Factors Influencing Consumer Purchase Intention of Air Purifier in Thailand

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Published: Dec 1, 2025
Keywords:
Purchase Intention Air Purifier Structural Equation Modeling

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Chutisorn Ruangnarab
Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna Nan
Vanida Pimkord
Faculty of Economics, Ramkhamhaeng University

Abstract

Air pollution is increasing nowadays, so air purifiers are another product that can help reduce it. This research aimed to study factors influencing consumers' purchase intentions for air purifiers in Thailand using a quantitative research approach. Data were collected through a survey questionnaire from a purposive sample of 500 consumers who have purchased or plan to purchase air purifiers and reside in Thailand. The data were analyzed using descriptive statistics (frequency and percentage) and Structural Equation Modeling (SEM) to identify factors influencing consumer purchase intention for air purifiers. The results indicated that both awareness of the health effects of air pollution and knowledge about air purifiers significantly influenced consumers' purchase intentions through their attitudes towards these products. For the 7Ps marketing mix, only the price factor significantly affected consumers' intention to purchase air purifiers. This research differs from previous research in terms of the factors used in the study that reflect the relationship in purchase decision-making for air purifier products, leading to the development of product features and characteristics to better respond to consumer behavior.

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How to Cite
Ruangnarab, C. ., & Pimkord, V. . (2025). Factors Influencing Consumer Purchase Intention of Air Purifier in Thailand. Journal of Management Sciences Suratthani Rajabhat University, 12(2), 469–490. retrieved from https://so03.tci-thaijo.org/index.php/msj/article/view/281812
Issue
Vol. 12 No. 2 (2025): Journal of Management Science, Suratthani Rajabhat University (๋July - December 2025)
Section
Research Article
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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