THE ROLE OF ONLINE MEDIA IN SOCIAL MARKETING COMMUNICATION FOR PROMOTING CLIMATE CHANGE MITIGATION BEHAVIORS: A TRANSTHEORETICAL MODEL APPROACH

Abstract

This study aimed to investigate the influence of online media in social marketing communication on climate change mitigation behaviors (CCMBs) among the working-age population in Thailand based on the four stages of change in the Transtheoretical Model (TTM). Data were collected through a cross-sectional survey of 600 working-age individuals across the country. Percentage, mean, and standard deviation were employed for descriptive analysis, while multiple regression analysis (MRA) was used to test the hypotheses at the .05 significance level. The findings revealed that Facebook (β = .251), X (β = .154), and TikTok (β = .210) positively influenced the contemplation stage of CCMBs, whereas Facebook (β = .187), Websites (β = .223), and LINE (β = .172) significantly affected the preparation stage. In addition, Facebook (β = .120), Instagram (β = .172), Websites (β = .117), and LINE (β = .201) positively influenced the action stage, while Facebook (β = .169), X (β = .128), and YouTube (β = .126) significantly affected the maintenance stage. This study contributes to the understanding of how online social marketing communication can strengthen CCMBs among working-age individuals. The findings also provide practical implications for policymakers and social marketers in designing digital communication strategies to promote and sustain climate change mitigation behaviors.