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GREEN MARKETING in THAILAND: Predictors of Ecologically Conscious Consumer Behaviour of Thai Consumers in Bangkok and Their Implications

GREEN MARKETING in THAILAND: Predictors of Ecologically Conscious Consumer Behaviour of Thai Consumers in Bangkok and Their Implications

von Nopporn Tridhavee
Taschenbuch - 9783639360707
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Beschreibung

Identifying environmentally friendly consumers is essential because enhanced knowledge of the profile of this segment of consumers would be useful to marketing specialist, as the better we understand them, the better we will be able to develop green marketing strategies specifically targeted at them. Although the summarized findings are far from conclusive, they note that demographic variables have been used extensively in profiling and predicting environmentally friendly consumers, because these variables, if significant, offer quick and easy ways to do so. Many studies have suggested that demographic variables are less important in explaining ECCB than psychographic variables such as values, attitudes and knowledge, and behavioural variables, and a number studies have investigated demographic and psychographic characteristics in combination. However, the empirical identification of psychographic factors and their correlations to green attitude and behavior is more difficult, and they have not been investigated as much as demographic factors. This research portfolio consists three papers about investigating and identifying predictors of ECCB in Bangkok and their implications.

Details

Verlag VDM Verlag Dr. Müller e.K.
Ersterscheinung Oktober 2013
Maße 220 mm x 150 mm x 9 mm
Gewicht 249 Gramm
Format Taschenbuch
ISBN-13 9783639360707
Auflage Nicht bekannt
Seiten 156

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