Factors Influencing Consumers’ Decision to Purchase Environmentally Friendly Productsin Bangkok and Its Vicinity

Abstract

This research aimed to study the level of factors influencing the decision to purchase environmentally friendly products of consumers in Bangkok and its vicinity and to compare the factors influencing the decision to purchase environmentally friendly products of consumers in Bangkok and its vicinity. The sample group used in this research was consumers residing in Bangkok and its vicinity, selected using the non-probability sampling method and convenience sampling, totaling 432 people. The instrument used for data collection was a rating scale questionnaire, which was tested for reliability using Cronbach's Alpha Coefficient, which was 0.94. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including t-test, One-way ANOVA, and pairwise comparisons using the LSD method. (Least Significant Dirrercence).  The research results found that 1) The level of factors that influenced the decision to purchase environmentally friendly products of consumers in Bangkok and its vicinity, both overall and in each aspect, was at a high level. The aspect with the highest average value was: Environmentally friendly product use behavior, followed in order by distribution channels, Price, support for environmental conservation, attitudes toward environmentally friendly products, concern or awareness of environmental problems, marketing promotion, products, intention to purchase environmentally friendly products, and knowledge of environmental problems.  2) Comparison of factors influencing the decision to purchase environmentally friendly products classified by individual condition. Different levels of education have different overall purchasing decisions for environmentally friendly products. Different occupations have different overall purchasing decisions for environmentally friendly products. Different incomes have different overall purchasing decisions for environmentally friendly products at a statistically significant level of 0.05. As for gender and age, there is no difference in overall purchasing decisions for environmentally friendly products.