Determinants affecting consumers' perceived value of circular economy products : a case study of postal packaging in Thailand | |
| Author | Ekachai Lojanaphiwat |
| Call Number | AIT RSPR no.SM-19-09 |
| Subject(s) | Consumers--Attitudes Recycled products Packaging--Case studies |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | More and more populations are moving to urban area in developing countries every day. The anticipation is in the year of 2025, more than 60% of the population in the world will move to megacities. This high level or urbanization, the distribution of products is very important, and packaging contributes huge role on this matter. With its 69 million people, Thailand has a large consumption and facing environmental problems, especially in solid waste. In 2017,27.4 million tons of household garbage was generated however, only 8.52 million tons was recycled or reused. The postal packaging is one of solid wastes that is not properly disposed or recycle. Thailand government has launched Circular Economy which is the way how to manage and improve environmental situations. The concept is based on a cycle model that can be restored and regenerated by both design and purpose. It has purpose to reduce or even eradicate waste through designs and business models that can be admired. This research determined the parameters affecting perceived value of circular economy's product. The determinants in the model are Individual Factors (e.g. Subjective Knowledge, Objective Knowledge, Behavioral Beliefs, Environmental Awareness, Personal Experience) and External Factors (e.g. Media Exposure, Social Influence). The research area focuses on the postal packaging in Thailand. There are 546 respondents to the questionnaire. The results show that there are only three variables, that have positive effects to consumers' perceived value of circular economy product, which are objective knowledge, behavioral beliefs, and environmental awareness. Implication to the practice, marketers can apply these definite results for the environmental-friendly products marketing to create relationships with customers and satisfy even more. Furthermore, the firms are able to implicate the research's outcome to sustain the business' strategy in the future. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre F. M.; |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmermann, Willi; |
| Scholarship Donor(s) | His Majesty the King's Scholarships (Thailand); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |