Factors Affecting the Purchase Intention of Garbage Bag Packaging Products of Consumers in Bangkok and Its Vicinity
Keywords:
Product Innovation, Digital Marketing, Perceived Quality, Purchase Intention, Garbage Packaging ProductsAbstract
The objectives of this research were: (1) to study the levels of product innovation, digital marketing, perceived quality, consumer attitude, and purchase intention toward garbage bag packaging products among consumers in Bangkok and its metropolitan areas; (2) to examine the influence of product innovation, digital marketing, perceived quality, and consumer attitude on the purchase intention of garbage bag packaging products; and (3) to develop a structural equation model (SEM) of purchase intention toward garbage bag packaging products among consumers in the specified area. The sample size was determined based on a rule of 20 times the number of observed variables, which totaled 15, resulting in a sample size of 300 respondents. A multistage sampling technique was used, and data were collected via questionnaires and analyzed using structural equation modeling. The research findings revealed that product innovation, digital marketing, perceived quality, and consumer attitude toward garbage bag packaging products significantly influenced purchase intention at statistical significance levels of 0.05, 0.01, and 0.001. The developed and adjusted structural equation model was found to be consistent with empirical data and capable of predicting purchase intention with 48% accuracy. The findings can be applied as guidelines for setting standards and marketing strategies for garbage packaging products. The structural equation model showed good fit with the empirical data: χ² = 359.866, df = 117, p-value = 0.000, χ² / df = 3.076, GFI = 0.902, NFI = 0.922, IFI = 0.946, CFI = 0.945, and RMSEA = 0.076.
References
Bahauddin, S. M., Fischer, C. E., Rast, M. P., Milic, I., Woeger, F., Rempel, M., ... & Rimmele, T. R. (2024). Observations of locally excited waves in the low solar atmosphere using the Daniel K. Inouye Solar Telescope. The Astrophysical Journal Letters, 971(1), L1.
Bahauddin, S. M., Fischer, C. E., Rast, M. P., Milic, I., Woeger, F., Rempel, M., ... & Rimmele, T. R. (2024). Observations of locally excited waves in the low solar atmosphere using the Daniel K. Inouye Solar Telescope. The Astrophysical Journal Letters, 971(1), L1.
Chen, D. M. C., Bodirsky, B. L., Krueger, T., Mishra, A., & Popp, A. (2020). The world’s growing municipal solid waste: Trends and impacts. Environmental Research Letters, 15(7), 074021.
Chen, T. C. T., & Chen, T. C. T. (2020). Quality control in a 3D printing-based ubiquitous manufacturing system. 3D printing and ubiquitous manufacturing, 83-95.
Chung, A., & Mutis, I. (2020). Quality assurance and quality control of high-rise enclosure design using lean principles. Practice Periodical on Structural Design and Construction, 25(1), 05019008.]
Chueamuangphan, K., Kashyap, P., & Visvanathan, C. (2020). Packaging waste from E-commerce: consumers’ awareness and concern. In Sustainable Waste Management: Policies and Case Studies: 7th IconSWM—ISWMAW 2017, Volume 1 (pp. 27-41). Springer Singapore.
Debrah, J. K., Vidal, D. G., & Dinis, M. A. P. (2021). Raising awareness on solid waste management through formal education for sustainability: A developing countries evidence review. Recycling, 6(1), 6.
Edelman, M. J., Dvorkin, M., Laktionov, K., Navarro, A., Juan-Vidal, O., Kozlov, V., & Distinct study investigators. (2022). Randomized phase 3 study of the anti-disialoganglioside antibody dinutuximab and irinotecan vs irinotecan or topotecan for second-line treatment of small cell lung cancer. Lung Cancer, 166, 135-142.
Escursell, S., Llorach-Massana, P., & Roncero, M. B. (2021). Sustainability in e-commerce packaging: A review. Journal of cleaner production, 280, 124314.
Kotler, P., & Keller, K. L. (2014). Marketing management (14 th ed.). Pearson Education.
Kuang, Y., & Lin, B. (2021). Public participation and city sustainability: Evidence from Urban Garbage Classification in China. Sustainable Cities and Society, 67, 102741.
Mudzimba, E., Chokera, F., & Dube, M. (2024). Digital Marketing for NPOs. In Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs (pp. 1-23). IGI Global.
Nyathi, B., & Togo, C. A. (2020). Overview of legal and policy framework approaches for plastic bag waste management in African countries. Journal of environmental and public health, 2020(1), 8892773.
Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield.
Rahmawan, G., & Suwitho, S. (2023, April). The influence of brand image, brand awareness, perceived quality on school shoes purchase intention. In Proceeding 1st International Conference on Business & Social Sciences (ICOBUSS).
Ratasuk, R., Mangalvedhe, N., Lee, G., & Bhatoolaul, D. (2021, September). Reduced capability devices for 5G IoT. In 2021 IEEE 32nd Annual International Symposium on Personal, Indoor and Mobile Radio Communications (PIMRC) (pp. 1339-1344). IEEE.
Sen, S., & Datta, A. (2024, June). Human-Inspired Distributed Wearable AI. In Proceedings of the 61st ACM/IEEE Design Automation Conference (pp. 1-4).
Sohag, M. U., & Podder, A. K. (2020). Smart garbage management system for a sustainable urban life: An IoT based application. Internet of Things, 11, 100255.
Wang, M., Li, Y., Li, J., & Wang, Z. (2021). Green process innovation, green product innovation and its economic performance improvement paths: A survey and structural model. Journal of Environmental Management, 297, 113282.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). I see it, I want it, I buy it’: The role of social media marketing in shaping brand image and gen Z’s intention to purchase local product. Society, 10(2), 351-369.
Zhang, L., Liu, G., Li, S., Yang, L., & Chen, S. (2022). Model framework to quantify the effectiveness of garbage classification in reducing dioxin emissions. Science of the Total Environment, 814, 151941.
Zhang, L., Tan, R., Peng, Q., Shao, P., Dong, Y., & Wang, K. (2022). Construction and application of enterprise knowledge base for product innovation design. Applied Sciences, 12(13), 6358.
Zhang, N., Singh, S., Liu, S., Zbijewski, W., & Grayson, W. L. (2022). A robust, autonomous, volumetric quality assurance method for 3D printed porous scaffolds. 3D Printing in Medicine, 8(1), 9.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 The Journal of Development Administration Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏสวนสุนันทา
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยราชภัฏสวนสุนันทา และคณาจารย์ท่านอื่นๆ ในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
