The attitudes of people and the influencing factors on intention to purchase green products in Thailand.

Abstract

The purpose of this study is to identify the environmental attitudes of Thai people, and what are the key factors affecting intention to purchase a green product, including what is the characteristic of Thai people who have the intention to purchase green products the most. In this study determine the sample criteria into 2 groups of respondent which are people who used to buy green products and people who never bought the green product before to improve understanding about the environmental attitude, behavior, and perceived risk of Thai people to elaborate marketing strategies for the companies. The result showed that people who used to buy green products realize and concern about environmental problems include having a positive attitude toward green products more than people who never bought the green products before. In addition, the result showed that environmental attitude and positive perceived risk affect intention to purchase green products in a positive way, while negative perceived risk affects intention to purchase green product in a negative way. By Thai people who have intention to purchase green products the most is female who married and live with family.