Investigation and recommendations on the promotion of sustainable consumption behavior among young consumers in Thailand

This study investigated sustainable consumption behavior (SCB) and its determinants among undergraduate youths in Thailand using the theory of planned behavior (TPB) as a theoretical framework. A multistage sampling technique was used to select 1,000 university students in Thailand. Data were collected using a self-administered questionnaire. Descriptive statistics and multiple regression analysis at the .05 level of statistical significance were used to analyze the data. The results showed that all three independent variables derived from TPB (Attitude toward the behavior, Subjective norm, and Perceived behavioral control) can co-predict the intention to perform SCB at 31.1 percent and sustainable consumption behavior at 22.3 percent. For intention, Perceived behavioral control had the most influence (β = .382), followed by Attitude toward the behavior (β = .302), and Subjective norm (β = .228), respectively. For sustainable consumption behavior, Perceived behavioral control also had the most influence (β = .389), followed by Attitude toward the behavior (β = .215), and Subjective norm (β = .133), respectively. The findings strongly suggested that these three independent variables should be considered in planning social marketing communication campaigns to increase effectiveness. “3-Alteration strategies” are described and recommended and a logic model is proposed for the promotion of sustainable consumption behavior among young consumers in Thailand for sustained success.