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Over the past two decades, Thailand, as an emerging economy, has developed sustainable consumption and production (SCP) policies and strategies to a considerable extent. While the first phase of SCP policy development has primarily focused on upstream actors and production processes, the second phase has extended company SCP policies and strategies to downstream actors and consumption processes. Through a desk study and interviews, we examine how appliance and dairy companies in Thailand have been involved in the shift from sustainable production to (also) sustainable consumption, from upstream to (also) downstream orientations, and from green supply to (also) green demand. Our analysis shows that carefully framing the role of citizen-consumers as change agents is required for the successful enrollment of Thai consumers in emerging markets for sustainable products and services. In making the shift towards consumers, companies can be assisted by so-called intermediary organizations that claim to hold specific knowledge on and access to Thai consumers.

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