Segmenting Thai Generation Z Consumers on Cruelty-free Products: Their Value, Attitude, Brand Loyalty, and Purchase Intention

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Emmika Lounporn
Teerada Chongkolrattanaporn


This research examines Thai Generation Z consumers’ value, attitude, brand loyalty, and purchase intention toward cruelty-free products and segments them regarding the products. An online questionnaire was developed to study 400 male and female respondents, aged between 18 and 26 years, that are Thai by nationality or residency, with the acknowledgment of cruelty-free brands. The results showed that most Thai Generation Z consumers held universalism values towards cruelty-free products (M = 4.65), had overall positive attitudes towards integrated marketing communication tools of cruelty-free products (M = 4.11), positive brand loyalty (M = 3.71), and positive purchase intention on the products (M = 4.22). In addition, each independent variable (value, attitude, and brand loyalty) had positive relationships and predicted the dependent variable (purchase intention). Finally, this research yields five segments: Universalist Consumers, Function-based Consumers, Brand Loyal Advocates, Price-based Consumers, and Marketing Influenced Consumers.

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