Consumption behavior and environmental marketing that affect the environmental awareness of consumers in Nakhon Sawan Province

Abstract

           This research aimed to study the demographic factors, consumption behavior and environmental marketing that affect the environmental awareness of consumers in Nakhon Sawan Province. Data were collected from a sample group using a questionnaire to 384 consumers in Nakhon Sawan Province. A convenient sampling method was used. Descriptive and inferential data analysis were also used for data analysis. The results showed that demographic factors, such as age, educational level, and income, significantly affected the level of environmental awareness. Meanwhile, environmentally friendly consumption behaviors, such as reducing the use of one time packaging and purchasing products with environmental labels had a positive relationship with environmental awareness. In addition, environmental marketing factorsm including Green Products, Green Price, Green Place, and Green Promotion play an important role in promoting awareness in the area. The results of the research can be used to plan sustainable marketing strategies and promote the adaptation of local businesses to accommodate the changing consumer behaviors, as well as help driving environmental policies at the community level to support balanced economic and environmental development in the long term.