Perception and Adaptation Practices Towards Climate Change: A Study on Generation Z Consumers in Bangkok, Thailand

IJEP 44(1): 28-34 : Vol. 44 Issue. 1 (January 2024)

Patricia Arttachariya*

Ramkhamhaeng University, Institute of International Studies, Bangkok 10240, Thailand


Climate scientists have recently warned that there is now a two-thirds chance that the global average temperature will exceed the 1.50c global warming limit within the next five years. This dire warning needs to be heeded by all countries as climate change impacts both physical and mental well-being of humans, as well as threatens plant and animal species. The aim of this study is to examine the influence of environmental consciousness, concern for Thailand’s environment, reference groups and social media on perception of climate change. The study also examines the influence of such perception on adaptation practices toward climate change. Respondents belong to the Thai Generation Z cohort of people born between 1997 and 2012 and were selected by purposive sampling. Five hypotheses were posited in the study, data were analyzed using descriptive statistics and multiple regression. The findings showed significant influence of environmental consciousness, concern for Thailand’s environment and reference groups on perception of climate change. Social media influence, however, showed no such influence. The findings also showed the significant influence of perception on adaptation practices toward climate change. The findings of this study throw light on the characteristics of generation Z and will assist marketers and policymakers when framing legislation and practices to mitigate the harmful effects of climate change in the Thai context.


Environmental consciousness, Environmental concern, Reference group influence, Perception of climate change, Adaptation practices, Social media, Generation Z, Thailand


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