Perception and buying behavior of Thais people toward brands using green marketing.

Abstract

This research aims to study the perception and buying behavior of Thai people toward brands using green products and what are the important factors that persuade their buying decision and trigger their purchasing intention effectively. This study using quantitative method on online survey from 120 Bangkokians, focusing on green consumers who had experiences on buying green products. The findings of the study showed the significant number of attitudes on green consumer factor that people believe in news and social media that they perceived. So, it can describe that News and social media of polluted world was driven their attitude which influences to green purchasing. Environmental knowledge significantly influences to people who has age range between 25-35 more than 36-45 years old. Eventually, differences among educational level above bachelor’s degree can be influenced by attitude on green purchasing, environmental knowledge and social responsible consumption behavior