Consumer Behavior for Ecological products Among Gen Z In Cambodia

Monivongsa Roth

Master's thesis

Abstract:

This study investigates how Generation Z in Cambodia perceives, interacts with, and influences the ecological products market. Amidst a global surge in environmental awareness, this research aims to delve into the specific consumer behaviors and motivations of a demographic that is pivotal due to its growing economic influence and unique consumer patterns. The objectives were structured to assess the awareness and purchasing behaviors of Gen Z, identify the influencing factors of their consumption choices, and evaluate the effectiveness of existing market strategies. The findings suggest a moderate awareness among Cambodian Gen Z consumers regarding ecological products, with significant influence from digital media platforms and peer recommendations. The study also highlights several barriers to greater market penetration, including price sensitivity and limited availability of products. Based on these insights, recommendations are proposed for marketers to enhance the visibility and appeal of ecological products. This research not only contributes to the academic field by providing a focused analysis of Gen Z in Cambodia but also offers practical strategies for stakeholders aiming to capitalize on and foster sustainable consumption patterns.

Abstract:

This study investigates how Generation Z in Cambodia perceives, interacts with, and influences the ecological products market. Amidst a global surge in environmental awareness, this research aims to delve into the specific consumer behaviors and motivations of a demographic that is pivotal due to its growing economic influence and unique consumer patterns. The objectives were structured to assess the awareness and purchasing behaviors of Gen Z, identify the influencing factors of their consumption choices, and evaluate the effectiveness of existing market strategies. The findings suggest a moderate awareness among Cambodian Gen Z consumers regarding ecological products, with significant influence from digital media platforms and peer recommendations. The study also highlights several barriers to greater market penetration, including price sensitivity and limited availability of products. Based on these insights, recommendations are proposed for marketers to enhance the visibility and appeal of ecological products. This research not only contributes to the academic field by providing a focused analysis of Gen Z in Cambodia but also offers practical strategies for stakeholders aiming to capitalize on and foster sustainable consumption patterns.

Keywords

Keywords, ecological product, eco-friendly product

Language used: English

Date on which the thesis was submitted / produced: 19. 4. 2024

Thesis defence

• Supervisor: doc. Ing. Miloslava Chovancová, CSc.

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / field:
Management and Marketing / Management and Marketing