This is a thesis of master of science in marketing. It focuses on profiling Thai green consumer on fair trade product. Demographics and psychographics data were test to find the relationship with intention to buy fair trade. Demographics used in this study to reveal the characteristic of Thai green consumer which consist of gender, age, education background, monthly income, marital status, and whether they have children or not. In addition, food and grocery shopping behavior are also included in order to that marketers can develop marketing campaign to promote fair trade products. With this information, marketers will be able to select the proper media channel that is the most effective to the target group. In the meantime, psychographics about attitude on fair trade in general and attitude towards fair trade product including their Environmental Concern (EC), and Perceive Consumer Effectiveness (PCE) towards environmental issues would help marketers to understand why people buy fair trade products. The findings showed that knowledge on fair trade issues affect their intention to buy and also impact to their general attitude towards fair trade and attitude towards fair trade products as well. Moreover, their beliefs in the power of their actions against environmental problems (PCE) also have significantly impact to their intention to buy fair trade products. Therefore, green consumer is not only existed in the western because environmental problem is occurred globally. However, the level of environmental concern may vary in each country depending on the level of cooperation in green issues from the society. Finally, the marketing implications to promote fair trade products in Thailand are discussed.
