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This is a Quantitative Study study.

October 2, 2025Open Access

Prosocial Behaviour in Ethical Consumption: Evidence from Thai Consumers of Hill Tribe Handcrafts

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Compassionate changemakers demonstrate the highest prosocial motivations, while disengaged bystanders score the lowest.
Three distinct consumer segments were identified, showing significant differences in altruistic dispositions and intentions.
The study uses cluster analysis and survey data from 303 Thai participants to uncover psychological antecedents.
Insights aim to enhance marketing strategies for promoting socially responsible consumption in non-Western contexts.

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Survey data explores prosocial motivations in ethical consumption for three consumer segments, indicating psychological diversity.

Siripan Deesilatham (2025) studied this question.

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