Segmenting and Profiling of Green-consumers in Thai Generation-Y
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Abstract
This study aims at segmenting and profiling green consumers in Thai generation Y (those who were born during 1977-1994). Data were collected from 435 generation Y consumers in four regions of Thailand: North, Central, North-East, and South, by quota sampling method. Data obtained were analyzed by factor analysis to reduce variables and by cluster analysis to divide consumers into groups. Five emerged groups consist of cautious environmental product shoppers, environmental conservatism, environmental unconcern, environmental activists and undefined group. Main characteristics of cautious environmental product shoppers are having
knowledge of environmental problems, being skeptical about environmental claims, and having behavior of considering to buy environmental friendly products. Main characteristics of environmental conservatism group are environmental concern, recycling, resource saving, and willing to pay more for environmental reasons. The main characteristic of unconcern group is having low perceived consumer effectiveness to create an environmental impact. Main characteristics of activists are
having environmentally friendly buying behavior and playing role in environmental rally. The undefined group has no prominent characteristic. The consumers in these 5 groups were significantly different in demographic characteristics; i.e. residential regions (χ2= 81.378, p < 0.001), highesteducation level (χ2= 29.242, p < 0.001), occupation (χ2= 35.251, p = 0.004), average monthlyincome (χ2= 19.880, p = 0.011), and attitude/behavior as green consumers (χ2= 51.519, p < 0.001).
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ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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