IJSSH 2017 Vol.7(5): 330-335 ISSN: 2010-3646
doi: 10.18178/ijssh.2017.V7.844

Factors Affecting on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand

Kamonthip Maichum, Surakiat Parichatnon, and Ke-Chung Peng
Abstract—This study aims to investigate the determinants that influence purchase intention towards green products of young Thai consumers group among 18 to 29 year olds. We derived and examined the model through structural equation modeling (SEM) in a sample of 425 young respondents in Thailand. Our results indicated that environmental consciousness, environmental knowledge and environmental attitude have significant positive influences on purchase intention towards green products. Hence, environmental attitude had high significant effect on consumers’ purchase intention, which reflects that the young consumers have a positive attitude towards green products, thus, making them more purchase intention. Moreover, our results suggest that environmental attitude mediates the relationship between environmental consciousness, environmental knowledge and purchase intention towards green products of young consumers group in Thailand.

Index Terms—Green products, purchase intention, Thailand, young consumers.

Kamonthip Maichum, and Surakiat Parichatnon are with the Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, No.1, Shuefu Road, Neipu, Pingtung 91201, Taiwan (e-mail: kamonthip.maichum@gmail.com, mull_milk@hotmail.com, surakiat.parichatnon@gmail.com).
Ke-Chung Peng is with the Department of Agribusiness Management, National Pingtung University of Science and Technology, No.1, Shuefu Road, Neipu, Pingtung 91201, Taiwan (e-mail: kchung@mail.npust.edu.tw).

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Cite: Kamonthip Maichum, Surakiat Parichatnon, and Ke-Chung Peng, "Kamonthip Maichum, Surakiat Parichatnon, and Ke-Chung Peng," International Journal of Social Science and Humanity vol. 7, no. 5, pp. 330-335, 2017.

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