Marketing Mix Factors Affecting Green Products Purchasing Decision of Customer in Mueang District Nakhon Ratchasima Province
Article Sidebar
Main Article Content
Abstract
The research aimed to study personal factors and marketing mix factors that influence consumers’ decision to purchase green products in Mueang District, Nakhon Ratchasima Province. An online questionnaire was used to collect data from a sample group of 400 using non-probability sampling and purposive sampling and the data were statistically analyzed: One-Way ANOVA, pairwise difference test, and multiple regression analysis stepwise method.
The results of the study found that personal factors, such as different income and different occupations have different effects on purchasing decisions for environmentally friendly products. Marketing factors promotion, distribution channels, and products have an effect on consumers' decision to buy green products. Three factors predicted the decision to buy green products by 15.60 percent. The results of the study can be applied by entrepreneurs to manage the marketing of green products in order to develop and improve products, to create satisfaction and respond to consumer needs, and for business competition in the industry.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are SJMS’s copyright. The editorial board allows all published articles to be copied, excerpted, or disseminated with academic citation.
References
Angthanakul, P. (2022). Purchase Intention for Non-Package Product of Generation Y Consumer in Bangkok Metropolitan. Master of Business Administration, Srinakharinwirot University.
Apipadchayaskul, K. (2015). Consumer behavior. Bangkok: Focus Media and Publishing.
BnB home. (2025). Choosing environmentally friendly products can help the world easily. Retrieved January 30, 2025, from https://www.bnbhome.com/th
Boztepe, A. (2012). Green Marketing and Its Impact on Consumer Buying Behavior. European Journal of Economic and Political Studies 5, 5-21.
Chinangkool, N. (2019). The Customer Perceptions of Green Eco-Friendly Product and Green Marketing Mix toward Purchase Intention of Green Label Products in Songkhla Province. Master of Business Administration, Prince of Songkla University.
Choy, D., & Prizzia, R. (2010). Consumer behavior and environmental quality in Hawaii. Management of Environmental Quality: An International Journal, 21(3), 290-298.
Cochran, W. G. (1977). Sampling techniques. (3rd ed.). New York: John Wiley & Sons.
Department of Science Service. (2025). Environmentally Friendly Products. Retrieved January 20, 2025, from http://lib3.dss.go.th/fulltext/techno_file/CF103/CF103(D10).pdf
Environment and Pollution Control Office 13. (2023). Environmental pollution problems and good prevention and solutions. Retrieved January 20, 2025, from https://epo13.pcd.go.th/th/news/detail/9373
Gan, C., Wee, H. Y., Ozanne, L., & Kao, T. H. (2008). Consumers’ purchasing behavior towards green products in New Zealand. Innovative Marketing, 4, 93-102
Gracs. (2025). Global Warming. Retrieved January 18, 2025, from https://gracz.co.th/blog/post/planet-global-warming.
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010) Multivariate Data Analysis. (7th ed.). Pearson, New York.
Hanaysha, J. (2016). Examining the Effects of Employee Empowerment, Teamwork, and Employee Training on Organizational Commitment. Procedia - Social and Behavioral Sciences, 2016(229), 298–306.
Inthasang, C., Klinsukhon, S., & Wirunphan, P. (2019). Environmental marketing that influences customer satisfaction. Srinakharinwirot Business Journal, 10(1), 91-102.
Kankananthaphong, W. (2021). Factor Affecting Customer Purchase Intention of Food Products that use Eco-Friendly Packaging Selling on Food Applications in Bangkok. Master of Management Program, Mahidol University.
Kanten, P., & Ulker, F. E. (2014). A relational approach among perceived organizational support, proactive personality and voice behavior. Procedia-Social and Behavioral Sciences, 2012(62), 1016-1022.
Kongsat, S., & Thamwong, T. (2008). Finding the reliability of the questionnaire (IOC). Phra Nakhon Si Ayutthaya: Mahachulalongkornrajavidyalaya University.
Kotler, P. (2014). Principle of marketing. New Jersey: Pearson Prentice Hall.
Limsawan, P. (2020). Factors affecting environmental conservation behavior by using environmentally friendly products of students and personnel at Green University, Nakhon Pathom Province. Master of Business Administration Thesis, Silpakorn University.
Manawet, P. (2017). Factors influencing the decision to purchase coffee using environmentally friendly packaging. Rajapak Journal, King Mongkut's University of Technology Thonburi, 11(24), 93-98.
Manowat, T. (2020). The Influence of Green Brand on Consumer Buying Behavior: A Study of Refill Shoppe Grocery Shop at Thammasat University. Master of Economics, Thammasat University.
Nathan, C. S., & Mathi, K. M. (2013). A study on purchasers of natural products for possibility of green marketing in Trichy and Chennai City. International Journal of Marketing and Technology, 3(10), 109-119.
Nilwanchanakul, K. (2013). Knowledge and attitude that influence the purchasing behavior of environmentally friendly products of consumers in the Northeast.Journal of Administrative Science, Ubon Ratchathani University, 2(3), 74-75.
Nimual, N., Sanae, T., Khunchan, P., & Jongkraijak, W. (2023). Factors Affecting the Behavior of Purchasing Eco-Friendly Products in Meuang District, Phuket Province. The 14th National Academic Conference, Academic Year 2023. 66-75.
Nisaisuk, N., & Donkwa, K. (2015). Factors Affecting Green Products Purchasing Behavior of Consumers. Community Research Journal, 9(2), 57-67.
Nunnally,J.C. (1978). Psychometric theory. (2nded). New York: McGraw-Hill.
Patanadul, P., & Jadesadalug, V. (2016). Factors Affecting Purchase Intention of Eco-Products Among Consumers In Park Kret Area, Nonthaburi Province. Veridian E-Journal, Silpakron University, 9(2), 857-872.
Peattie, K. (1992). Green Marketing. Pitman Publishing, London.
Pedhazur, E.J. (1997) Multiple Regression in Behavioral Research: An Explanation and Prediction. Holt, Rinehart & Winston, New York.
Rahbar, E. & Wahid, N.A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73-83.
Sadthong, P. (2023). Behaviors and Marketing Mix Affecting Customers’ Purchasing Decisions on Environmentally Friendly Products in Bangkok. Rajapark Journal, 17(52),404-415.
Santiwong, T. (1997). Consumer behavior in marketing. Bangkok: Thai Wattana Panich.
The Department of Science Service: DSS. (2025). Environmentally Friendly Products. Retrieved January 30, 2025, from http://lib3.dss.go.th/fulltext/techno_file/CF103/CF103(D10).pdf
Thirasorn, S. (2016). Marketing Communication. Bangkok: Chulalongkorn University.
Unaprom, C. (2022). Purchasing Behavior Toward Environmentally Friendly Products for Consumers in Phonngam Subdistrict Nonghan District Udon Thani Province. Payap University Journal, 32(2), 32-49.
Walters, C. G. (1978). Consumer behavior: Theory and practice. Homewood, IL: Richard D.Irwin.
Wongsribupachart, N., & Thornchareankul, N. (2023). Factors Affecting to Consumer’s Decision of ECO-FRIENDLY Packaging of Consumers in Bangkok. Ramkhamhaeng University Journal: Graduate School, 6(3), 77-90.
Zort. (2023). Can eco-friendly products really reduce environmental impacts. Retrieved January 20, 2025, from https://zortout.com/blog/what-are-environmentally-friendly-products.
