Factors Influencing Consumers’ Purchase Decision of Bio-textile Fashion Products in Bangkok
Keywords:
Bio-textile Fashion Products, Purchase Decision, Bangkok, Perceived ValueAbstract
This research investigates the factors that affect consumers' purchasing decisions regarding bio textile fashion products in Bangkok, focusing on specific objectives (1) to examine consumer attitudes toward bio textiles and their impact on purchase intentions; (2) to investigate environmental awareness and its effect on purchase intentions for bio textile fashion products; and (3) To analyze the influence of perceived product value on purchase intentions for bio textile fashion products. This study examined the factors affecting consumers' purchasing decisions regarding bio-textile fashion products in Bangkok, including their attitudes toward
bio-textiles, environmental awareness, and perceived product value. Data were collected through an online questionnaire distributed via social media platforms, specifically Facebook and Line, involving a sample of 400 respondents. The findings indicated that consumers demonstrated a positive attitude toward bio-textile fashion products and a high level of environmental awareness. However, multiple regression analysis revealed that only perceived product value significantly predicted purchase intention (β=0.638, p < 0.001), while consumer attitude and environmental awareness showed no significant effects.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision
processes, 50(2), 179–211. Doi: https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human behavior and
emerging technologies, 2(4), 314–324. Doi: 10.1002/hbe2.195
Balasubramanian, S., & Sheykhmaleki, M. (2024). Purchase intention toward bio-based fashion
products: A conceptual framework. International journal of marketing studies, 16(1), 50–65.
Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-
analysis of psycho-social determinants of pro-environmental behaviour. Journal of
environmental psychology, 27(1), 14–25. Doi: 10.1016/j.jenvp.2006.12.002
Bangkok Metropolitan Administration, Environment Department. (2024). Annual report 2024. Bangkok:
Metropolitan Administration.
Chanel. (2023). Chanel mission 1.5°: 2023 performance report. Retrieved from
https://www.chanel.com/us/sustainability/restoring-nature-and-climate
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3),
–334. Doi: 10.1007/BF02310555
Field, A. (2013). Discovering statistics using IBM SPSS statistics. (4th ed.). London, England: SAGE
Publications.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach.
New York: Psychology Press.
Fletcher, K. (2008). Sustainable fashion and textiles: Design journeys. London, England: Earthscan.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. (7th ed.).
Harlow, England: Pearson.
Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). The relationships between awareness of
consequences, environmental concern and value orientations. Journal of environmental
psychology, 28(1), 1–9. Doi: 10.1016/j.jenvp.2007.10.001
Inthrasang, C., & et al. (2020). Factors affecting consumer perception of the value of recycled textile
products in Bangkok. Journal of business administration, 43(2), 55–70. (in Thai)
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research
directions. International strategic management review, 3(1–2), 128–143.
Doi: 10.1016/j.ism.2015.04.001
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behaviour: A systematic review and
future research agenda. International journal of consumer studies, 43(5), 522–546.
Doi: 10.1111/ijcs.12505
Joy, A., Krum, M., & Reisch, B. (2012). Fast fashion: How it affects the environment and human rights.
Journal of consumer research, 39(1), 1–15. Doi: https://doi.org/10.1086/662307
Kasikorn Research Center. (2022). Thai consumer behavior toward sustainable products. Retrieved
from https://www.kasikornresearch.com
Kline, J. (2001). Green marketing in the fashion industry. New York: Springer.
Malhotra, N. K. (2010). Marketing research: An applied orientation. (6th ed.). Upper Saddle River,
NJ: Pearson Education.
McDonough, W., & Braungart, M. (2002). Cradle to cradle: Remaking the way we make things.
New York: North Point Press.
Niinimäki, K., Peters, J., & Dahlbo, S. (2020). The environmental and social impacts of fast fashion.
Nature reviews earth & environment, 1(4), 161–174. Doi: https://doi.org/10.1038/s43017-020-
-9
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. (3rd ed.). New York: McGraw-Hill.
O’Brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality &
Quantity, 41(5), 673–690. Doi: https://doi.org/10.1007/s11135-006-9018-6
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using the theory of planned
behavior and reasoned action. Journal of retailing and consumer services, 29, 123–134. Doi:
1016/j.jretconser.2015.11.006
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy?. qualitative market
research: an international journal, 8(4), 357–370. Doi: 10.1108/13522750510619733
Phetcharot, L., & Chamniprasart, A. (1994). Research methodology in social sciences. Bangkok:
Chulalongkorn University. (in Thai)
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of
criterion-referenced test item validity. Dutch journal of educational research, 2, 49–60.
Schahn, S., & Holzer, E. (1990). Environmental awareness, knowledge and concern. Journal of
environmental psychology, 10(3), 205–218. Doi: https://doi.org/10.1016/S0272-4944(05)80146-1
Singh, P., & Verma, D. (2017). Consumer’s willingness to pay for organic clothing: An empirical
investigation in India. Journal of global fashion marketing, 8(2), 99–114. Doi:
https://doi.org/10.1080/20932685.2017.1293308
Sistema Moda Italia & The European House–Ambrosetti. (2023). Just fashion transition 2023 executive
summary venice sustainable fashion forum. Retrieved
from https://www.ambrosetti.eu/summit-eventi/venice-sustainable-fashion-forum-2023/
Sistema Moda Italia & The European House–Ambrosetti. (2024). Just fashion transition 2024 executive
summary. venice sustainable fashion forum. Retrieved
from https://www.ambrosetti.eu/en/venice-sustainable-fashion-forum/just-fashion-transition/
Solomon, M. R. (2017). Consumer behavior: Buying, having and being. (12th ed.). Harlow, England:
Pearson.
Solomon, M. R. (2018). Consumer behavior: Buying, having and being. (12th ed.). Boston, MA: Pearson.
Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and
research agenda. Journal of environmental psychology, 29(3), 309–317. Doi:
1016/j.jenvp.2008.10.004
Stern, P. C. (2000). Toward a coherent theory of environmentally significant behavior. Journal of social
issues, 56(3), 407–424. Doi: https://doi.org/10.1111/0022-4537.00175
Stern, P. C., Dietz, T., & Guagnano, G. A. (1999). A new environmental paradigm for green consumerism.
Journal of applied social psychology, 29(1), 105–123. Doi: https://doi.org/10.1111/j.1559-
1999.tb01384.x
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item
scale. Journal of retailing, 77(2), 203–220. Doi:10.1016/S0022-4359(01)00041-0
Textile Exchange. (2021). Bio-textile: A guide to sustainable fibers. Retrieved
from https://textileexchange.org/bio-textile
Thanomchit, J., Buncharoemchai, C., & Titsiseng, T. (2024). Factors influencing consumer purchase
decision of sustainable fashion products in Bangkok. Journal of management and marketing,
Rajamangala University of Technology Thanyaburi, 14(1), 150–165. (in Thai)
Thiansiri, P. (2022). Factors affecting purchase intention of sustainable fast fashion clothing among
consumers in Bangkok metropolitan region. Journal of modern management, 20(3), 112–125.
(in Thai)
U-an, W. (2011). Statistics for research and academic work. Bangkok: Chulalongkorn University. (in Thai)
United Nations. (2024). Our common future: Report of the world commission on environment and
development. Retrieved from https://www.un.org/general-assembly/our-common-future
Vanichbancha, K. (2006). Statistics for research. Bangkok: Faculty of Commerce and Accountancy,
Chulalongkorn University. (in Thai)
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and
synthesis of evidence. Journal of marketing, 52(3), 2–22. Doi:
