An evaluation of corporate customer need with regard to the use of product service systems for the furniture business through environmental marketing

Abstract

Presently, the entrepreneur and the manufacturing industry are considering a change in their business strategy by putting more emphasis on products and services that place importance on environmental marketing. The idea of a product service system that aligns with environment-friendly furniture is a new concept in developing countries such as Thailand. Entrepreneurs have found it challenging to evaluate whether or not the con- sumer is willing to pay for environment-friendly products and services that have been carefully designed. The objective of this research was to evaluate 124 companies, in Bangkok. Analysis to measure awareness and environment-friendly consumer behavior was based on consideration of consumers’ behavior in the purchasing and usage of furniture, using statistics, a t-test and ANOVA, with tests at a confidence level of 95%. The research found that consumers from the government sector have awareness of environ- mental impact and are willing to purchase environment-friendly furniture more than those from the private sector at a statistically significant level, with regard to de- toxification at p =  .002, de-energization or de-carbonization at p  =  .010  and de-waste at  p = .003. On average, large organizations are more willing to purchase environment- friendly furniture than organizations of other sizes. Both the government and private sector have similar requirements regarding the characteristics of furniture design. The service requirements of both sectors are also at a high level while furniture is in use post –purchase.