Trends in Innovative Marketing Communication for Sustainable Environment during B.E. 2023 – 2032

Abstract

This research was a mixed method research by used the Delphi Technique of Futures Research. The purposes were: To study Trends in Innovative Marketing Communication for Sustainable Environment during B.E. 2023 – 2032. The sample group used in this research is Group of marketers and marketing communicators who work within organizations, agencies and companies which have a guideline for conducting business regarding environmental conservation. Data were analysed using the median, mode, difference between the mode and median and interquartile range. The results of the study found that trends in innovative marketing communication for sustainable environment during B.E. 2023 – 2032 have been divided into 8 areas as followed. 1. Strategy: Companies will use sustainable development as a key factor in their long-term competitiveness. 2. Corporate Social Responsibility (CSR) for the future: Companies will attend to Socially Responsible Business Practices (CSR). 3. Innovation: Companies will have a tendency to devise and develop new technological innovations. that is overall environmentally friendly. 4. Consumer area: Consumers tend to have a more conscience towards the environment. 5. Factors affect the behaviour of consumers purchasing environmentally friendly products: Marketing communication and price factors were still factors affecting the behaviour of consumers purchasing environmentally friendly products. 6. Marketing problems and obstacles: Products and packaging will be able to move towards being biodegradable and reusable with little or no damage to the environment. There was a tendency for the public and private sectors to participate in providing support in marketing and sales promotions. 7. Problems and obstacles in marketing communications: Companies have to present environmental content and information clearly to consumers. 8. The role of public and private organizations: Companies have to organize training to create environmental awareness among employees to be cultivated and dissolved behaviours for employees in both the public and private sectors.