Brand Awareness and Perception on Sustainability of Business Students towards Social Business in Thailand


Authors : Varintra Sirisuthikul, Jiroj Buranasiri

Volume/Issue : Volume 2 - 2017, Issue 7 - July

Google Scholar : https://goo.gl/knS81w

Scribd : https://goo.gl/YZUVdJ

Thomson Reuters ResearcherID : https://goo.gl/3bkzwv

The purpose of this study is to investigate to what extent business students in university in Thailand have brand awareness and perception about the sustainability impact of social businesses in Thailand. The study focuses on triple bottom line concept of sustainability framework—economic, environment and social. The research employs quantitative approach composing 400 business students who are studying undergraduate or graduate business programs at one of the government universities in Bangkok, Thailand. The finding indicates that the business students’ awareness toward the overall concept of sustainability of social businesses is in moderate level. In comparison, business students can recall mostly social business that are governmental projects, with the focus on social sustainability. Meanwhile, undergraduate students report higher brand awareness toward social business when compared to graduate students.

Keywords : Brand Awareness; Sustainability; Social Business.

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