The factors affecting young Thai consumer' Eco-fashion product purchase decision.

Abstract

Since the growth of green markets including the market for eco-fashion are now thriving especially among young people, right marketing strategies and communications are inevitably needed to stay in the competition. Accordingly, this research aims to investigate what could be influential factors towards young people’s eco-fashion product purchase intention. To answer research question, quantitative approach are used. In terms of respondents, this research aims to study young people who are described to be at the age of 15-24. As the convenience of the researcher are primarily concerned, the respondents are collected solely in Bangkok and near areas. After data analysis, there are only 4 factors remaining and having strong relationship towards young Thai consumers’ eco-fashion product purchase decision which are social influence, concern for self-image, environmental knowledge and perceived environmental responsibility respectively. Furthermore, however, the result also shows that young Thai consumers tend to adopt green practices or buy eco-fashion products as a way of self-fulfilment. Unlikely, they all truly concern the environmental issues.