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Nisachon Leerattanakorn. Determinants of Green Consumption of Generation Y in Chiang Mai, Thailand. (). Mae Fah Luang University. Learning Resources and Educational Media Center. : , .
Determinants of Green Consumption of Generation Y in Chiang Mai, Thailand
Name: Nisachon Leerattanakorn
Address:
333 Moo1, Thasud, Muang, Chiang Rai 57100
Organization :
Research Administration Division, Mae Fah Luang University
Email :
ask.library@mfu.ac.th
ThaSH:
Humanities
ThaSH:
Social sciences
ThaSH:
Green label
ThaSH:
Green products
ThaSH:
Generation Y
ThaSH:
Willingness to pay
Abstract:
This study aims to explore green consumption behavior, assess generation Y consumers willingness to pay (WTP) price premium, and identify the factors that influence WTP price premium for green products. The word green means good for the environment. The authority in Chiang Mai, the second largest city in Thailand, is espousing strategies to transform it into a green city. Given that different generations hold diverse attitudes (including those related to the environment), the particular attitude of generation Y should be considered in the near future. Hence, this research surveys 1,200 Chiang Mai respondents. Results show that most generation Y consumers are concerned with green consumption, but such concern is at the medium level. Moreover, 78% of generation Y respondents are willing to pay price premium for green products (indicating that they can afford more of such products), but their level of acceptability still varies considerably. An ordered logit model shows that education level, income, gender, familiarity with green products, confidence in green product certifications, perception of green product quality, and degree of environmental concern significantly affect WTP price premium for green commodities.
Mae Fah Luang University. Learning Resources and Educational Media Center
Address:
CHIANG RAI
Email:
library@mfu.ac.th
Modified:
2022-01-13
Issued:
2022-01-13
บทความ/Article
application/pdf
MFU Connexion: Journal of Humanities and Social Sciences (2017) Vol.6 (2): 1-21
eng
©copyrights Mae Fah Luang University
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Nisachon Leerattanakorn
| Title | Contributor | Type |
|---|---|---|
| Determinants of green consumption of generation Y in Chiang Mai, Thailand
มหาวิทยาลัยแม่ฟ้าหลวง Nisachon Leerattanakorn | บทความ/Article | |
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มหาวิทยาลัยเชียงใหม่ Nisachon Leerattanakorn | Wilawan Tanrattanakoon Aree Wiboonpongse Songsak Sriboonchitta Kanchana Chokthaworn Somchai Ongprasert | วิทยานิพนธ์/Thesis |
| Determinants of Green Consumption of Generation Y in Chiang Mai, Thailand
มหาวิทยาลัยแม่ฟ้าหลวง Nisachon Leerattanakorn | บทความ/Article |