STRATEGIC ZERO WASTE MARKETING IN THAILAND: ENHANCING BRAND VALUE AND DRIVING SUSTAINABLE CONSUMER BEHAVIOR

Abstract

Amid rising global awareness of environmental concerns, particularly waste generation and its ecological and health impacts, businesses are increasingly adopting sustainable approaches. One emerging strategy is Zero Waste Marketing, which aims to eliminate waste across business processes while fostering resource efficiency and environmental responsibility. This article presents four strategic approaches that enhance brand image and drive sales performance by integrating zero-waste principles.

First, the Premium Pricing Strategy demonstrates that environmentally conscious consumers are willing to pay more for zero-waste or eco-friendly products, provided the brand effectively communicates value and emotional relevance. Avoiding discount promotions preserves perceived exclusivity and brand status. Second, Brand Coolness—characterized by authenticity, usefulness, aesthetics, innovation, popularity, and social symbolism—can elevate the perceived desirability of green brands, reinforcing customer loyalty and willingness to pay a premium. Third, Brand Storytelling proves to be a powerful emotional and cognitive engagement tool. Narratives highlighting production processes, raw material sourcing, or social responsibility initiatives (CSR) enhance consumer connection, brand identity, and perceived authenticity. Lastly, Eco-Friendly Packaging contributes to both waste reduction and brand differentiation. Biodegradable or recyclable packaging not only meets consumer environmental expectations but also builds long-term brand loyalty, especially among environmentally conscious segments.

The study draws on theoretical frameworks including the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (SOR) model, explaining consumer intent through attitudes, subjective norms, and external stimuli. As Thailand moves toward a circular economy, zero-waste strategies will become increasingly vital for sustainable economic and environmental development. Businesses that adopt zero-waste marketing can create competitive advantages, enhance brand equity, and contribute to long-term environmental stewardship. These strategies represent an actionable path for companies seeking to align profitability with ecological integrity in the modern market.