much-maligned-demographic

Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.

Mostafa, M. M. (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems With Applications, 36(1), 3611030-11038.

Mourad, M. & Barbara, B. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.

Ottman, J.A. (1992). Green Marketing. NTC Business Book. Chicago, IL.

Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. San Francisco, Calif: Berrett-Koehler Publishers.

Peattie, K. (2010). Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35, 195-228.

Polonsky, M. J., & Mintu-Wimsatt, A. T. (1995). Environmental marketing: strategies, practice, theory, and research. New York: Haworth Press.

Roper Organization. (1990). The Environment: Public Attitudes and Individual Behavior, Commissioned by S.C. Johnson and Son, Inc.

Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Solomon, M.R. (2015). Consumer behavior: Buying, having, and being (11th ed.). Edinburgh Gate, England: Pearson Education.

Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29 (Environmental Psychology on the Move), 309-317.

Trafimow, D. (1994). Predicting intentions to use a condom from perceptions of mative pressure and confidence in those perceptions. J. Appl. Soc. Psychol, 24, 2151-2163.

Thøgersen, J., Zhou, Y., & Huang, G. (2015). How stable is the value basis for organic food consumption in China?. Journal of Cleaner Production, 1-11.

Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135(1), 732-739.

Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 28.

Zimmer et al. (1994). Green issues: dimensions of environmental concern. Journal of Business Research, 30(1), 63-74.