SUSTAINABILITY COMMUNICATIONS DESIGN BASED ON CONSUMER’S EXPECTATIONS TO CREATE BRAND ADVOCACY FOR THAILAND’S TOP CORPORATE BRANDS
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Abstract
The objectives of this study were: (1) to examine consumer expectations regarding sustainability communication to foster support for Thailand’s top corporate brands; (2) to compare these expectations across different generations of Thai consumers; and (3) to design sustainability communication strategies for Thailand’s top corporate brands based on consumer expectations. A mixed-methods approach was employed. Qualitative data were collected through focus group discussions with 16 consumers. Quantitative data were obtained via an online survey of 702 consumers aged 18-70 years. A further qualitative phase involved focus group discussions with 9 experts, including academics, corporate communication professionals or brand communicators, and mass media representatives.
The research results indicated that: (1) consumers expected sustainability communications to emphasize giving and sharing, fostering voluntary participation, providing clear benefits, and delivering creative campaigns that are engaging—whether entertaining or dramatic—while being experience-driven, sincere, and simple; (2) generational differences were observed in expectations regarding the communicator, message, channels, and brand support, except between Generations Z and Y, whose expectations did not differ significantly at the .05 level; and (3) a sustainability communications model aligned with consumer expectations for Thailand’s top corporate brands was identified, consisting of five key components: (3.1) communicators who are sincere and demonstrate a sustainability stance rooted in the brand’s DNA; (3.2) messages that avoid technical jargon, present information in accessible ways, and link sustainability issues to consumers’ real-life benefits; (3.3) communications channels that employ media and opinion leaders relevant to each generation, while avoiding oneway communications; (3.4) audiences positioned as active participants with roles and value in joint creating sustainability; and (3.5) brand support expressed through two dimensions—emotional and behavioral supports.
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