Purchase intention toward circular economy products in Thailand.

Abstract

The circular economy is a promising solution to solve the word's environmental problem. There are some knowledge gaps for consumer behavior. Therefore, this research aims to explore Thais' behavior for the purchase intention factor. The study adopted the Theory of Planned Behavior. The research was conducted from April to June 2020 in Thailand by using convenience random sampling with snowball techniques. In the end, we got 559 respondents, and the results were shown that attitude perceived behavioral control and subjective norms have the relationship for purchase intention. and the results of moderators were; age can moderate perceived behavioral control and subjective norms. Price sensitivity can moderate attitude. Perceived convenience can moderate attitude and perceived behavioral control, and product involvement can moderate attitude and perceived behavioral control.