Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

This research’s objective was to analyse the impact of sustainable practices, destination image, perceived value and novelty seeking on tourist satisfaction and temporal revisit intention in Yogyakarta, Indonesia. The respondents in this study were tourists in the city of Yogyakarta, with a sample size of 420 respondents. The methodology of this research employed a purposive sampling technique. Nonprobability sampling was performed using the structural equation modelling method that was processed using AMOS 22.0. The results of this research show that sustainable practices, destination image, perceived value and novelty seeking have positive and significant effects on satisfaction. Satisfaction mediates the impact of sustainable practices, destination image, perceived value and novelty seeking on revisit intention, showing that the influence of these factors on temporal revisit intention will be enhanced if tourists are satisfied. This study has implications for marketing strategies for tourism sectors in revisiting contexts.

In order to respond to sustainable consumption and production, customers today are more aware of how their actions affect the environment. As a result, customers are looking for products that use sustainable practices and are environmentally conscious; an online platform is viewed as a channel to approach such products in the digital era. To meet this demand, understanding how green customer attitudes play a critical role in changing consumer behavior is required. This new concept of "green-awakening" customer attitude encapsulates green positive feelings, green intent, green likeness, and green belief to overcome the limitations of measurements used previously. The objectives of this research were (1) to investigate and confirm the existence of green-awakening customer attitudes toward online platforms in the emerging economy and (3) to investigate differences in equivalent measurements across age, gender, and income properties in Thailand. Data on 348 Thai customers were collected from different parts of the country, including the Northeast, North, Central, East, and South. In addition, a multigroup moderation approach was employed to investigate differences among groups segmented by age, gender, and income. SPSS Amos was used on the basis of the composite-based model to analyze multigroup structural invariance among the segmented data. On the one hand, the findings showed that Thai customers’ attitudes toward purchasing green products on an online platform are more likely to be affected by perceived relative advantage, perceived online social norms, and perceived risk. On the other hand, perceived online compatibility did not have a statistically significant effect on how green customers felt at an aggregate level. According to the findings of the multigroup analysis, Thai customers with a mid-high income level perceived green products positively and appeared to be able to afford them on an online platform when compared to other groups, which suggests that an income-based segment could moderate Thai customers’ attitudes toward purchasing green products on an online platform. Marketers could use the concept and idea of “green-awakening” customer attitudes to strengthen how to decide the precise target segmentation of green consumers.

The increasing awareness of the benefits of functional non-dairy milk has been growing significantly due to the increasing recognition of the benefits of functional foods. Functional non-dairy milk provides a valuable alternative for lactose-intolerant people with other dietary restrictions preventing them from consuming dairy milk. However, some evidence suggests that not all consumers benefit equally from food. Previous research indicated that women more often purchase foods that are perceived to be healthy, while men are more likely to purchase foods that are perceived to be hedonistic. Thus, this study aimed to examine the significant relationships among factors influencing functional non-dairy milk purchase intention based on the theory of planned behavior (TPB) and to identify behavioral differences between men and women. We conducted a quantitative study using structured questionnaires and with 413 valid respondents that consume functional non-dairy milk in six regions of Thailand. Further, we used a multi-group structural equation modeling approach to explore and compare consumers’ intentions across genders. The results showed that trust and health consciousness positively influence an individual’s perceived behavioral control and then directly affect their attitude and purchase intention of functional non-dairy milk products. Additionally, the multi-group analysis proposed that men and women consumers significantly differ in their requirements for enjoyable experiences while consuming functional non-dairy milk. More specifically, hedonic eating value has a greater impact on men’s attitudes than women’s attitudes. This study deepens our understanding of the functional non-dairy milk industry in Thailand in terms of market segments based on gender.

Thailand recently reached “aged” society status, signifying that over twenty percent of the population is over sixty. Considering that Thailand has a low literacy rate, a fractured pension system, and no regulations that could provide sufficient income to cover basic needs after retirement, there will be economic repercussions if the situation is not handled soon. The government and financial institutions have been encouraging Thai citizens to prepare retirement plans but lack understanding of the root causes of being unprepared for retirement. The objectives of this qualitative research were to explore the behavior, knowledge, and preparedness towards retirement in governmental and private wageworkers. Moreover, the study aims to identify the pain points of being unprepared for retirement and deliver the optimal solutions and sustainable retirement plans suitable for each segment. This article employed a sample of 46 wageworkers in Khon Kaen, Thailand with ages ranging from 20 to 59 years old. Qualitative semi-structured in-depth interviews and qualitative content analysis were conducted with the respondents asking about their income, expenses, pains, and problems towards saving for retirement, their desired outcome after they retire, and how they would achieve it. The framework used for the in-depth qualitative interview was by utilizing the customer, problem, and solution zoom tool. The research contributions were to facilitate Thai citizens being ready for retirement stages and overcome post-retirement risks sustainably. The results revealed that the sample could be divided into four segments by their characteristics. Two low-income segments share the same traits and behaviors that can prove that financial literacy plays an essential role in retirement readiness. Lower-income wage workers do not have their money put in place to prepare for retirement. Additionally, this article discussed the study’s implications for wageworkers, employers, and the Thai government. This article recommended that Thai citizens should accumulate wealth in various ways, including investment in financial assets and earning additional income from a second job. Employers should provide suitable retirement contribution schemes. The government should launch a policy enabling above-60-year-old seniors to continue working.

Thailand generates considerable amounts of agricultural food waste. This research focuses on the manufacturing and retail agricultural food system in the northeastern region of Thailand. Our study aimed to investigate the user segments and factors that influence users’ behavioral intentions to utilize mobile technology for agricultural waste valorization. This study is based on the Unified Theory of the Adoption and Utilization of Technology (UTAUT2). In order to classify these segments, we performed a cluster analysis using demographic variables: gender, age, and income. In addition, the researchers employed a method known as multigroup structural equation modeling to determine and contrast the users’ behavioral intentions. The results showed two types of users: (1) older users with various income ranges, and (2) younger users with a low-income range. Explicitly, age and income were the significant variables for the demographic segmentation, but gender was not. The results also revealed that social influence, price value, and trust highly affected the behavioral intentions of older and various-income users, but did not influence younger and low-income users. However, privacy strongly affected the behavioral intentions in the younger segment, but not those in the older one. Lastly, habit or regularity influenced the behavioral intentions of users in both segments. This study highlights implications for how developers and practitioners might adapt their platform strategies using a circular agricultural platform and user behaviors.