The green marketing concept for analyzing consumer buyer behavior, with reference to green packaging | |
| Author | Siriporn Chiarawatchai |
| Call Number | AIT RSPR no.SM-94-46 |
| Subject(s) | Green marketing Consumer behavior |
| Note | A research submitted in partial fulfillment of the requirement for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Green marketing is becoming more prevalent around the world. In Thailand, it has just begun to appear. For example, several common consumer products are using green packaging. As Thailand's middle class expands and environmental awareness grows, green packaging will likely become more prevalent. Knowledge of consumer buying behavior for green packaging is important to managers in developing marketing strategy for green packaged products. This study investigated whether demographics, decision criteria, and attitudes toward the environment had important influences on purchase of green packaged detergent in Bangkok. A convenience sample of 300 was taken in intercept interviews at three of Bangkok's department stores. The respondents represent Thailand's emerging middle class. Results indicate that demographic differences within the middle class do not play any role in purchase or non-purchase of green packaged detergent. Key decision criteria do include a few explicitly green issues, but criteria do not differ much between users and non-users of the green packages. Similarly, attitudes show a general concern toward the environment, but this does not differ much among users or non-users. The key determining factors which may account for the purchase or non-purchase of green packaged detergent seem to be in-store display, and to some extent price. The respondents who shopped at Japanese stores showed higher usage of green packaged product than those who shopped at the local store. The Japanese stores give green packaged detergent prominent shelf display, at the front of the isle, and at eye level. In addition, green packages cost slightly more, and non-users displayed somewhat more price sensitivity than did users. |
| Year | 1994 |
| 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) | Hertzberg, Ellen; |
| Examination Committee(s) | Speece, Mark W.;Johri, Lalit M. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |