THE RELATIONSHIPS BETWEEN CORPORATE SOCIAL RESPONSIBILITY PERFORMANCE OF THAILAND TOBACCO MONOPOLY, IMAGE OF THAILAND TOBACCO MONOPOLY AND TOBACCO CONSUMPTION ATTITUDE

Abstract

 The purposes of research were (1) to study Corporate Social Responsibility (CSR) of Thailand Tobacco Monopoly (TTM), corporate image and attitudes toward tobacco consumption (2) to study the relationship between CSR of TTM and corporate image (3) to study the relationship between CSR of TTM and attitudes toward tobacco consumption and (4) to study the relationship between corporate image and attitudes toward tobacco consumption from 400 sample population of Bangkok Metropolis by using questionnaire as a collection method. Statistics used to analyze the data were percentage, mean, standard deviation (S.D), correlative analysis and hypothesis testing was performed by correlation coefficient technique. The research found that: The CSR performances of TTM were at a high level, the corporate image was found to be at the moderate level whereas the attitude toward tobacco consumption was high. The CSR performances of TTM slightly positive related to corporate image and the attitude of tobacco consumption except the CSR performances of TTM in aspects of sport and social security were found not to be related with tobacco consumption. The corporate image has slightly negative relationship to the attitude of tobacco consumption. The research result will benefit for organization to operate the business among stop tobacco campaign. To develop the business and make it sustainable, TTM should run CSR activities continuously by focusing on environment and social. Also TTM should encourage people that TTM will produce cigarette with less cancer substances.