New nationwide study by Marketbuzzz and Thammasat University School of Global Studies reveals a dramatic public mood shift – but also a surprising resilience in environmental values even as economic pressure mounts.
For three consecutive years – 2023, 2024, and 2025 – environment and pollution held the top spot in Thailand’s national public concern rankings. In 2026, it has been displaced. Rising prices, cited by 45% of Thais, have edged back to number one, with the environment a close second at 43% in this year’s annual nationwide study conducted by Marketbuzzz in partnership with Thammasat University School of Global Studies.
Yet the story is not one of retreat. Even as household budgets tighten, Thais’ appetite to back environmentally friendly companies has strengthened – with 72% now saying they would definitely support green brands, up from 66% in 2025. In challenging economic times, that is remarkable.
2026 Study by Marketbuzzz in partnership with Thammasat University’s School of Global Studies
A Nation Under Pressure – but Not Disengaged
The broader concern rankings tell a story of mounting financial anxiety. Rising prices (45%), economy in general (35%), government corruption (30%), and unemployment (26%) all rank prominently – reflecting a public grappling with the realities of a tougher economic environment. Crime, traffic, and healthcare also feature in the top ten.
Yet environment has not disappeared from the national concerns. It remains second – and even based on the five-year trend, it has dominated public worry for the bulk of this decade. The 2026 result is not a rejection of environmental concern; it is an indicator of how severe the cost-of-living squeeze has become.
The Concern-Action Gap: Still Wide
Despite high acknowledgment that the environment has a very big impact on quality of life (61%), action remains largely confined to convenient, less-effortful behaviours. Switching off lights when not in use (51%) and bringing reusable bags to stores (44%) are the most common steps taken in the past week. Recycling waste (43%) and separating waste (41%) are also reasonably common.
More demanding or socially visible behaviours remain less practised. Only 31% reported refusing plastic bags in store, and just 25% said they had taken public transport for environmental reasons in the past week. The gap between caring and doing has not meaningfully closed.
Looking ahead, pessimism outweighs hope: 47% of Thais believe environmental problems will worsen over the next five years, compared to only 26% who think the situation will improve.
2025 Study by Marketbuzzz in partnership with Thammasat University’s School of Global Studies
Green Brands: A Bright Spot
The standout finding in 2026 is the rise in Thai’s willingness to back environmentally responsible companies. At 72% – up six points from 2025’s 66% – this signals that environmental values are not simply being traded away under economic pressure. Thais appear to be holding on to their green instincts, even while prioritising affordability in daily life.
Among companies seen as contributing positively to the environment, PTT leads at 75%, followed by True/dtac at 72%, Samsung at 60%, and AIS at 59%. Bangchak, 7-Eleven, Toyota, and Lotus’s also feature prominently in public perception.
“This is not a retreat from environmental values – it is a recalibration under pressure. The fact that support for green brands has actually grown while wallets have tightened tells us something important: Thais have not given up on sustainability. They are looking for leadership from companies to help them act on it.”
— Grant Bertoli, CEO, Marketbuzzz
What Thais Worry About Most in the Environment
When asked specifically about environmental concerns, global warming (53%) and air pollution (51%) lead, followed by climate change (27%), drought (27%), and flooding (25%). On the causes of air pollution, Thais most frequently cite incineration of waste and agricultural burning (46%) and vehicle smog (40%).
“Sustained concern for environmental issues, even amid significant economic challenges, demonstrates the depth of awareness among Thai people about environmental threats. The gap between concern and action highlights the need for systematic support to help individuals translate their awareness into meaningful behavioural change. This is where both policy and corporate leadership must step up and why School of Global Studies focus on fostering the knowledge skills and mndset to engage with these challenges.”
— Professor Dr. Nuntavarn Vichit-Vadakan, Dean, Thammasat University School of Global Studies
About the Study
The survey was conducted nationwide in April 2026 with a sample of n=805. It forms part of an annual study series on Thai public attitudes towards the environment, conducted by Marketbuzzz in partnership with the School of Global Studies at Thammasat University.
For more details, please contact Grant Bertoli, Marketbuzzz (grant@buzzebees.com) or Neil Gains, School of Global Studies at Thammasat University (neil@sgs.tu.ac.th).
For more information please contact:
clientservice_marketbuzzz@buzzebees.com
Khuntira Natvatananon, PR Senior Consultant
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E-mail: khuntira@buzzebees.com
