58 strong predictor of recycling (Schultz, 2002), and both descriptive and injunctive social norms affect reduction of littering in public places (Cialdini et al., 1990). Lee et al. (2015) found that just providing declarative information by itself about an existing environmental program could increase people’s intention to engage in purchasing the products proposed by the program. In addition to the above information types, life cycle thinking (LCT) in information dissemination is being more commonly included. To implement sustainable consumption and production and a shift toward a circular economy, LCT is a vital concept (Lewandowska et al., 2018). This concept provides an opportunity to expand one’s focus from the narrow specific stages of one product’s life cycle to consider its entire life cycle and its consequences for the environment (UNEP, 2012). The entire life cycle includes extraction of materials from nature, manufacturing, shipping and transporting, and the use and disposal of a product. Along this chain, natural resources are utilized and disposed of accompanied by the generation of pollutants. A thorough consideration of all the impacts throughout the entire life cycle would help avoid unawareness of the problem shifting from one to another stage of the cycle. In the academic field, the concept of LCT has been applied to environmental impact assessment of products and services, and calculating the impact of life-cycle assessment (LCA) helps inform and guide consumers in making environmentally-friendly daily purchasing decisions. Tsuda et al. (2013) examined the literature on the utility of LCT-based information and found that it has been disseminated to consumers in various forms such as numeric data (e.g., a product’s carbon footprint), supply chain map visualization and documentary films. They found that although some LCT-based information was available and disseminated in the literature, an evaluation of its effect on environmental consciousness and behavior was still lacking. Relevant studies on improve The present study aims to evaluate the effect of the effect of LCT-based information on consumers’ preferences and perceptions include Upham et al. (2011) and Kikuchi-Uehara et al. (2016a, 2016b). Upham et al. (2011) found that although the respondents favored carbon labeling, they showed confused, questioning and misunderstanding responses to the labeled samples. Additional information was needed to understanding. Providing LCT-based information is also important in addition to providing a final figure based on LCA calculations like carbon footprints. Kikuchi-Uehara et al. (2016 b) applied the LCT concept to create information on environmental impacts for reusable and disposal shopping bags and determined the effectiveness of the information on respondents’ environmental awareness. They found that LCT-based information was effective at improving environmental awareness of respondents with lower LCT skills. S. PHUPHISITH et al. In Thailand, the concept of LCT had been chiefly employed for quantifying the environmental impact of products and services, i.e., LCA and footprints (Gheewala & Mungcharoen, 2017). Ecolabels, namely green labels (Type 1), SCG eco value (Type 2), carbon reduction labels (Type 3) and energy labels (other types), have been used to inform consumers for over a decade (Mungkung et al., 2021). Nonetheless, no studies focusing on the effect of LCT-based information had been accomplished yet in Thai society. Two target behaviors were selected from the results of our previous study in Bangkok (Phuphisith et al., 2017) investigating people’s practice rates of 49 PEBs, reasons for conducting or not conducting each behavior, and perceptions toward the environment and PEBs. The two selected target behaviors were ‘waste separation’ and ‘refill product purchase.’ For ‘waste separation,’ our previous study showed that it was perceived as the most environmentally-friendly action (29.0%), but practiced less often by the respondents (50.7% respondents ‘always’ or ‘often’ practiced it). In contrast, ‘refill product purchase’ was conducted by many respondents (79.0%), but less perceived as an environmentally-friendly action (2.5%). 2.2 Information Design and Treatment Groups To determine the effects of LCT-based information, three groups were established for each behavior according to the information types provided and codes shown in Table 1. The information types provided were: no information (WC and RC), information based on LCT (WL and RL) and alternative information such as descriptive norms for waste separation (WA) and product information on refill products (RA). Previous studies have demonstrated the importance of social norms to recycling (e.g., Schultz, 2002; Iyer & Kashyap, 2007); thus, one of the social norms ― the descriptive norm ― was adopted information on people’s attitudes and LCT-based behaviors, and compare the effect of LCT-based information with other types of information provision. We aim to expand knowledge into the context of developing societies, where environmental deterioration has emerged at an alarming rate but little research on PEBs exists. Southeast Asia, one of the most dynamic regions in the world, had the most rapid rate of carbon dioxide emissions during 1990–2010. In fact, about 90% of emissions arise from developing countries, namely Indonesia, Malaysia, the Philippines, Vietnam and Thailand (Asian Development Bank, 2015). As one of the fastest-growing cities and a major contributor to the region’s emissions, Bangkok, the capital of Thailand was selected as the study area. 2. Materials and Methods 2.1 Target PEBs
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