Moreover, Thailand is ranked among the last Asian countries based on amounts of fresh water available per capita (WWF, 2010).
In this context, the Thai government and the Thai people have commenced to pay more attention to the effect of the environmental problems, as well as to the adjacent economics of the problem. People make an effort to buy products which are environmentally harmless and, through them, to minimize the negative environmental implications of consumption. A first effort in this direction was the introduction of the Thai Green Label Scheme in 1993 and its formal launch one year later (Green Label Thailand, 2010). In short, the scheme supports the development of the green products sector by introducing information for consumers and standards for businesses. More details will however be offered throughout the following section.
In order to satisfy the green consumers, the item must be produced and delivered in a means that it is less harmful to the environment (Grankvist et al., 2007). These products do not only respond to consumers' needs and wants but they also generate long-term sustainability for the environment (Follow and Jobber, 1999). Beyond that, the consumer's choice towards environmentally friendly products would present green producers with an opportunity that allows them to demote less pro-environmentally products from the market (Thogersen, 2002).
On the other hand, Radman (2005) found that green products are more expensive than general products so people choose to purchase alternatives products and considered as a barrier. This virtually means that the price of the green products is a major barrier and an even greater factor in the purchase decision. Economic agents are themselves faced with several barriers in the going green processes. For instance, the replacement of the current technologies with more environmentally friendly ones is estimated to generate cost increases. Then, the implementation and maintenance of a green system is significantly more complex than the implementation and maintenance of a traditional system. Third, economic agents are limited by their lack or reduced expertise with green operations. Finally, the implementation of a green system is associated with loses in operational productivity and organizational profitability (Bernowksi, 2008).
As the background of the study gains a clearer contour, a question is being raised relative to several specific elements of the research project, namely its research questions, aims and objectives. These are presented below.
Research Questions
To start the dissertation, Researcher refined five questions below in order to ensure the understanding and the objectives of this research.
1. What is the perception of young Thai consumers over environmental stability?
2. What is the level of environmental consciousness revealed by the young Thai consumers?
3. Does environmental consciousness impact the green product purchase decision?
4. What are the most important reasons which support the green product purchase decision?
5. Which are the most important factors which drive the decision to purchase green?
This research is challenge to provide answers to these questions in order to understand the green purchasing criteria of young consumer in Thailand.
Research Aim
The aim of this research is to examine the green-purchasing behavior of Thai young adult consumers and to identify the factors which influenced them. This research aims to help marketers understand how consumers make choices in purchases of green products and to offer recommendation for developing marketing strategies for green products in Thailand.
Research objectives
In order to complete the research aim as presented above, it is necessary for the following research objectives to the gradually met:
1. The assessment of green marketing in Thailand.
2. The critical identification of the factors and criteria which impact the decision to purchase green products in young Thai individuals.
3. The thorough analysis of the Thai consumer perspectives through the construction of a questionnaire and the investigation of the answers.
4. The issuing of valid recommendations for green businesses on how to better respond to customers' needs, wants and features.
Chapter 2: Literature Review
This chapter assists the researcher to understand about the topic of the perspectives of young Thai consumers regarding green products is rather narrow, meaning as such that the availability of sources specifically dealing with this topic is limited. Nevertheless, the specialized literature does introduce the reader to the various issues related to the research question. In other words, the role of this section is that of offering a starting point in the research endeavor. The information would be structured onto four distinct sections, as follows: (1) green marketing in Thailand;...
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