Concern Does Not Matter: Psychological Determinants on Green Product Buying Behavior
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Abstract
This quantitative research employed a survey method. The objectives were twofold: 1) to analyze the influences of psychological determinants (i.e., attitudes toward buying green products, green value, environmental concern, and environmental knowledge) on green product buying behavior, and 2) to compare the differences between Generation X and Y consumers, in terms of the aforementioned variables. The data were drawn from 451 Generation X and Y consumers across multiple districts in Bangkok. Based on the stepwise multiple regression analysis, the results indicated that environmental knowledge (b = 0.320), green value (b = 0.263), and attitudes toward buying green products (b = 0.182) are predictors for green product buying behavior. Meanwhile, environmental concern does not have any influence. The results also show that Generation X and Y consumers are significantly different in all aspects, except for environmental concern.
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