Analyzing the Drivers of Green Product Adoption in Bangkok, Thailand: A Focus on Electric Vehicles Transportation
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Abstract
This study investigates the drivers of green product adoption in Thailand, focusing on electric vehicle (EV) adoption as a key solution to reduce carbon emissions and enhance environmental sustainability. Grounded in the Technology Acceptance Model (TAM), the research examines how product information availability and persuasive advertising influence consumer attitudes and decision-making. Quantitative data were collected from 901 respondents across 21 districts in Bangkok, all with direct EV experience. Confirmatory Factor Analysis (CFA), multiple linear regression, and Structural Equation Modeling (SEM) were used for analysis. Results show that product information availability (β = 0.415***) and persuasive advertising (β = 0.502***) significantly and positively affect consumer decision-making. These relationships are mediated through key TAM constructs: product information availability influences perceived usefulness (β = 0.594***), perceived ease of use (β = 0.581***), and perceived risk (β = 0.448***), while persuasive advertising affects perceived usefulness (β = 0.689***), perceived ease of use (β = 0.685***), and perceived risk (β = 0.503***). The findings highlight the importance of information clarity, strategic communication, and supportive policy to accelerate EV adoption in Thailand.
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