Social Marketing Mix Strategies that Infl uence Environmental Consciousness and Drive Proactive Environmental Consumption Behaviors
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Abstract
This research article aims to study (1) The level of opinions of social marketing mix strategies, environmental consciousness and proactive environmental consumption behavior, and (2) The causal influence of social marketing mix strategies on environmental consciousness and proactive environmental consumption behavior of consumers and purchase environmentally friendly consumer products in Bangkok. Using a quantitative research model. The sample of 500 individuals consisted of consumers and buyers of products in the Bangkok metropolitan area, all of whom were at least twenty years old. A questionnaire was used as an aid. A multi-stage sampling procedure was used. The statistics used percentages, averages and standard deviations as well as structural equation model analysis.
Findings are as follows: (1) The causal model is consistent with the empirical data, with χ2/df = 1.43 p-value = 0.12977 and RMSEA = .029 explains the variance in proactive environmental consumption behavior of consumers and purchase environmentally friendly consumer products in Bangkok at 35 percent. (2) The social marketing mix strategy has a positive effect on environmental consciousness (β = 0.98) with statistical signifi cance at the .01 level., and Environmental consciousness has a signifi cant direct effect on proactive environmental consumption behavior (β = 0.59), with statistical signifi cance at the .01 level, In addition, such behavior was indirectly infl uenced (IE) by marketing mix strategies (IE = 0.62, p<0.01). The results of this study indicate that promoting environmental consciousness through effective marketing strategies can stimulate proactive environmental consumption behavior. Policy makers and marketers should use the results of this study as a guideline for developing
long-term green marketing promotion plans
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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