A Study of Generation Y Thai Consumers' Knowledge, Attitude and Behavior Related to Plastic Pollution

ABSTRACT: The use of plastic, in many forms, is ubiquitous. Plastic is found in many of our day-to-day products and even though plastic has several useful applications, plastic waste has a detrimental impact on the environment and is life-threatening to humans, animals, and many marine species. The main aim of this exploratory study is to investigate the influence of internal (environmental knowledge and concern), and external factors (interpersonal influence and media) on Gen Y Thai consumers’ environmental attitude and behavior relating to plastic pollution. Gen Y consumers are the focus of this study because they account for nearly a third of Thailand's population with high income and spending potential. A total of 550 questionnaires were distributed to Gen Y consumers in 7 areas in the Central Business District of Bangkok, of which 396 were considered valid and used for the analysis. Three hypotheses posited in the study were tested using Simple Regression analysis. The findings showed that both external factors (environmental knowledge and environmental concern), as well as internal factors (interpersonal influence and media), influenced environmental attitude. Environment attitude, in turn, was found to have a significant influence on behavior related to plastic pollution. The findings provide several useful suggestions for policymakers, marketers, and the general public toward inculcating better waste management practices in the Thai context. KEYWORDS: Plastic pollution, Generation Y, Environmental Concern, Interpersonal Influenc