Lifestyles and Sustainable Marketing Strategies Affecting the Decisions to Purchase Eco-Friendly Products in Nonthaburi Province

Abstract

              This research aims to study: 1) the importance level of consumer lifestyles in Nonthaburi Province; 2) the importance level of sustainable marketing strategies; 3) the purchasing behavior of eco-friendly products; 4) the influence of lifestyle on purchasing behavior; and 5) the influence of sustainable marketing strategies on purchasing behavior. The sample consisted of 400 consumers in Nonthaburi Province, selected through stratified sampling. Data were analyzed using descriptive statistics and multiple regression analysis (Enter method).

              The findings revealed that: 1) Consumers rated their overall lifestyle as high (( =4.15$). 2) Sustainable marketing strategies were rated as highest overall (( =4.41). 3) Overall purchasing behavior was rated as high (( =4.15). 4) Activities, interests, and opinions factors of lifestyle significantly influenced the purchasing behavior of eco-friendly products (p<.05). Interests showed the strongest positive influence (Beta = 0.369) , and the model explained 59.1% of the variance (R²=0.591). 5) Product, price, and sustainable marketing communication factors significantly influenced purchasing behavior (p<.05). Product showed the strongest positive influence (Beta = 0.305) , and the model explained 44.7% of the variance (R²=0.447).