ประโยชน์ที่รับรู้เทียบกับต้นทุนที่รับรู้: ปัจจัยขับเคลื่อนสำคัญในการซื้อผลิตภัณฑ์ดูแลร่างกายออร์แกนิกในกรุงเทพมหานครและปริมณฑล

Aekphusit Boonsiriyotthakul; สร้อยบุปผา สาตร์มูล

doi:10.14456/tisr.2025.3

Authors

เอกภูศิษฐ์ บุญศิริยศฐากุล มหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์
สร้อยบุปผา สาตร์มูล มหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์

DOI:

https://doi.org/10.14456/tisr.2025.3

Keywords:

Attitude toward Buying, Subjective Norm, Trust, Past Experience, Purchase Intention

Abstract

This research aims to analyze the factors influencing the decision to purchase organic personal care products among consumers in Bangkok and its metropolitan areas. The factors examined include health awareness, appearance consciousness, purchasing attitudes, reference group conformity, confidence, and past experiences. Understanding consumer behavior in this segment is crucial for businesses and policymakers. This study employs a quantitative survey method, collecting data through questionnaires. The findings reveal that health awareness, appearance consciousness, purchasing attitudes, reference group conformity, confidence, and past experiences significantly influence the decision to purchase organic personal care products among consumers in Bangkok and its metropolitan areas. Notably, purchasing attitudes, confidence, and past experiences play pivotal roles as mediating variables in shaping consumer perceptions and driving purchasing behavior.

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