| Title: | An Integrated Model of Customers’ Purchase Intention Toward Residential Solar Energy Systems in Bangkok, Thailand: The Roles of Psychological, Environmental, and Marketing Factors |
| Author: | Fan Yunkang |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp. 1093-1105 Conference Publication Year: 2569 (2026) View |
Abstract
Residential solar energy systems have become increasingly relevant as Thailand promotes renewable energy and reduces dependence on conventional electricity. This study aimed to examine the influence of Psychological Factors, Environmental Knowledge, and Marketing Mix on Customer Purchase Intention toward residential solar energy systems in Bangkok, Thailand.
A quantitative research design was employed using a structured questionnaire administered to individuals aged 22–60 years residing in Bangkok. Of 450 questionnaires collected, 396 valid responses were retained after data screening. The data were analyzed using descriptive statistics, Cronbach’s alpha reliability analysis, Pearson correlation analysis, Pearson’s chi-square test of independence, multiple linear regression analysis, and One-Way Analysis of Variance (ANOVA) with Scheffé post hoc comparisons.
The reliability results demonstrated satisfactory internal consistency, with Cronbach’s alpha coefficients ranging from .861 to .916. The multiple regression model was statistically significant, F(3, 392) = 201.039, p < .001, R² = .606, indicating that the three predictors jointly explained 60.6% of the variance in Customer Purchase Intention. Psychological Factors (β = .197, p < .001) and Marketing Mix (β = .602, p < .001) had significant positive effects on Customer Purchase Intention, whereas Environmental Knowledge was not statistically significant (β = .049, p = .336). Marketing Mix was the strongest predictor, followed by Psychological Factors. The findings suggest that solar energy businesses and relevant stakeholders should emphasize effective marketing strategies and psychological considerations when promoting residential solar energy systems in Thailand.
Keywords: psychological, environmental knowledge, marketing mix, customer purchase intention, residential solar energy systems.