Factors Influencing Consumer Behavior and Awareness of Green Products’Purchasing in Thailand
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Abstract
The study aimed to investigate factors influencing consumer behavior of green products’ purchasing and apply into green marketing, production, communication, and product development. Data was collected by surveying 1,390 households in Bangkok and 5 provinces. The hypotheses were analyzed by MRA and compare mean with t-test. Research resulted that psychological factor have significantly affected on green products’ buying decision, green awareness have significantly affected more than an average, and green product development is based on product or service, packaging, and promotional media.
Suggestions included increasing of environmental problem awareness will improve buying more green products; psychological factor has influenced green buying behavior as a green product development. Data collected by questionnaire must be clarified in sample group, and future study must be frame worked the green products’ context and testing of other green products as well.
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References
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