A Study On The Consumers' Buying Behavior Towards Green Products In Bangkok
In spite of global awareness towards health, pollution and environmental issues, consumers have started to evidence a marked preference on green products and play their roles in environmental protection. However, green consumption cannot be controlled but arises from the value held by consumers. As a result, it is essential to understand which factors stimulate customers in buying environmentally friendly products. Hence, the objective of this study aims at determining factors influencing Thai consumers on buying green products. Cross-sectional data were carried out with the respondents in Bangkok, Thailand, through questionnaires. Data were analyzed using descriptive statistics and factor analysis employed to test the proposed hypotheses. From the analysis, the respondents still had less knowledge about green products. The study also revealed that the barrier in buying green products was the price of the products which are higher than non-green ones. The results from factor analysis revealed that there were nine factors influencing consumers’ behaviors on green products i.e. perception on environmental concerns, safety and health concerns, green packaging, convenience to buy, environmental attitude, subjective norms, green product management, environmental laws and perceived value. Finally, strategies for Thai government and relevant authorities were recommended and further study was also discussed in this paper.
Keywords - Buying behavior, Decision Making Trial and Evaluation Laboratory (DEMATEL), Environmental issues, Factor analysis, Green products,