Proceedings of the 18th International Academic Conference, London

GREEN CONSUMER BEHAVIOR: CHIANG MAI THAILAND

NISACHON LEERATTANAKORN

Abstract:

For several decades, environmental consciousness has been highlighted. Such many consumers have been progressively participate in green activities and tend to be green consumers. A survey was adopted and sampling of 1,200 consumers who purchased green products or eco-friendly products in Chiang Mai, Thailand. This paper focuses on the segmentation of consumers into five shades; lifestyle of health and sustainability, neutralities, drifter, conventional and unconcern group based on their buying behavior and psychographic toward green consumption by applying cluster analysis. The different characteristics, purchasing patterns and awareness of environment of each segment of green consumer has been analyzed. Moreover the result from multiple regression analysis indicates that both demographic and psychographic-behavior variables are significant factors influencing degree of green consumption

Keywords: Green Consumer, Green Consumption, Market Segmentation

DOI: 10.20472/IAC.2015.018.069

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