A Comparative Study on Generation X and Y Thai Consumers’ Awareness and Mitigating Behavior towards Climate Change

Climate change is ubiquitous and perceived as the greatest challenge to all living species on earth. This phenomenon has already had devastating impacts in SE Asia, and Thailand, in particular, which is experiencing heat waves, flooding, tropical cyclones and rising sea levels, among others.

Aims: This exploratory study examined differences between two generations, X and Y Thai consumers, in terms of their awareness and mitigating behavior towards climate change. These two generations were chosen as they account for the two largest segments, approximately 55 percent of the Thai population.

Sample: A total of 421 respondents (201 Generation X and 220 Generation Y) was selected for the study, using purposive sampling.

Methodology: Descriptive statistics were used to analyse the data obtained via self-administered questionnaires. The four hypotheses posited in this study were tested by independent samples t-test.

Results: The findings revealed significant differences in environmental knowledge and interpersonal influence on awareness of climate change, with Generation Y demonstrating higher levels of awareness than Generation X. However, no significant difference between media and awareness was observed, nor was there any significant difference between generations in terms of awareness and mitigating behavior toward climate change. The study adds to the extant literature; the findings will provide policy makers, marketers, and consumer groups with empirical knowledge to help create and target optimal marketing strategies, policies and promotional programs to the two specified generations to better cope with climate change in the Thai context.