Segmentation of Thai generation z on value, attitude, brand loyalty, and purchase intention towards cruelty-free products

Abstract

This research examines Thai Generation Z consumers and their value, attitude, brand loyalty, and purchase intention toward cruelty-free products, as well as the relationship among the variables. An online questionnaire was developed to study 400 male and female respondents, aged between 18 - 26 years, that are Thai by nationality or residency, with the acknowledgement of cruelty-free brands. The research findings shows that Thai Generation Z hold Universalism value towards cruelty-free products, have overall positive attitudes towards integrated marketing communication tools of cruelty-free products, positive brand loyalty, and positive purchase intention towards cruelty-free products. Additionally, each independent variable (value, attitude, and brand loyalty) has positive relationships and are predicting factors of the dependent variable (purchase intention). For categories of segmentation, this research yielded 5 categories of segmentation: Universalist Consumers, Function-Based Consumers, Brand Loyal Advocate, Price-based Consumer, and Marketing Influenced Consumers.