A Study of the Key Factors of Purchase Intentions on Green Products in Thailand

Abstract

In response to the escalating demand for environmentally friendly products, this study investigates the interplay of six crucial elements—environmental knowledge, green marketing, green word of mouth (WOM), green perceived value, green satisfaction, and green trust—on consumers’ intentions to purchase green products in Thailand. Utilizing the Theory of Planned Behavior and qualitative research methods, this study aims to provide a comprehensive understanding of consumer behavior toward green products among various demographics in Thailand. The research employed a purposive sampling technique to engage with 20 consumers in Thailand, representing diverse demographics. Through qualitative techniques including in-depth interviews, the study captured nuanced perspectives and insights on consumer attitudes, preferences, and motivations towards green products.
The findings reveal that environmental knowledge significantly influences consumers’ attitudes towards green products, while green marketing strategies play a crucial role in shaping their perceptions and purchase intentions. Moreover, green word of mouth emerges as a powerful influencer, impacting consumers’ trust and satisfaction with green products. The study also underscores the importance of green perceived value in driving purchase intentions, with consumers seeking products that align with their environmental and sustainability concerns.
This research contributes to the existing literature by enriching our understanding of consumer behavior within the context of sustainable consumption, particularly in the Thai market. The findings offer actionable implications for businesses, informing the development of effective green marketing strategies tailored to resonate with environmentally-conscious consumers. Moreover, the study highlights the need for policymakers to support initiatives that promote sustainable consumption practices, thereby fostering a more environmentally responsible society in Thailand. Overall, this research endeavors to bridge the gap between academia and practice, providing stakeholders with actionable insights to enhance environmental stewardship and promote sustainable consumption practices in Thailand’s marketplace.

Keywords: green environmental product, purchase intention, Thai market

6517193021 Nguyen Thi Hoa My, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), – A Study of the Key Factors of Purchase Intentions on Green Products in Thailand, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand -Sino International Conference and The 17th National and International Academic Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย