AN IN-DEPTH EXPLORATION OF THE NEXUS BETWEEN GREEN MARKETING, PERCEIVED ENVIRONMENTAL RESPONSIBILITY, AND GREEN PURCHASE INTENTIONS

Authors

  • Kristiya MOONSRI Faculty of Management Sciences, Phetchabun Rajabhat University, Thailand

DOI:

https://doi.org/10.14456/aamr.2024.22

Keywords:

Green Purchase Intentions, Green Marketing, Perceived Environmental Responsibility

Abstract

This research aims to investigate and compare personal factors that influence the intention to purchase environmentally friendly products, as well as examine green marketing, perceptions of environmental responsibility, and consumers' purchase intentions for these products. This research applied the quantitative method to collect data from 400 consumers who had purchased environmentally friendly products. Statistics used in data analysis included percentage, mean, standard deviation, frequency, t-test, F-test, and multiple regression analysis. The results indicate that different personal factors have no different effect on the intention to purchase environmentally friendly products. Perceived environmental responsibility and green marketing (green price, green product, and green place) affect the intention to purchase environmentally friendly products. Entrepreneurs or marketing departments can use the results of this research as a strategy to create consumers' purchase intentions for environmentally friendly products.

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Published

2024-06-20

How to Cite

MOONSRI, K. (2024). AN IN-DEPTH EXPLORATION OF THE NEXUS BETWEEN GREEN MARKETING, PERCEIVED ENVIRONMENTAL RESPONSIBILITY, AND GREEN PURCHASE INTENTIONS. Asian Administration and Management Review, 7(2), 56–65. https://doi.org/10.14456/aamr.2024.22

Issue

Vol. 7 No. 2 (2024): Asian Administration and Management Review

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Articles

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