Consumers’ exposure to Facebook pages regarding environment, environmental awareness, and behavioral tendency in Thailand

Abstract

This research aims to analyze the exposure to Facebook pages regarding environment, consumers’ environmental awareness, and their behavioral tendency. The research explores the relationship between the exposure to Facebook pages and consumers’ environmental awareness, as well as relationship between consumers’ environmental awareness and their behavioral tendency. This quantitative research was conducted through an online survey which collected data from 200 respondents, aged between 18 to 64 years old who currently reside in Thailand.

The results from the study reveals that respondents frequently see both text post and photo post equally (M = 2.47) from Environman or 3WheelsUncle or other Facebook pages regarding environment. Moreover, the respondents most agree that they are concerned about water pollution in Thailand (M = 4.79) and deforestation in Thailand (M = 4.78). In terms of behavioral tendency, the respondents most likely bring their own shopping bag when going shopping (M = 4.50). The results of this research also confirm that there is a positive correlation (r = 0.346) between consumers’ environmental awareness and their behavioral tendency. However, the results do not confirm the relationship between consumers’ exposure to Facebook pages regarding environment and environmental awareness (r = 0.067), because the calculated significance level was 0.349, which was greater than the acceptable significance level of 0.01 which means that the relationship between consumers’ exposure to the Facebook pages regarding environment and environmental awareness are statistically low that it is not insignificant.