Green Marketing, Green Product Innovation, Environmental Concern, Consumer Attitude, and Their Effect on Consumer Purchase Intention of Green Products in Thailand

Abstract

This research aims to 1) study the levels of green marketing, green product innovation, environmental concern, consumer attitude, and the purchase intention of green products among consumers in Thailand.  2) Examine the influence of green marketing, green product innovation, environmental concern, and consumer attitudes on the purchase intention of green products in Thailand.  3) Develop a model for the purchase intention of green products in Thailand.  This research employs a mixed-method approach, combining quantitative and qualitative research.  For the quantitative research, the sample group consisted of 320 consumers who were interested in or aware of environmental changes or preferred consuming green products for environmental sustainability in Thailand.  The sample size was determined using a criterion of 20 times the number of observed variables.  A proportional random sampling method was used, and data were collected through questionnaires.  The data were analyzed using structural equation modeling.  For the qualitative research, in-depth interviews were conducted with 15 key informants, including entrepreneurs or executives involved in designing or implementing policies for green products.

The research findings revealed that 1) green marketing, green product innovation, environmental concern, consumer attitudes, and the purchase intention of green products among Thai consumers were at a high level. 2) Green marketing, green product innovation, environmental concern, and consumer attitudes statistically significantly affected the purchase intention of green products in Thailand at the .05 level. 3) The model developed by the researcher for the purchase intention of green products in Thailand is called the 2GECP Model (G = Green Marketing, G = Green Innovation, E = Environmental Concern, C = Consumer Attitude).  Additionally, the qualitative research found that to build consumer purchase intention for green products; businesses should use modern communication technologies to create awareness of products made from biodegradable and reusable materials, services that utilize clean energy, and eco-friendly products.  They should also develop eco-products that meet international standards, have modern designs appealing to younger generations, and promote the trend of taking pictures and sharing purchases more efficiently.  The results of this research can serve as a guideline for businesses to enhance consumer purchase intention for green products in Thailand in the future.