Thai consumers' attitudes towards the use of biodegradable packaging and influence of price : the case of coffee cups

Name: Pongthorn Piyanawin

keyword: Disposable packaging

; Biodegradable packaging

; Coffee cup

Abstract: Global warming and environmental conservation are now hotly-debated societal issues. Disposable packaging such as ‘take-away’ coffee cups is one such concern. “Consumers’ attitudes toward use of biodegradable packaging and influence on price – the case of coffee cups” was selected as the title of this independent study which relates to current environmental conservation trends as a contemporary topic in applied marketing. Consumers’ attitudes toward use of biodegradable coffee cups and their decision journeys focused on the effect of price increase on purchasing behavior to develop appropriate marketing strategies for concerned parties such as coffeeshop owners, manufacturers and policymakers. Secondary data were gathered through various reliable sources including research journals, trade association magazines, online newspapers, articles on reliable websites, books and interviews. Qualitative data were collected from six short interviews, and in-depth interviews were conducted based on the convenience sampling method during January 2019 to develop a questionnaire for submission through the online platform SurveyMonkey which attracted a total of 238 respondents. Key results can be used to increase the understanding of coffeeshop owners with regard to consumers’ attitudes toward biodegradable coffee cups, behavior, price sensitivity and sales promotions. Consumers were categorized into three segments as those with taste and quality focus, green focus and convenience focus. Each consumer segment had its own specific sub-characters. Results can be used to assist packaging manufacturers make decisions regarding investment in biodegradable packaging and provide useful and insightful information for policymakers. Data collection was limited by both time and resources. Therefore, a convenience sampling method was chosen for distribution only on online platforms which may not represent the entire population of interest.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Barrett, Nigel

Role: advisor

Created: 2018

Modified: 2021-06-15

Issued: 2021-06-15

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.385

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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