The Influence of Behavioral and Marketing Factors on Generation X's Purchase Decisions for Eco-Friendly Dietary Supplements in Central Thailand

Ntapat Worapongpat

Authors

Ntapat Worapongpat Ntapat Worapongpat 0009-0008-3071-5249

Keywords:

marketing factors; purchasing behavior; Generation X; environmentally-friendly dietary supplements

Abstract

This study examines the influence of behavioral and marketing factors on the purchase decisions of Generation X consumers regarding eco-friendly dietary supplements in Central Thailand. The research has three objectives: (1) to examine personal and behavioral characteristics influencing purchase decisions, (2) to compare purchase decisions across demographic and consumption behavior groups, and (3) to analyze the effects of key marketing factors on purchase decisions.A quantitative research design was employed. The population comprised Generation X consumers who had purchased eco-friendly dietary supplements in five provinces in Central Thailand Bangkok, Nonthaburi, Pathum Thani, Phra Nakhon Si Ayutthaya, and Samut Prakan. A sample of 400 respondents was selected using a multi-stage random sampling method. Data were collected via a structured questionnaire and analyzed using descriptive statistics, t-tests, F-tests, and multiple regression analysis.The results indicate that most respondents were female, aged 45–55 years, married, held a bachelor’s degree, and were salaried employees or private business owners with a monthly income exceeding 30,000 Baht. Purchasing decisions differed significantly across demographic and consumption behavior characteristics. The regression results show that marketing communication, brand credibility, price, and product accessibility have a statistically significant influence on purchase decisions for eco-friendly dietary supplements.The findings highlight the importance of credibility-driven communication and accessible distribution strategies in promoting environmentally friendly health products among Generation X consumers. This study contributes context-specific evidence to the literature on green consumption and provides practical implications for marketers and entrepreneurs targeting sustainable health product markets in emerging economies.

Author Biography

Ntapat Worapongpat, Ntapat Worapongpat

Nonthaburi

References

Aiswarya, U. B., Harindranath, R. M., & Challapalli, P. (2024). Social media information sharing: Is it a catalyst for green consumption among Gen X and Gen Y cohorts? Sustainability, 16(14), 6011. https://doi.org/10.3390/su16146011

Amin, S., & Tarun, M. T. (2022). Boosting ecological food consumption behavior among millennials: Role of health consciousness, perceived consumer effectiveness and ethical self-identity. Management of Environmental Quality: An International Journal, 33(6), 1344–1361. https://doi.org/10.1108/MEQ-03-2022-0043

Armstrong, G., & Kotler, P. (2017). Marketing: An introduction (13th ed.). Pearson Education.

Bautista, N. I., Palmiano, J. S., Reyes, A. R., San Juan, Y. M. L., & Etrata, R. M., Jr. (2023). Beauty goes green: Effects of eco-label and price sensitivity on Filipino Gen X and Gen Z’s sustainable purchasing behaviour. East Asian Journal of Multidisciplinary Research, 2(5), 2041–2052.

Bharadwaj, S. (2022). Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: Insights from Generation Z. Young Consumers, 23(3), 468–493. https://doi.org/10.1108/YC-12-2021-1433

Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9

Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001

Maciaszczyk, M., Kwasek, A., Kocot, M., & Kocot, D. (2022). Determinants of purchase behavior of young e-consumers of eco-friendly products to further sustainable consumption: Evidence from Poland. Sustainability, 14(4), 2343. https://doi.org/10.3390/su14042343

Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370. https://doi.org/10.1108/13522750510619733

Riyaz, M., Jan, A., Khan, D., & Nadroo, Z. M. (2024). Purchase intention of Gen X and millennials for eco-friendly home appliances: A moderated multi-group analysis. IUP Journal of Marketing Management, 23(3), 1–20.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.

Sui, D., He, J., Liu, K., & Lv, X. (2024). Investigating the impact of the theory of planned behavior and food literacy on green food purchasing intentions among Chinese baby boomers, Generation X, and Generation Y. Sustainability, 16(23), 10467. https://doi.org/10.3390/su162310467

Talha, S. (2025). The impact of green marketing through packaging design on consumer behavior: A comparative study of Gen Z and baby boomers. Unpublished manuscript / Manuscript in preparation.

Thøgersen, J. (2010). Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing, 30(2), 171–185. https://doi.org/10.1177/0276146710361926

Worapongpat, N. (2022). Riceberry digital marketing management: Riceberry project community enterprise, Huai Phra Subdistrict, Don Tum District, Nakhon Pathom Province. RMUTK Journal of Liberal Arts, 4(2), 77–92.

https://so02.tci-thaijo.org/index.php/larts-journal/article/view/257376

Worapongpat, N. (2024). Marketing management and digital marketing of jasmine rice, Nong Hin Housewives Group, Ratchaburi. International Journal of Multidisciplinary in Educational & Cultures Studies, 2(1), 1–14.

https://so04.tci-thaijo.org/index.php/ijec/article/view/270721

Yanga, L., Wongkumchai, T., & Worapongpat, N. (2023). The impact of online word-of-mouth from multi-platform on product sales. UBRU International Journal, 3(3), 55–70.

https://so04.tci-thaijo.org/index.php/ubruij/article/view/269847

Yukai, S., Wongkumchai, T., & Worapongpat, N. (2023). The marketing strategy of financial holding company in the digital era on customer satisfaction: A case study of a financial holding company in China. International Journal of Multidisciplinary in Educational & Cultures Studies, 1(3), 21–34.

https://so04.tci-thaijo.org/index.php/ijec/article/view/267554

Zhi Chao, H., Wongkumchai, T., & Worapongpat, N. (2023). Rural digital model for upgrading a rural area to an efficient digital society: A case study of SMEs in Urumqi, China. International Journal of Multidisciplinary in Educational & Cultures Studies, 1(3), 35–55.

https://so04.tci-thaijo.org/index.php/ijec/article/view/268211