The Factors Influence on Purchase Intention of Animal-friendly Cosmetic Products in Thailand
Keywords:
Purchase Intention, Animal-friendly Cosmetic Products, Cosmetic Products in ThailandAbstract
The aim of this research was to study the factors that influence on purchase intention of animal-friendly cosmetic products in Thailand. The samples were 215 consumers that employ animal-friendly cosmetic products in Thailand. The research tool was questionnaires that five likert’s scales in an online survey. The statistics employed frequency, percentage, mean, standard deviation, and multiple regression analysis in data analysis.
The results of this research reveal attitude
(= 0.252, p < 0.01), knowledge (= 0.249, p < 0.01), trust ( = 0.185, p < 0.10) and availability (= 0.127, p < 0.10)had Positively influence on purchase intention of animal-friendly cosmetic products in Thailand. Therefore, cosmetic industry entrepreneurs should focus on building a positive attitude towards consumers. They should provide knowledge about the problems of animal testing, build trust with consumers, and manage distribution channels to reach consumers thoroughly.
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