Corporate Social Responsibility and Attributes of Thai Traditional Medicine/Alternative Medicine Selected by Consumers for Using Thai Traditional Medicine, Alternative Medicine, and Medical Cannabis in Bangkok Metropolitan

Abstract

The objectives of this research were 1) to study consumer behavior in using Thai Traditional Medicine/Alternative Medicine (TTM/AM) 2) to study corporate social responsibility variables of TTM/AM 3) to study attributes of TTM/AM and 4) to study relationships between corporate social responsibility and marketing mix with using TTM/AM. Four hundred and fifty questionnaires were collected by judgmental sampling. Most of respondents were female, less than 25 and more than 45 years old, bachelor’s degree, private sector employee, income of 25,001 – 35,000 baht per month, and single. Analyze and present descriptive statistics.

The research results indicated that consumer use the first five TTM/AM treatments composed of Thai Traditional massage, herbal sauna, medical cannabis, aroma therapy, and macrobiotics. Health problems which consumer to consult were insomnia, stress, back pain, migraine, and paralysis. The after-treatment results were better than using TTM/AM. The consumer weight product attributes of TTM/AM for treatment method, reputation of TTM/AM, price, and tools and equipment. Moreover, corporate social responsibility variables were standard of service quality, focusing patient than profit, code of conduct, customer responsiveness, supporting to social activities, and sharing knowledge to community. Finally, factors affecting to using decision-making were corporate social responsibility, products and services, and marketing promotion.